Today, your prospective clients are increasingly connected to social networks. And, according to network theory, these networks help members get smarter as the network gets larger. So, with the rise of social media, we marketers must reconsider the authenticity of our messages, lest they be deemed disingenuous and therefore ignored.
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Mark Twain is credited with saying, “I have only made this letter longer because I have not had the time to make it shorter.” In this, he hit on the key to marketing writing and especially on the art of the datasheet.
Advertisers are stuffing more commercials into TV programs: the average hour show now has 40 minutes of programming, down from 46 minutes only a few years ago. And, viewers are using ever more clever ways to skip them – from TiVo to watching TV shows on the Web. What is an advertiser to do? How can we marketers continue to reach our prospects in this brave new world?
Most marketing organizations churn out whitepapers by the boat load. But few have established best practices for this age-old stand-by piece of sales collateral.
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