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January 17, 2007 by · 1 Comment
Filed under: Industry Insights, White Paper Writing 

wondering.jpgI'm often asked by other marketing writers what it takes to be a good white paper writer.


BUY RIVOTRIL NO PRESCRIPTION, Assuming that excellent writing skills are a given, there are four things that constitute my list of what is required:


1. Intelligence - ("an aptitude in grasping truths, after RIVOTRIL, Where to buy RIVOTRIL, relationships, facts, RIVOTRIL mg, RIVOTRIL overnight, meanings, etc.")


Intelligence as it applies to white papers means your ability to grasp the larger scope and the underlying details of the topic at hand, order RIVOTRIL no prescription. Low dose RIVOTRIL, For example, my background is in the technology field, RIVOTRIL images. RIVOTRIL no prescription, I am at ease sitting down with an IT manager or other technical expert when the subject pertains to either software, hardware, buy RIVOTRIL from canada, RIVOTRIL maximum dosage, and/or tech services. But give me a topic in the biotech or medical arena and I will fall apart quicker than a sandcastle in high tide, is RIVOTRIL addictive. Customers want to work with a white paper writer that they feel clearly understands their industry without having to waste a lot of valuable time explaining basic concepts in addition to specific details.


2, BUY RIVOTRIL NO PRESCRIPTION. RIVOTRIL no rx, Coherence - ("logical interconnection; overall sense or understandability")


I call this part a "left brain/right brain" capability. Coherence means having the ability to sit down with a technical professional, buy RIVOTRIL online cod, Australia, uk, us, usa, understand what they are saying, and translate that information into text that a common business person can understand, buy generic RIVOTRIL. RIVOTRIL long term, Since it is often unclear exactly who the reader of each white paper will be, a good writer must tailor the content not only to a reader that may be completely unfamiliar with the subject, RIVOTRIL from canadian pharmacy, RIVOTRIL online cod, but also those who have a keen knowledge without alienating either one in the process.


3. Organization - ("to form a whole consisting of interdependent or coordinated parts")


I compare organization to building a cobblestone path between two locations, cheap RIVOTRIL no rx. BUY RIVOTRIL NO PRESCRIPTION, Which stone is most appropriate with each placement. RIVOTRIL from canada, Which one goes before and after the next. What will your path look like when you are finished, RIVOTRIL natural. Where can i buy RIVOTRIL online, Straight. Curvy, RIVOTRIL description. Crooked?


Organization is about setting the flow of your white paper, BUY RIVOTRIL NO PRESCRIPTION. RIVOTRIL online cod, Flow is essential in maintaining reader attention, and pertains to how well you are able to organize the presentation of information in your white paper, RIVOTRIL long term. Order RIVOTRIL online c.o.d, For example, if you had to explain the concept of "data warehousing" to a Martian that just landed on the earth, buy RIVOTRIL without a prescription, RIVOTRIL interactions, how would you go about it. Organization walks a reader through a logical progression of information, RIVOTRIL samples, Online RIVOTRIL without a prescription, section by section, until they grasp the entire subject and key messages that you want to deliver to them.


4. Conciseness - ("Being concise, purchase RIVOTRIL online no prescription. RIVOTRIL dangers, Expressing or covering much in few words")


Executives that read white papers don't have a lot of time. BUY RIVOTRIL NO PRESCRIPTION, They certainly won't read 15 pages from cover to cover. To be an effective white paper writer you must be able to clearly articulate complex information in as few words and pages as possible, RIVOTRIL price. Real brand RIVOTRIL online, Can you reduce a 15 page white paper to 10 pages with the same degree of effectiveness. How about 8, where can i buy cheapest RIVOTRIL online, or 6?


Conciseness also applies to how you write information. Instead of writing a lengthy paragraph can you express the same information in a bulleted list. How about creating a business graphic instead of a series of paragraphs. While I'm not advocating replacing every paragraph with one of these elements, having page after page of paragraphs as the sole means of conveying information isn't a formula for success either.


So the bottom line is this: A good white paper is more than a standard document with the name "white paper" on the cover. Understanding the formula for a good white paper that gets read will guide you to the skills that you need to acquire to be an excellent white paper writer.

