5 Reasons People Like Technology White PapersWritten by Christine Taylor
5 Reasons People Like Technology White Papers by Christine Taylor, President of Keyword WritingA good white paper is a paper that makes you look good. You look good when your white paper makes sense, when it’s readable, when it concentrates on benefits and examples, and when it’s easy to get. Here’s why: Reason #1. Many people would rather die than talk to a sales representative right off bat, but they will read a white paper. When people start researching a product, they are not prepared to talk to a salesperson. They have no idea if product is for them, or if they even need technology at all. They’ll also be resistant to new and innovative technologies. Well-written, benefit-laden white papers will qualify your product to reader, and qualify reader to you at next stage in sales cycle. Reason #2. White papers build a bridge between prospect and your organization’s salespeople. When salesperson does call, it’s not out of blue. If a user has downloaded a white paper, there is an established connection between user interest and your company. The call can even be welcome if customer has more questions and is interested in moving forward. Reason #3. White papers are simple to host on Web, where people can easily download and read them. In addition to your own company Website, there are numerous sites that host white papers and make it easy for prospects to download paper. Many companies take this opportunity to capture reader information, including if reader wants to be contacted. If they do request contact, for heaven’s sake contact them! They are coming highly qualified. Reason #4. You’re not just reaching prospective customers with white papers, you’re also reaching journalists. Or you should be. This is why you should always include a solid technical section in a white paper: journalists doesn’t want to download a white paper and find a brochure, it makes them cranky. But if you deliver a valuable white paper, journalist is far more likely to speak well of you and your product. (This, of course, is essence of media relations.)
| | Lighten up, just a littleWritten by Lisa Hood
Humor has a place in every day life. It is a part of our conversations, our entertainment, even our personalities. Humor is used to lighten mood, relate to others, to deal with stress and pain. It is in our workplace, our home and it should be in our books.A sign posted at a beauty shop: “All work done while you wait.” A sign posted at a meeting: “For Restrooms: Use Stairs.” A bumper sticker: “Adults are just kids who owe money.” Another bumper sticker: “Ambivalent? Well, yes and no.” Should be my bumper sticker: “There is absolutely no excuse for way I'm about to drive.” It can be difficult to predict effect of humor in your writing will have on your reader. Sarcasm may be misinterpreted, sexists, racists or crude remarks may be offensive. You should use caution and good sense; however, humor does have a place in your writing. Medical research indicates that laughter really is medicinal: increasing immune system’s activity, increasing antibody immunoglobulin A, which protects upper-respiratory tract and decreasing stress hormones. Humor reduces blood pressure and heart rate. Positive humor also offers interpersonal benefits. Humor makes you and your characters likeable. When should humor be used? Whenever, and wherever stress is prevalent. Think about police officers, medical workers, emergency personnel and you may think there is little opportunity to introduce humor. However, individuals in these professions need humor to cope. According to Richard Jacobson, a news anchor with a Los Angeles radio station, “As a journalist, you encounter rough edges of society much like firefighters, policemen and physicians. A certain amount of humor allows you to keep your emotional equilibrium.” He often ends his newscasts with stupid criminal behavior.
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