A Deep Dive Into White Papers

Posted on by Waypoint Writing

One powerful tool that often goes unnoticed in the world of marketing and business development is the white paper. While many people associate white papers with technical and industry information, these papers are far more than just dense reports. 

White papers are actually a great way for businesses to establish thought leadership, generate leads, and drive growth. But how?

Well, first let’s get into what a white paper really is. 

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From Making Headlines With My Brain Injury to Writing Them

Posted on by Waypoint Writing

Editor’s note:

This post was written as a follow up to a previous guest blog post, featuring our copywriter intern Jayme Severance and his struggle to find full-time employment, having overcome tremendous odds in the wake of a traumatic brain injury (TBI).
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Marketing a Horror Story into a Heartfelt (or Hallmark) Celebration of Love

Posted on by Waypoint Writing

Regardless of whether or not you consider Valentine’s Day a Hallmark invention designed to boost profits benefiting the corporate greeting card sector, or you sincerely try to fashion yourself as a glaring bull’s eye for cupid’s arrow, the supposed history — compared to the here and now — of Valentine’s Day do not match up. But take heart, the disparity between these two realities should be considered a sustained stroke of marketing genius.

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A Story Without an Audience: What it Means to Really Listen

Posted on by Waypoint Writing

Listen.

At the risk of writing a blog post that sounds more like a high school English paper due in 20 minutes, permit me (a moment?) to remind us all of the definition of the word listen.

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Nipples on Your Knees…And More Farm-Bred Pragmatism for Your Brand [Video]

Posted on by Waypoint Writing

On our first foray into the farm-to-table realm, Jenn and I decided to pitch Republic, a successful restaurant local to our home office. We wanted the owners, Chef Ed Aloise and his wife, Claudia, to let us capture their story; animate their mission, demonstrate their transparency and unwavering commitment to local sustainability.

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