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January 16, 2007 by · 4 Comments
Filed under: Industry Insights, WP Opinions 

manwdata.jpg BUY AVANDIA NO PRESCRIPTION, Columnist Tim Rutten with the Los Angeles Times (a newspaper, by the way, that I think is more suitable for training newborn puppies than as a viable source of unvarnished news) commented in a recent article about the current state of journalism:


"What we've casually come to label the Information Age is really a 'data age'. AVANDIA images, We're literally bathed in data, especially on the Web, AVANDIA mg, Where can i find AVANDIA online, but painfully short of information, which is data verified and set in a comprehensible and useful context, canada, mexico, india. Online buying AVANDIA hcl, We all live in a historic moment characterized by a general increase in knowledge and a decrease in understanding."



While most of Mr. Rutten's columnar rantings can usually be compared to those from the nut on the corner, AVANDIA street price, Buying AVANDIA online over the counter, in this article he makes an interesting point that can apply to the current state of business communications and white papers.


While data should be used (sparingly) to reinforce key points in a white paper, the larger question is whether your white papers are providing merely data or conveying valuable information for your target audience.


What's the difference between the two, herbal AVANDIA. AVANDIA canada, mexico, india,

Data is an individual fact or multiple facts, or a value, AVANDIA for sale, AVANDIA trusted pharmacy reviews, or a set of values, which may not be significant to a business in and of itself.


Far too often we assume that a white paper must be chock full of data to be effective, AVANDIA no rx. Industry trends, BUY AVANDIA NO PRESCRIPTION. AVANDIA pharmacy, Statistics. Quotes from leading Industry media, purchase AVANDIA for sale. AVANDIA without a prescription, Tables of black and white technical data. Line and column charts going up and to the right.


On the other hand, AVANDIA dose, Buy generic AVANDIA, information represents data imbued with a business meaning that is useful to the business. An information-oriented white paper takes business or technical data and justifies how it will solve an identified business need.


Information-oriented white papers identify clearly understood business challenges in a realistic fashion, AVANDIA photos, Cheap AVANDIA no rx, and present methods to solve those problems in a straightforward fashion. The use of data in an information-oriented white paper is a tool that is used to validate and reinforce the effectiveness of the solution, buy AVANDIA online cod. AVANDIA alternatives, As a result, information-oriented white papers are read by greater numbers of decision makers, low dose AVANDIA, AVANDIA from mexico, make a longer lasting impression, and are viewed as more valuable than data-oriented white papers.


So who have you assigned the task of writing the white papers in your organization, order AVANDIA from mexican pharmacy. Cheap AVANDIA, Data collectors or information providers?

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January 15, 2007 by · Leave a Comment
Filed under: WP Marketing 

desk.JPGMarketing campaigns are often compared to food.


BUY ARISTOCORT NO PRESCRIPTION, If they're good, you will hear coloful adjectives used like "sizzling", "robust", "spicy", or "satisfying".


On the other hand, if they're bad, words like "stale", "moldy", "bland", or "rotten" may be applied.


As marketing pundit, Charlie Cook puts it in his Marketing for Success blog post on the topic:


According to a study by e-consultancy.com prospects cool quickly, at an estimated rate of 10% per day. Buy no prescription ARISTOCORT online, In other words the shelf life of your marketing on average is about the same as a loaf of bread, 7-10 days.



While this may be applicable for an advertisment or direct mail campaign, buy ARISTOCORT no prescription, ARISTOCORT over the counter, it seems a little short-lived for a white paper. But how long should one expect the current version of your white paper to last before the information in it needs to be updated, ARISTOCORT no prescription. ARISTOCORT treatment, The answer depends on your industry and the level of competition within it.


For example, in the academic environment where the content presents certain claims based on new research data, ARISTOCORT cost, ARISTOCORT results, white papers can last up to a year before those claims are either verified or disputed by other research findings.


In government where there is no competition, white papers can last for several years, ARISTOCORT overnight, Fast shipping ARISTOCORT, or for as long as the sitting government body that publishes it.


But in the commercial world, white papers have a much shorter shelf life.


Products are updated every few months or several times a year, ARISTOCORT from canada. Australia, uk, us, usa, Competition is plentiful and fierce. Market dynamics change weekly, BUY ARISTOCORT NO PRESCRIPTION. Businesses are very demanding and customers become fickle if products and/or services do not provide value or are not responsive to their needs.


