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White paper writers often ask me, “What makes a good source?” That’s a great question in today’s era of “fake news” and “alternative facts.” Deliberate falsehoods are being spread from many sources: social media chatbots, agents of foreign governments, clickbait creators—not to mention vendors lying about their products. Because of all this deceit, a recent…

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Here’s a few of my favorite things from 2017. After all, there’s more to life than white papers.  One of the habits of highly effective people is to “sharpen the saw.” That means taking time off to refresh and renew yourself. [Tweet “Take time off to refresh and renew; you can start with some of…

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I get that question a lot. One good answer is, “anything that’s hot right now.” And that hot topic should refer to something that’s relatively new, relatively complex, and relatively expensive.  This rule explains why I recently heard from four eight 13 16 24 prospects launching new cryptocurrencies—something like Bitcoin. What makes cryptocurrencies so hot?    …

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What are some tips and tricks for grabbing a reader’s attention with a white paper? I recently answered that question on Quora.  There are many things you can do to help get a white paper noticed, ranging from the cover to the structure to how you write the content. Here’s a more detailed answer, expanded…

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You’ve probably heard my concept of the three “flavors” of white papers. But within these three, there are many different ways to organize a white paper.  Here are 16 possibilities, which I’ve extracted and expanded with thanks from one of my favorite books, Presenting to Win by Jerry Weissman. Weissman is a former New York…

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Every white paper gets reviews, often by numerous people. But these reviews aren’t always helpful. To gain an effective review, a white paper writer or sponsor sometimes needs to take reviewers by the hand and give them a little guidance. This article includes five tips, plus a reviewer’s checklist you can download and circulate to your…

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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 usually only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B…

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Last fall I had the pleasure of attending the AWAI 2016 Bootcamp in southern Florida. What a fantastic event! What’s not to like about a meet-up of 450 writers in an ocean-side town that has October temperatures reaching almost 90 degrees? The opening keynote speaker Alexander Green provided many inspiring tips on writing. If you’ve never heard of him,…

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photo of pile of documents with a sticky note saying DONE

When you finish a white paper, what’s next? If you’re like most writers, you send in your invoice, and then take the rest of the day off. But haven’t you forgotten something? What about sending your client all the sources you referenced in your white paper? How about backing up all those claims in your argument with…

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I’ve written for 120+ different companies now. That gives me enough experience to separate the sheep from the goats, the good from the bad. I’m always delighted to work with a good client again. And I’m happy to be done with the few I consider not-so-good. Here’s my list of 9 tips on how to be a great client for…

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