White Paper Pundit

Yesterday, I launched a new newsletter which addresses a concept that I am passionate about, formatting white papers for the short attention span reader.

There are two diametrically opposed issues that are converging in the world of business marketing communications…Time and Attention.

As the workload of business executives grows, and the available amount of time for solution research (read white papers) decreases, attention spans are becoming increasingly short. Business executives still need this information to keep both their employers and themselves well read on today’s industry trends, but sitting down to read a 20 page text-based tome is becoming more difficult to achieve.

Today the inclusion of summaries, bullets, pull quotes, and graphics is now essential if writers want the key messages from their white papers delivered to the executive reader in an effective manner. Without these elements, you run the risk of losing executive attention and the possible lead that could be generated from your white paper.

My monthly newsletter entitled, “Short Attention Marketing Tips” will provide you with valuable information on how to use these elements more effectively in your white papers to garner greater executive attention…something that is in short supply these days.

The newsletter will also practice what is preached. It will be short, to the point, and employ various elements designed for YOUR short attention. This blog will also serve as a place to further discuss the issues presented in the newsletter.

To sign up, please visit the banner on the right, or this link.

This entry was posted on Tuesday, March 3rd, 2009 at 7:48 am and is filed under Subscribe, WP Resources. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.