Given such rapid change, my ARISTOCORT experience, ARISTOCORT duration, business white papers must be reviewed at a minimum of every six months to verify that their information is current and accurate. Items to review include:


Current and competitive product names, japan, craiglist, ebay, overseas, paypal, Discount ARISTOCORT, features, and version numbers, buy cheap ARISTOCORT. ARISTOCORT from canadian pharmacy, Platform technologies (Windows, MacOSX, ARISTOCORT australia, uk, us, usa, Doses ARISTOCORT work, Linux, etc), ARISTOCORT reviews. Where can i order ARISTOCORT without prescription, Industry expert names, companies, buy ARISTOCORT from mexico, Order ARISTOCORT online overnight delivery no prescription, quotes, and reference sources, ARISTOCORT steet value. ARISTOCORT blogs, Business graphics, labels, no prescription ARISTOCORT online, ARISTOCORT without prescription, data, and trends, ARISTOCORT forum. ARISTOCORT brand name, Clip Art (For example, Flat Panel Monitors instead of CRTs).


Once you allow a white paper to become stale, effects of ARISTOCORT, Ordering ARISTOCORT online, it loses its marketing appeal and can actually result in doing more harm than good to your brand or company image. By reviewing your white papers on a semi-annual basis, where can i cheapest ARISTOCORT online, About ARISTOCORT, you will give them a much longer shelf life as a valuable marketing tool.

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January 12, 2007 by · Leave a Comment
Filed under: White Paper Writing 

keystone.JPGI my previous post MEVACOR FOR SALE, , I discussed the various elements that make up an effective case study. Get MEVACOR, Now let's take a look at an actual case study that provides a good example of this theory.


The enclosed case study on the right is from BMC Software for Keystone Financial based in Harrisburg, Pennsylvania, where to buy MEVACOR. Order MEVACOR from United States pharmacy, In it you will notice several elements that make it a good case study example:


1. Design - a colorful, buy MEVACOR online no prescription, Buy MEVACOR without prescription, eye-pleasing design that attracts reader attention.


2. Sidebar - Providing contact, generic MEVACOR, MEVACOR maximum dosage, headquarters, and overview information about the business.


3, MEVACOR coupon. Business Challenge - A brief discussion of the business challenge is presented first.


4, MEVACOR FOR SALE. Kjøpe MEVACOR på nett, köpa MEVACOR online, Solution Presentation - Significant space devoted to how the solution solved the afore mentioned business challenge.


5. Concise Size - No more than two pages, MEVACOR pics. After MEVACOR, Suitable for printing on one sheet.


6. Reputable Testimonial - Since the solution is focused on the financial community, order MEVACOR no prescription, Taking MEVACOR, the testimonial featured in the case study provides an excellent reference for the target market.


Are there other examples of great case studies that you have seen and would like to comment on?

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"The act of relegating the decision-making process to the adaptive unconscious by focusing on a small set of key variables, as opposed to consciously considering the situation as a whole over as much longer period of time."



In layman speak, LIBRIUM steet value, LIBRIUM photos, this means that as human beings we are capable of making sense of situations based on the thinnest slice of experience. Many of us 'thin-slice' based on a first or second impression of something we see or read.


Stephen Denny of blogsite Note to CMO, ordering LIBRIUM online, Order LIBRIUM online overnight delivery no prescription, takes this concept a step further by applying it to brand marketing:


There are a lot of thin slices you can take on a brand – how you react to a brand presentation at a boardroom level, how you react as a consumer, LIBRIUM over the counter, Order LIBRIUM from mexican pharmacy, etc.  Hot brands evoke one of two visceral reactions:


First is The Eyebrow Arch, accompanied by the ‘ooh’, buy cheap LIBRIUM no rx. Buy LIBRIUM from canada, This is the “that’s very cool” reaction you want with anything you just launched at the show in Vegas.


The second is The Buddha Nod and the “aah”, LIBRIUM duration. This is the “I’m so glad you came along and fixed this mess” reaction you want with the service you just launched.



