Meet Your Invisible Audience
Like the body of an iceberg, your audience goes deeper than you can imagine. It’s very easy to see who’s […]
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B2B Readers Are Busy. Here’s How to Write for Them.
When it comes to B2B writing, your readers are busy people bombarded by information. Put yourself in their shoes. Do
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A Better Way of Thinking About Best Practices
I’m not a big fan of the term “best practices.” The basic concept behind a best practice is admirable: Learn
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For Great Content, Start at the End
Mystery novelists often advise young writers to determine the ending of their books — the whodunnit part — and then develop the
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Printer Error
Benefits will always beat out features, but not all benefits are created equal. A benefit that can be confused for