Captions

Tips on writing captions for illustrations.

The Elements of Classic White Paper Design

December 3, 2018 by Leave a comment

In recent articles in this space, I’ve been examining factors that are important to a white paper’s success, and common mistakes that often sabotage that success. Another of those important factors is the effectiveness of the white paper’s presentation.

Seventy-one percent of technology buyers surveyed by KnowledgeStorm and MarketingSherpa said ...

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9 Ways to Make Your Promotions “Scanner Friendly”

September 8, 2009 by 2 comments

I call it the Business Prospect Paradox.

In the world of business-to-business marketing, your prospect is a reader. Reading is a big part of his job description. He must read to make informed buying decisions on the products and services he needs to do his job properly.

Yet in our ...

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Ignoring this “Reader’s Habit” Could Cost You Sales

July 9, 2009 by 1 comment

I spent a couple of days at the Paris Air Show last month. And as I usually do at such events, I picked up a bunch of product brochures to take home and study. Reviewing them, one thing jumped out at me. I saw the same costly mistake being repeated ...

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