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Master the art of white paper writing with these top 10 tips!

I’ve worked on 325 white papers over 25 years, and I’ve learned what works—and what doesn’t. Now, I’m sharing my top 10 techniques in a special tipsheet, all to help you create better white papers. Imagine your satisfaction at hearing: —”This is our best white paper ever!” —”We’re getting more leads than we  expected!” —”When can…

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Quick tip: Get to know your designer

laptop with text being sent over a brick wall

When you’re working with a designer, do you just “throw your text over the wall?” Do you ever talk to the designer? If not, how can you expect them to figure out what you want to see? Every time I’ve taken a few minutes to talk to the designer, things have gone well. But the…

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-Quick tip: How to use tables in your content

What is a table? We all know a table when we see it. but how would you define it? I’d say a table is a set of data organized by vertical columns and horizontal rows. When to use a table   How to write an effective table   Some sample tables done in Word P.S.…

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-Quick tip: In a problem/solution, cover doing nothing

If you ask B2B salespeople, many will say their toughest competitor is not another company. It’s the prospect not doing anything. They doesn’t make any decision They don’t take your solution to their boss They dither, delay, make excuses, or stop responding And your salesperson’s best efforts lead to nothing. That’s why your white paper…

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Quick tip: Turn the tables on your competitors

overhead view of business people sitting around a table showing the competition

When you’re up against stiff competition, how can you make your product’s unique value stand out? One simple tactic in any problem/solution white paper: Create a table to sum up all the traditional solutions aka competitors. You can be pretty sure everyone going through your white paper will stop at a table and scan through…

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Quick tip: How to write a white paper title that sizzles

a frying pan with fire around a white paper that says "Your title here"

Which white paper would YOU sooner read: If you’re like most people, the title on the left makes your eyes glaze over… while the one on the right has a fighting chance to get your attention. Want to make your white paper title sizzle? Here are 11 tips on putting together more compelling titles for…

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Quick tip: Don’t rush a white paper late in December

calendar of December showing last half struck out

Around mid-December every year, several prospects ask if I can finish a white paper before the New Year. I say, “Not very likely. Why the rush?” Then they sheepishly tell me. Sometimes it’s their bonus Their editorial calendar called for four white papers for the year, but they only did three. If they don’t do…

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