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Must copywriters show our faces?

Do white paper copywriters have to do video interviews? Do we have to show our faces to the marketing managers who hire us? Or to the SMEs we interview? Even when we’re working remotely and will never meet in person? I got that question recently from a writer with a pressing reason to ask. Experienced copywriter…

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When NOT to use a white paper

I believe white papers are the most powerful form of content any B2B company can produce. But there are times when using a white paper may not be the best choice to reach an audience.  Whether you’re a white paper copywriter or a B2B marketer, remember that a white paper may not work well in any of these situations:…

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7 habits of highly effective white paper marketers

photo of red ocean at sunset to signify a crowded market for writers

One of my favorite self-help books is 7 Habits of Highly Effective People by Stephen Covey. First published in 1989, it has sold an estimated 25 million copies in 38 languages. I still try to follow its guidelines in my own life. With apologies, I’ve applied the 7 habits to the act of marketing with highly…

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How to avoid "marketing-speak"

Acme Software provides best-in-breed solutions that enable seamless integration with enterprise Web 2.0 platforms… Do your white papers say something like that? How about your website? If so, wake up! You’re subjecting prospects to deathly dull “marketing-speak.” Marketing-speak is that flabby layer of nice, polite, meaningless fog that obscures the truth in so much content…

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