The quick answer: when it’s missing key sections and just is too short! I have noticed a disturbing trend among technology providers who use white papers as a way to generate leads. As a business-to-business copywriter, I download white papers and case studies myself from time to time, to see what’s currently being published. Lately, […]
How I Write B2B Marketing Content, Lead Generation, and Sales Enablement Materials
Some of my clients and prospects have asked about my own process and methods for writing. They want to know, “How do you write?” Or they want to know, “Since you don’t know my business, what is your discovery process?” It’s pretty simple… My Three Step Writing Process (ok, it’s actually 11) Ah now for […]
The Biggest Marketing Secret
Spoiler alert… for every $1 you spend on email marketing, you get about $38 back. Whoah!
AI + Copywriting… Do They Work Together?
In a world where AI and LLMs can spit out content and do all the grunt work in seconds that used to take us hours, what’s left is our human perspective.