Author: Ruth

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How to Write Great Marketing Messaging

Tuesday, August 21st, 2012 by Ruth

You’re tasked with creating solid and rich marketing messaging. Suddenly, everyone around you wants to weigh in on content—and the “messaging madness” ensues. Whether you’re developing the foundation for a multiproduct campaign or creating detailed product descriptions to support your latest release, the most time-consuming aspect of the process is getting agreement around central themes. […]

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How to Write a Concise and Complete (aka Great) 25-Word Product Description

Wednesday, July 25th, 2012 by Ruth

What can you do with 25 words? Write a note to your kids about how to reheat dinner. Make a grocery list. How about tell a complete, compelling story? It’s possible to finesse about two dozen words into a product description that’s not so high-level it glosses over everything, but also not so detailed it […]

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Why I Love Bullets (and You Should Too)

Tuesday, May 8th, 2012 by Ruth

With bullets, what’s not to love? They are bold, matter-of-fact, and reliable—kind of like my best friend. (My personal fave? The little square ones.) Most common in business writing is the traditional—but, dare I say, passé—black dot, followed closely by the slightly more updated version of the little black square. But bullets do allow for […]

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Beyond the Style Guide

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The Beauty of an iPDF

Thursday, February 23rd, 2012 by Ruth

Looking to pack a big content punch into a small file? Need to convey complex or detailed information, but don’t think your audience can stomach another 20-page white paper? Want your document to be visually interesting and interactive, too? Look no further than an interactive PDF (iPDF). No more paging down to wade through content […]

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The Business of Copywriting

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How to Write an Edgy White Paper

Friday, April 15th, 2011 by Ruth

Ho-hum. Another white paper. Most clients struggle to turn this staple of the high tech industry into something exciting, engaging, and most important, actually read. An edgy white paper is refreshing. Challenges your thinking. Shows true zeal. We’ve written hundreds of white papers. Though often few and far between, the edgy ones are my favorite. […]

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How To Write a Great (Sexy) White Paper

Thursday, July 8th, 2010 by Ruth

White papers get a bad rap. Dull. Long. Overly-complicated. Anything but sexy. But they’re still one of the highest-impact marcomm assets you can create. Give your customers what they yearn for—variety, visual interest, and bold content—and they’ll fall in love with white papers (and your company) all over again.

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