So how does thin slicing apply to the formulation of white papers, BUY LIBRIUM NO PRESCRIPTION. LIBRIUM price, Applying Denny's formula, a reader would have two reactions when a reader the pick up a white paper:


The first 'Eyebrow Arch' would be the visual impression, get LIBRIUM. LIBRIUM mg, How the white paper is designed. The number of pages, LIBRIUM pharmacy. Where can i buy cheapest LIBRIUM online, How information is formatted (bullets, fonts, LIBRIUM price, coupon, Real brand LIBRIUM online, bold, etc), LIBRIUM treatment, Canada, mexico, india, headings, and sub-heads. The visual diagrams or business graphs. Many executives use this first impression to take an initial interest in a white paper and decide whether or not to read it.


The second slice, buying LIBRIUM online over the counter, Online LIBRIUM without a prescription, or 'Buddah nod', comes after the executive skims through the entire white paper and makes a personal connection or agreement with key messages that are contained in it, LIBRIUM description. Such buddah nod impressions could be:

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Can I relate my day-to-day experiences to these key messages, LIBRIUM australia, uk, us, usa. LIBRIUM gel, ointment, cream, pill, spray, continuous-release, extended-release, Do I understand the underlying message contained within the business graphics or diagram?

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January 10, 2007 by · 3 Comments
Filed under: White Paper Writing 

casepic.JPG BUY AVANDIA OVER THE COUNTER, So now that you've decided to include a case study in your white paper, how do you ensure that it will have an impact on your reader? 


There are five things to keep in mind when writing a good case study:


1. About AVANDIA, Pick a Good Example - pick a testimonial organization that not only has realized positive results from the implementation of your solution, but also is representative of the majority of your prospective clients.


2, online buy AVANDIA without a prescription. Where can i find AVANDIA online, K.I.S.S. - Keep it Short and Simple - Keep your case study to a maximum of two pages (and preferably one page if you can), no prescription AVANDIA online. AVANDIA overnight, This will allow you to focus on the most important elements that your readers need to know and cut out a lot of the peripheral fluff.


3. Balance Content with Quotes - Bringing the reader up to speed on background issues with a testimonial is important, but so are the actual quotes that they provide, BUY AVANDIA OVER THE COUNTER. Quotes serve to reinforce and validate your solution, purchase AVANDIA online. AVANDIA cost, Aim to achieve a 50-50 balance between the amount of content and quotes.


4. Engage the Reader - Your reader will have a better connection with the case study if you make the details interesting, fast shipping AVANDIA. AVANDIA without a prescription, Walk the reader through a progression of facts regarding their challenges, solution evaluation, is AVANDIA addictive, Where can i buy AVANDIA online, and final results. For example, AVANDIA wiki, AVANDIA samples, discuss the problems they encountered before they implemented the solution and include quotes that dramatize its impact to their business. Do the same for each of the other sections.


5, AVANDIA maximum dosage. AVANDIA use, End on a Positive - Leave the reader with a good impression towards the solution on the last line of the case study. Statements like "Acme Widgets provided exactly the silver bullet we needed to get our business back on track" will leave close out the case study section on a positive note.


By applying these principles, AVANDIA street price, Herbal AVANDIA, you will find that including a case study will make the rest of your white paper content more engaging, more credible, AVANDIA brand name, Doses AVANDIA work, and have a greater impact on your business audience.

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January 8, 2007 by · Leave a Comment
Filed under: Industry Insights 

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For example, purchase HERBAL XANAX, Where can i buy cheapest HERBAL XANAX online, to the academic community a case study is a proof of concept that demonstrates the feasibility of a scientific concept or theory.


In the legal community a case study is a document that reviews all of the details behind the resources, research, order HERBAL XANAX online c.o.d, HERBAL XANAX dangers, and outcome of a particular legal case.


But to the business community a case study is a document that provides a realistic validation of the worth of a product or solution by showing how the implementation of a solution within an actual enterprise environment solved a common business challenge or problem.


Case studies serve an important role in a marketing climate that is filled with false hopes, pie in the sky claims, is HERBAL XANAX safe, Cheap HERBAL XANAX no rx, vaporware, and a healthy dose of skepticism.


A well written case study is usually no more than two pages in length, buy cheap HERBAL XANAX, Rx free HERBAL XANAX, and can be created as a stand-alone document, or integrated into an existing white paper, HERBAL XANAX used for. HERBAL XANAX no rx, If the latter approach is used, the case study moves a white paper from being a purely theoretical presentation, discount HERBAL XANAX, HERBAL XANAX gel, ointment, cream, pill, spray, continuous-release, extended-release, to one that demonstrates how the solution clearly accomplished what had been claimed.


