I’ve just finished Part 2: What To Do When Your White Paper Is Too Short of my 3-part article on The Ideal Length of the White Paper: Solving the Long and Short of It. The article explores what makes white papers too short and how to fix them. Included are discussions on aligning your white […]
I’ve written the first of a three-part article on the ideal length of the white paper. Download the article at: http://www.sherlockink.com/free-stuff/ (or just click “Free” on the menu). The Ideal Length of the White Paper: Solving the Long and Short of It. Part One: The Length Question Summary: What is the ideal length of the white paper to be effective? […]
The basic principles of market research are not all that difficult. You ask what your market wants and then you give it to them. Like many things in life, the rub occurs somewhere between the theory and the practice. You’d think it would be pretty easy to ask a market what they want and take […]
There’s a way in which all good communication is content marketing. Let me explain. I was in Vancouver this week and decided to attend a local networking breakfast event. During the meeting, the organizers raised a concern. They had been getting complaints about the reminder emails they sent out to members about the weekly event […]
This article can be downloaded as a pdf under “Free”. Case studies are very versatile – they can be used in just about any marketing, sales or public relations communication. But many companies are not using them to their best advantage. Here are some ideas to make full use of your company’s case studies. Develop […]
I have been singing in the local community choir. It’s been great – an opportunity to grow my abilities in a new area. And there’s something about singing, about making music, that feeds the soul. There are benefits you just can’t put into words. At the end of each session, the choir gives a performance. […]