That White Paper Guy

Hi, I’m Gordon Graham, award-winning white paper writer.

Over the past 25+ years, I worked on 323 white papers for clients like 3M, Google, Verizon, and the Linux Foundation… plus many smaller firms with big ideas.

As of September 2025, I’m hanging up my mouse. I am retired.

Gordon Graham aka That White Paper Guy

Still grooving. Just a little slower.

I turned 70 this summer, and that got me thinking.

I’ve had a great run writing B2B content. In fact, I’ve been writing for money since I was a teenager.

But I have other things I’d like to do while I still can.

Like renovating my 125-year-old house.

Spending more time with my wonderful wife and teenage kids.

And playing pickleball.

So I’ve retired from writing for clients, except for an occasional special project.

But you can still benefit from my years of experience.

Need a white paper done right?

Whether you’re a B2B writer or marketer… at your own business, or agency person, or in-house…

Whether you’re looking for helpful advice, useful resources, or a shot of inspiration…

Anything from time-tested tips on getting started… to my best advice on how to strengthen a shaky draft.

Even if you’re writing with AI, I can help you make it better.

What you’ll find on this site…

For common questions, look at my White Paper FAQ
Check out my free articles sorted by categories from design to writing, plus AI
Get my longer special reports
Sign up for my Substack newsletter
Watch YouTube for my analysis of white papers I found good and no-so-good
Get my book, White Papers For Dummies: a classic with tons of timeless advice

Enjoying the free resources?

If my tips help you land a client, finish a project, or write a better white paper, why not say thanks with a cup of coffee?

The two services I still offer

While I’m not writing any more white papers, I can still make yours shine.

a blueprint becoming a frame becoming a finished kitchen to signify a white paper blueprint

1. Start strong with a White Paper Blueprint

Avoid confusion and costly mistakes. Engineer your white paper for success.

In one Zoom, we clarify your goals, audience, flavor, title, major points, stakeholders, and promotions.

Then in a few days, I deliver a custom blueprint in my unique format. That helps to get your whole team on the same page, and save you weeks of false starts.

Fee: US$975 payable in advance. Your satisfaction guaranteed.

See more details on a white paper blueprint…

2. Finish with confidence with a White Paper Checkup

Got a draft that’s… not quite right?

Maybe you used AI and it sounds a little… robotic?

I’ve fixed dozens of ailing white papers, so I know just what to do.

I start with a deep read and checking for 12 important flaws I often see. Next I spend a couple days pondering everything from the title to the sources, the argument to the graphics. Then I send you my detailed, specific suggestions.

You’re free to use my suggestions yourself, ask another good writer you know to do them, or get a quote for all those revisions from me.

Fee: US$750 payable in advance. Follow-up revisions quoted as needed. Your satisfaction guaranteed.

See more details on a white paper checkup…

Just one more thing…

Well, there’s what I have to offer: two focused services and a big pile of freebies.

So write bravely. Rewrite wisely. And when in doubt, go for a walk.

Or have some chocolate. With your coffee.

That White Paper Guy

White Paper FAQ (Frequently Asked Questions)

Get answers to 35 common questions…

everything from from “What exactly is a white paper?” to “Won’t all white paper writers soon be replaced by AI?”

Free articles

And of course, many thought-provoking articles on White Papers and AI

Special reports (click any cover)

How to Pick the Perfect Flavor for Your Next White Paper

Ever wonder where the concept of “chocolate, strawberry, vanilla” white papers came from? That was right here, in my original “ice cream report.”

And I believe it’s still true today: 4 out of 5 white papers fall into one of these ice cream flavors.

White Papers For Dummies infographic

This 4-page PDF reveals:

The 3 main flavors of white papers
When to use each flavor
What to include, and what to leave out
A page-by-page recommended layout of content for each flavor

This infographic briefly sums up about 100 pages of my book, White Papers For Dummies.

With these insights, you can quickly pick the perfect flavor for your next white paper!

9 Reasons Why ChatGPT Can’t Write Your Next White Paper

An entire white paper written by ChatGPT early in 2023, plus my afterword. This took me 150+ prompts and 10 drafts, and I had to re-do the research ChatGPT made up.

Even so, the AI saved 1/3 of the time it would otherwise take to write this.

My conclusion?

“All in all, I’m convinced ChatGPT can help make writing white papers faster and easier than ever before.”

10 Quick & Easy Tips to Make Your Next White Paper a SMASH Hit!

These timeless tips touch on research, writing, designing, and promoting a white paper:

The biggest blunder you can make in a white paper, and how to avoid it
3 simple questions you must ask to target your ideal reader
5 proven formats for titles that grab your readers’ attention
3 sure-fire ways to make your writing more readable

Plus, each tip links to hand-picked articles from my website to give you even more in-depth advice.

These are my top all-time tips for any long-form project. And here’s my promise: If you follow these tips consistently, your next white paper will be far more engaging and persuasive.

Coming soon: What We Can Learn from the Oldest White Paper Ever

Forget the Churchill White Paper of 1922. Here’s a better model that’s a century older.

I discovered this 1818 document in the British Library, amazed at how it closely it follows the modern approach to B2B white papers.

Preview: My hunt for the oldest white paper…

Newsletters

White Paper World

See all 58 back issues of my regular newsletter from 2022 through spring 2025.

There’s a quick tip in every issue!

Substack for White Paper World

See my occasional news and views from fall 2025 to today.

I post when I have something useful to say, not to meet an editorial calendar.

The White Paper Review YouTube show title

The White Paper Review (YouTube)

Listen to myself and copywriter Brian Boys analyze two white papers from the real world. We pick one paper that we really like, and one with a lot of problems.

Episode 1: eHANG flying vehicles and Honeywell bar-coding equipment

Episode 2: officeMorph on office renovations and SAP / Business Objects

Episode 3: AXA Health insurance and HP color printers

Episode 4: IBM Security and Oracle Eloqua content marketing

Episode 5: ExactFlat fabric in manufacturing and Seamless online food ordering

Episode 6: Autodesk digital twins and Symantec SaaS

Episode 7: Lokker security and Oracle project management

Episode 8: Florida Eye Specialists B2C about cataracts and PlanetQuest online game

Special episode 1 on the white paper written by ChatGPT:
What we liked about this paper

Special episode 2 on the white paper written by ChatGPT:
What went wrong with this paper?

White Papers For Dummies

Originally published in 2013 and packed with tips and advice that’s still relevant today. The only thing that’s changed much is that we use later versions of software like Windows and Word.

And of course, AI has arrived. But no book can keep up with how fast AI moves!

Cover of book White Papers For Dummies