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When you hire a marketing communications writer, her responsibilities should include a final, pre-publication look at the piece, just before the train leaves the station. Your responsibilities should should include giving her that opportunity. Marketing writers don’t write; they suggest. You don’t need to apologize for changes you make to drafts, but you owe it [...]
Do you have any white paper projects in your files that didn’t go well? Mine fall into two categories, and I’ll post on the first one now. Don’t Go Well but Result in a Good White Paper These are like the basketball games in which you make mistakes, bad passes and poor shots, but you [...]
A fellow marketing manager – let’s call her Matilda – was stuck between the rock of her obligation to product managers to generate technical white papers and the hard place of an engineering group with little confidence in her ability to come up with meaty content. This is not uncommon (you should pardon the double [...]
