Sally Bacchetta

As I wrote in my column Why You Need Instructional Design, “Great instructional design attracts learners to the content, to the performance ideal, and to the change process. This attraction is essential for changing behavior.” If you’re looking for great instructional design, you need to find an instructional designer with these three qualifications:

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A sell sheet is a high-impact, single-page presentation of your core capabilities, customer benefits, and contact information. It is a smart way to get your brand into the customer’s hands without the bulk or expense of a brochure.

When you think about it, sell sheets are a lot like superheroes.
Superheroes build their reputations around one or two specific qualities – strength, speed, ability to climb walls – and sell sheets highlight one or two specific services.

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When is your best advertisement not an advertisement? When it’s a press release.

In the competition for consumer attention, a well-written press release is one of your most valuable marketing tools. Why is it vital to put yourself in the news?

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Robert Louis Stevenson said, “Everyone lives by selling something.” You sell yourself with a resume or portfolio. You sell your company news with a press release. You sell your ideas and expertise with promotional materials, website content and corporate communications.

In business communications, the power of words lies in their capacity to change behavior. Whatever your objectives, you can achieve more by choosing words that sell. How?

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Writing for the web is the same as any other type of writing, except that it’s different.

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Your brand is identified by a logo or a look, but it is ultimately a perception that rests with your customer. Words are a powerful tool for conveying brand benefits and building a positive consumer perception of your product or service.

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RFID actually stands for Radio Frequency Identification, a network of transponders (tags), readers and software that enables automatic identification and tracking of items from a remote location. Each RFID tag contains an integrated circuit (IC), which is encrypted with a unique electronic product code (EPC) — essentially, an electronic fingerprint. When a tag passes within range of a reader, the EPC is transmitted to the reader through an antenna. The transaction is recorded and retained in the central database, providing real-time track-and-trace of the tagged item.

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