Posts by Gordon Graham
Quick Tip: Move up your Executive Summary
We all know the proper page order for a white paper, right? The proper page flow is clearly like this: Page 1: The cover that attracts attention with a graphic and catchy title Page 2: The Contents that show at-a-glance what’s inside Page 3: The all-important Executive Summary that sums up the main ideas I…
Read MoreTips on using dictation software to write
Marketer or writer, you need to get text out of your mind and onto your screen every day. Most people do that by typing. If you’re fast, you might get 60 words a minute. But you can talk at something like 150 words a minute: 2.5 times that fast. That’s why I love dictation software:…
Read MoreBook review: The Content Marketing Handbook
I have plenty of books by Bob Bly—the copywriter’s copywriter—on my shelves. And every so often, I add another. Bly is one of a small handful of writers who are equally at home writing both content and copy, writing to explain and writing to persuade. His recent book The Content Marketing Handbook is a treasure-trove…
Read MoreWhite Paper World 5: June 23, 2022
This just in: 2022 AWAI White Paper Spec Challenge Winner Quick tip: On your white paper cover, show pictures of people Design corner: Do you like my new font? Just for fun: 7 Wordle clones, 2 suggestions + Wayne Qwynn This just in: 2022 AWAI White Paper Spec Challenge Winner I just wrapped up…
Read More2022 White Paper Spec Challenge Winner
I just taught another session of the AWAI White Paper Mastery and Certification Program. And I’m delighted to announce the winner of the $5K White Paper Spec Challenge. Out of 72 papers submitted, the very best was done by Jennifer Koppelman. Meet Jennifer Koppelman Originally from Illinois, Jennifer’s family moved near Phoenix when she was 9.…
Read MoreWhite Paper World 4: June 2, 2022
Fresh content: How is creating a white paper like baking a blueberry pie? Quick tip: Don’t make your readers do this! This just in: A new metaphor for mashups? Fresh content: How is creating a white paper like baking a blueberry pie? When you bake it from scratch, of course. This new article compares six…
Read MoreWhite papers and… baking a blueberry pie?!
Believe it or not, creating a great white paper is a lot like making a blueberry pie. Think about all the significant items you need to make a scrumptious pie. It all begins with a good recipe, so you know what to put in (and what to leave out), in all the right proportions. Then…
Read MoreThis Just In: A new metaphor for white paper mashups
More than 10 years ago, I came up with the three flavors of white papers: Vanilla for an old school product backgrounder Strawberry for a light-and-lively listicle Chocolate for an industry problem/solution It’s a practical, memorable, sticky idea that has spread far and wide. (Many people arrive in my classes keen to hear all about…
Read MoreRepurposing: Your secret marketing weapon
I’ve worked on white papers, and I have a secret: Less than 1% of those white papers was ever repurposed. Only a tiny handful of my clients, large and small, ever thought about repurposing. And only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B marketing…
Read MoreHow to pick the perfect flavor for your next white paper
How many flavors of white papers are there? Most “white paper experts” list 8 or 10 types of white papers. When I first started in white papers, I used to agree. But after working on of these documents, I’ve made a startling discovery. There are really only three main flavors of white paper. That’s right:…
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