Persona(lity) non grata

Creative brief checklist item #8: Put some ketchup on those fries. “Ketchup on fries” is the fast-food equivalent of putting personality in your writing. Does your company want that or not? On which pieces? White papers and position papers are notoriously devoid of personality. “Get the facts down, persuade the reader to see things in [...]

Posted Under: creative brief,marketing manager,personality,rapport with writer,subject matter experts
This post was written by John White on September 11, 2008 Comments Off

Caught in a Content-Bind

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 [...]

Posted Under: outline,relationship with engineering,revisions,subject matter experts
This post was written by John White on August 14, 2008 Comments Off
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