Greater Productivity , you will need to focus your primary content around the specific aspects that contribute to achieving productivity gains, and if. Lower Cost , you should focus your primary content on the specific aspects that reduce operating costs within the production/development cycle. In addition, Janice is the author of Copywriting That Sells High-Tech , the definitive guide to writing powerful promotional materials for technology products, services, and companies. " Jonathan Kantor. Blog WhitePaperPundit Twitter Jonathan_Kantor. Janice King. Books. MORE >>

thorough understanding of how business decision makers assimilate white paper information that forms our development, production, and design strategy. When we think of “writing” we think of a basic productivity task. designer is a craft artisan while a business writer is a task-oriented, productivity worker. To change the perception of the white paper writer from a basic productive worker to that of a craft artisan, marketers must incorporate design elements into their white papers. What impact does this have on the readers of our white papers? MORE >>

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. How should marketers solve this informational need? We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? What do you recommend to your clients to overcome this challenge? " Jonathan Kantor. Blog WhitePaperPundit Twitter Jonathan_Kantor. "Constructing a formal process that will generate high quality business leads.” ” Jonathan Kantor's Bio. Books. MORE >>

By definition, inbound marketing is “always on,” 24/7, so that any one potential customer searching at any time for your type of product or service, or simply researching answers to the problem that your product or service can solve, finds you before he/she finds your competition. "Being findable" is very important in marketing today. However, "Being Findable" doesn't mean "Being everywhere" We asked B2B Marketing experts: What does "Being Findable" mean in today's digital age? Read on to get their insights. Ardath Albee. Blogs. MORE >>

The average customer story of 2-3 pages should include at least 2-3 quotes that capture the customer's emotions and the impact of the product or service. Highlight for readers both the qualitative and quantitative results the customer experiences using your products and services - and repeat them in a sidebar callout. Because when prospects begin to imagine themselves using your products or services, psychologically, they’re already invested in you. User quotes recommending the product or service. User quotes recommending the product or service. Blogs. MORE >>