Has this ever happened to you?

You read through some new content you've been toiling over. But something's wrong. It feels – how should I put it? – less than inspired. A bit boring.

You imagine a prospect downloading your content.

She fires it up and reads a few sentences but you can see her eyes glazing over. She skims a few pages ahead. Tries again. Flicks across to her email.

A few hours later she’ll spot the barely-read document still open in her browser. She'll save it to read later.

But she won’t read it later.

Does the thought of all that wasted time and effort make you shudder?

Tom hears his firm didn’t make the vendor shortlist.

Again.

He looks out the window and wonders. What’s going on here?

His company’s product is solid. Technically it kicks the butt of his competitors. Feedback from customers is stellar.

Yet when his firm bids for work with larger firms, too often it fails to make the shortlist.

Louise sits, glazing at her screen.

The cursor blinks. Reproachfully.

How can she describe what this darned white paper should have in it?

She racks her brain. Her mind aches with the heavy lifting. She’s frazzled.

There are just too many possibilities to cover with one hard-pressed budget.