Posts by Gordon Graham
Quick tip: Using multiple calls-to-action
You’ve heard the standard advice: Use one call-to-action to make it crystal clear what interested prospects should do. But what if you have multiple audiences for the same white paper? What if one call-to-action isn’t enough? There’s a simple way to handle that: Just specify a different call-to-action for each segment of the audience. Here…
Read MoreWhite Paper World 22, May 18, 2023
Fresh content: YouTube episodes on my AI white paper This just in: 2023 report on B2B content from NetLine What I’m listening to: “Hurt” by Johnny Cash Big Book Giveaway next issue Fresh content: YouTube episodes on my AI white paper If you haven’t yet read the white paper I wrote with ChatGPT,…
Read MoreHow to tell a story
Every child knows what a story is. We’ve all been hearing stories since before we could walk. Marketing gurus constantly tell us to use stories to engage prospects. For sure, any case study or problem/solution white paper must tell a compelling story. But have you ever stopped to ask what “a story” really is? Any…
Read MoreWhite Paper World 21: May 4, 2023
Quick tip: Help for sore hands Tools of the trade: Vertical mice Fresh content: Responsible AI Rest in peace, Dad Quick tip: Help for sore hands This month, I had my fourth finger operated on to fuse the small joint, worn out by 50 years of typing and 40 years of clicking mice. Let’s face…
Read MoreTools of the trade
We all need tools, and writers are no exception. Here’s a roundup of all the cool tools of the writing trade mentioned in White Paper World so far. I’ve tried all these and each one earns a solid two thumbs-up from me. And I use most of these tools on every white paper I write.…
Read MoreWhite Paper World 20: April 14, 2023
This just in: AI for Writers Summit Highlights Fresh worry: AI may “flatline” all human skills Quick tip: Stop charging by the hour! You asked: Why so much on AI? This just in: Highlights of AI for Writers Summit Writers who have never written a line of code in their lives make the best AI…
Read MoreYou asked: Why so much on AI?
“Why all this stuff on AI?” you ask. “I thought this website was about white papers?” You’re right. It is. Allow me to explain. I believe AI is a game-changer for all writers today. A black hole that every writer is being sucked through. A singularity that changes everything. And here’s why. I’ve written about…
Read MoreQuick tip: Stop charging by the hour!
Whatever you think about AI, it’s fast. And cheap. ChatGPT-4 can write a blog post faster than you can dictate the words. And it can revise and rewrite just as fast. For pennies. With no complaints. So if you’re a writer or agency still charging clients by the hour, you can’t compete with your…
Read MoreResponsible AI Policies
I believe every organization should develop and post AI policies on their website. This manifesto was originally created by the Marketing AI Institute. That White Paper Guy agrees with all the following principles. We believe in the responsible design, development, deployment, and operation of AI technologies. We believe in a human-centered approach to AI that empowers…
Read MoreQuick tip: With AI, tackle your most significant tasks first
Just because you CAN do something with AI doesn’t mean you SHOULD. Don’t throw out the baby with the bathwater. Don’t get rid of a perfectly fine workflow just to save a few bucks. For example, people proclaim they now use AI to generate their own graphics so they’ve stopped buying stock photos. Is that…
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