Three things that will sink your e-book

Savvy marketers know finely crafted e-books are highly effective tools for promoting products and services. Yet three common mistakes often ensure that e-books end up collecting digital dust. It’s a pity, because these design-rich, information-stuffed pieces pack an impressive descriptive punch while explaining the benefits

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7 tips for mastering the art of the customer SME interview

Conducting an effective customer interview is an art—one that’s vital to producing a compelling success story. The interview offers opportunities to not only collect information but also generate project momentum and capture a story in the customer’s own words. Those words should be at the

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How do you diplomatically tell important people that they can’t write?

I recently had lunch with a friend who manages the relationships between one of our clients and an important group of industry analysts. He described a ticklish challenge he’s facing this way: “All of these guys are smart, but not all of them can write.

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4 components of an effective success story

If your business is similar to most IT companies, success stories are likely to be the most valuable marketing content you can produce. Done right, these stories overcome skepticism, shorten sales cycles, and help close deals. This form of sales literature provides real-world evidence of

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