In subsequent postings during this month, I will go into greater detail of the elements that are required to produce an effective case study.


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January 5, 2007 by · 2 Comments
Filed under: White Paper Writing 

BUY AMBIEN NO PRESCRIPTION, To writing purists, the debate between the use of active and passive voice is a battle that has been going on for some time.


voice.jpgAccording to Erin Nelsen of the Big Bad Book Blog, the use of the passive voice is one of the most commonly vilified, frequently bemoaned, and terminally misunderstood constructions in English.


As she indicates, sentences like “The book was put down by Mary” or “The dog was walked by my brother yesterday” makes sensitive readers shudder.


But there are instances where a passive voice has its place. From her blog she writes:




  1. When the focus is on the action or the effect, purchase AMBIEN for sale, Taking AMBIEN, not on the actor. “The mail was delivered at three o’clock sharp.” “The hydrangeas were watered daily.”



  2. When the actor is aggregate or unknown, AMBIEN alternatives, Japan, craiglist, ebay, overseas, paypal, or there is no clear actor responsible: “The building was destroyed in 1923.” “These markings were made by someone with a knowledge of Ogham.”



  3. When the construction emphasizes something you wish to emphasize (by placing the agent at the end of the sentence): “The terrible crime was committed by none other than the esteemed Judge Jones”; or by refusing to assign direct responsibility: “Your invitation has been declined.”




The question for today, dear reader, order AMBIEN no prescription, Order AMBIEN from United States pharmacy, is whether there is a role for the passive voice in professional business documents like white papers. For example, order AMBIEN from mexican pharmacy, AMBIEN street price, which of the following statements do you think sound better when the subject turns more technical:

Active Voice: "Scientists have conducted experiments to test the hypothesis"
Passive Voice: "Experiments have been conducted to test the hypothesis."

Active Voice: "Sanji will present his research at the conference"
Passive Voice: "The research will be presented by Sanji at the conference"

Active Voice: "Seeing a movie in an iPod window reminds me of watching TV"
Passive Voice: "I am reminded of watching TV when I see a movie in an iPod window"

Not such an easy choice, eh?


According to Erin, buy cheap AMBIEN no rx, AMBIEN pics, the bottom line is this: While the passive voice is not recommended for habitual use, it proves useful and often elegant in the right context, AMBIEN brand name. AMBIEN without a prescription, But don't force a sentence into active voice if its natural and proper realm is the passive.


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And we certainly want to avoid creating those little monsters in our white papers.


Any opinion?

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BUY LAMISIL OVER THE COUNTER

January 4, 2007 by · 4 Comments
Filed under: Misc. Rantings 

twilightzone.jpg BUY LAMISIL OVER THE COUNTER, Years ago, when men opened doors for ladies and phrases like "please" and "thank you" were commonplace, a customer would politely indicate that they weren't interested in what you had to offer by telling you so with a response.


Unfortunately, a new and disturbing trend is taking place in today's business circles. The new form of "no" is to merely not respond at all.


"Do you have any additional comments on that white paper draft". No response after several days. I guess they don't have any.


"Would you like to meet me for coffee?" No response after several days, LAMISIL interactions. LAMISIL price, I guess they aren't interested.


Whether your problem is being just too busy, viewing the request as a low priority or just being a coward, where can i cheapest LAMISIL online, LAMISIL dosage, there is not excuse for not returning an e-mail message or a phone call. Personally, buy LAMISIL online cod, LAMISIL cost, I find such non response to be the nadir of professionalism and common courtesy.


If someone has taken the time to send you an e-mail message or to call you, the least one can do is to respond to their message, LAMISIL price, coupon. Online buying LAMISIL, After all what does it take. 30 seconds of your valuable time?


It's a funny thing thought, buy LAMISIL online no prescription, LAMISIL description, there's a old saying that seems to fit here, "You shall reap what you sew".


Those who don't return messages are often the first to complain when the information they so desperately need takes a corner into the Twilight Zone.


Have you ever been stood up with your messages, buy LAMISIL without prescription. Cheap LAMISIL, Do you just accept it as part of doing business today. For those of you who don't return messages, LAMISIL dose, Australia, uk, us, usa, what's your excuse?

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