Article:
I Am Writing for You: The Power of Picking and Writing to a Single Executive

By Aaron Joslow, Principal

When you deliver a presentation, you know to speak to the audience. What about white papers? Who do you write them for?

Many thought leaders write white papers without a clear vision of who the reader is. How you write to that particular reader, how you frame what you say, and how you guide their decision-making process determine whether your content will captivate that reader, build trust, and start a conversation.

To do all that effectively, you need to pick and write to a single person.

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Worksheet:
Stop Sweating Your Marketing Return:
Calculating Your Firm's Webinar ROI

Article:
There Is No Business without Show Business: 15 Tips Presenting Your Ideas

By John Verret, Associate Professor of Advertising, Boston University

Whether or not we like to think about it this way, we are performing whenever we are called upon to speak. During an important meeting, this is especially important to think about.

My theory is quite simple: If you are performing anyway, why not make it a great performance? You have the ability to do it.

Here are some tips to think about before you speak in public the next time.

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