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Market, Sell, Educate & Inspire. An Editorial and Design Email Newsletter from Canright Communications.

Get Inspired

Do not let what you cannot do interfere with what you can do.”
–John R. Wooden

What We’re Reading, Watching, and Listening To:

AYA recommends:
Shoplifting from American Apparel
Written by Tao Lin

Here Comes Everybody
Written by Clay Shirky

CHRISTINA recommends:
The Breakfast Club
Directed by John Hughes

Letters to a Young Poet
Written by Rainer Maria Rilke

COLLIN recommends:
You Are Not a Gadget: A Manifesto
By Jaron Lanier

Alice in Wonderland
Directed by Tim Burton

LUKASZ recommends:
The Animation of Alexeieff
Directed by Alexandre Alexeieff

MICHAEL recommends:
Robert Brownjohn: Sex and Typography
Written by Emily King

Reckless Nights & Turkish Twilights
By Raymond Scott


APRIL 2010
(773) 248-8935

Ebook

Ebooks can be powerful lead-generating tools. (Check out this month’s article.) To learn more about ebooks and how to put one together, register for our webinar "How to Publish an Ebook for Your Business," Tuesday, April 27 at 11:00 am CDT. Presented with Forward Progress.

We Love Start Ups

No, we're not preferential. We just know that startups can often use help when they are pulling together a lot of elements at once for the new business. Download our "5 Things Every Startup Needs," from our website.

What’s Inside

The Ebook: The White Paper’s Stylish Younger Sister
Ebooks have gotten a lot of attention over last the month with the excitement of the Apple iPad. Yet marketing ebooks have proven themselves as business-to-business marketing tools with distinct advantages over the traditional white paper. READ MORE>

Milestones
Canright revised and redesigned a technical manual for James Instruments, a leading manufacturer of non-destructive test equipment for concrete and other coarse-grained materials. READ MORE>

Canright created a compelling new design for the Wright Institue's More Life Training website. READ MORE>

Canright designed a custom presentation folder for Center for Christian Life Enrichment (CLE), a Christian counseling and coaching center that is committed to providing cutting-edge, dynamic, and effective support to those who want to live great lives. READ MORE>

The Ebook: The White Paper's Stylish Younger Sister

By Collin and Christina Canright

Ebooks have gotten a lot of attention over last the month with the excitement of the Apple iPad. Yet marketing ebooks have proven themselves as business-to-business marketing tools with distinct advantages over the traditional white paper.

Now we are not discussing ebooks as the electronic books read using the Amazon Kindle or Apple iPad. Instead, we are referring to electronic books, generally published by individuals or companies in Adobe Acrobat PDF format, that are used to show thought leadership, explain a subject, or take a position, much like traditional white papers.

Like a white paper, a pertinent and relevant ebook is a powerful lead-generating tool. The marketing ebook is essentially a unique twist on the white paper format, but is different, especially from a design perspective. A white paper is like a journal article. An ebook is more like a magazine article.

The ebook format provides a more engaging experience for the reader, builds a case, and uses a more design-intensive format. It's fun, too. You can use the best of visuals developed online and in magazines to attract readers and compel them to read the concepts you are laying out for them. This is definitely not white-paper style.

But like a well-formed white paper, an ebook tells your prospects that you are a credible source of information, giving you that sought-after expert status. The best part about an ebook is that it is distributed widely for free and is intended to educate, generate interest, and inspire action. Ultimately, an ebook is a way you attract people in order to get a relationship.

In "The New Rules of Viral Marketing," David Meerman Scott goes so far to say, "ebooks have become the stylish younger sister to the nerdy white paper." He further stresses the importance the ebook serves by stating that, "ebooks have a great deal of importance to readers. People can instantly see the value of a product that looks like for-purchase content but can actually be downloaded for free. In my opinion, ebooks should be material people want to read...."

Although Scott dismisses white papers, we believe that white papers and ebooks each have a place—each are valid tools. White papers, for instance, are still the top source of information for technology buyers, according to the Eccolo Media 2009 B2B Technology Collateral Survey. It all depends upon the specific marketing message and the audience you are trying to reach.

The release of an ebook can also be a web and social media catalyst. People prefer to consume collateral from their computers: Only 1 in 4 surveyed even print out an online document, the Eccolo survey shows. And content is as much a source of social media outreach as conversation and customer service.

To learn more about ebooks and how to put one together, register for our webinar How to Publish an Ebook for Your Business, 11:00 am CDT, Tuesday, April 27, and presented with Forward Progress.

In the meantime, here are links to some ebooks to get you thinking:

16 Must-Read B2B Marketing Strategy Ebooks
A survey of ebooks from lead generation to case study writing.

10 Must-Read eBooks for Social Media Lovers
A great list of social media and marketing related ebooks.

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Milestones

James Instrument V-Meter Meter Manual

Canright revised and redesigned another technical manual for James Instruments, a leading manufacturer of non-destructive test equipment for concrete and other coarse-grained materials. The manual is a how-to guide for James' V-Meter™ meter, an ultrasonic pulse velocity instrument designed to determine the quality of concrete, wood and other coarse grained materials. Canright rewrote the manual copy for ease of use and included helpful step-by-step illustrations.

More Life Training Website

Canright created a compelling new design for the Wright Institue's More Life Training website. The client wanted to focus on the substance of the training and what participants would learn. They also wanted a more content-focused explanation rather than a traditional sales-oriented page.

Center for Christian Life Enrichment

Canright designed a custom presentation folder for Center for Christian Life Enrichment (CLE), a Christian counseling and coaching center that is committed to providing cutting-edge, dynamic, and effective support to those who want to live great lives. The folder completes CLE's set of printed promotional materials—including flyers and brochures—which were also designed by Canright in a recent re-branding effort for CLE.

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