Posts by Gordon Graham
Quick Tip: Case studies and white papers
You can include a case study in a white paper. But you can’t include a white paper in a case study. Remember the key differences between these formats: A case study tells the story of one happy customer A white paper describes a better way to solve an industry-wide problem A case study usually runs 1,000…
Read MoreWhite Paper World 12: November 10, 2022
Fresh content: Let’s deconstruct a numbered list Quick tip: Case studies and white papers Holiday shopping: Writers love books! Just for fun: October book winner Fresh content: Let’s deconstruct a numbered list I recently came across an excellent example of a numbered list. You know, strawberry? It was a political column published in, of all…
Read MoreWhite Paper World 11: October 27, 2022
Classic content: White papers and… Halloween?! Quick tip: Don’t ask dumb questions This just in: Where do you find clients, again? October Book Giveaway: Writers, level up your marketing! Classic content: White papers and… Halloween?! If you didn’t see my post last year, you’re in for a treat. That’s when I realized that getting…
Read MoreQuick Tip: Pick your idea the way Goldilocks does
A white paper needs an idea that’s not too big, not too small. Just like Goldilocks, you need an idea that’s just right. Here’s how to find one. Say you work for a company that makes electric lawn tools, the kind that run on batteries instead of gasoline. And you’re looking for a topic for…
Read MoreWhite Paper World 10: October 12, 2022
Fresh content: Fix a draft that’s too long or too short Quick tip: Pick your idea the way Goldilocks does Just for fun: September Book Contest winner Fresh content: Fix a draft that’s too short or too long How long is a white paper? Well, I’ve seen everything from a one-page sales sheet to a…
Read MoreFix a draft that’s too short or too long
I’ve seen everything from a one-page sales sheet to a 100-page book called a “white paper.” Clearly these are both pretty extreme examples. Most white papers today are 6 to 8 pages of main body copy (2,000 to 3,500 words). And most have a few more pages wrapped around the main body: Front matter at…
Read MoreQuick Tip: Don’t ask dumb questions
Some people say, “There’s so such thing as a dumb question.” I disagree. Here’s why. Say you’ve lined up an interview with the VP of R&D for a white paper you’re working on. There are plenty of dumb questions you could ask a busy manager like that. Dumb question #1: Anything way too open-ended —”What does…
Read MoreWhite Paper FAQ (Frequently Asked Questions)
When I first started writing white papers 25 years ago, I looked all over for a FAQ. When I couldn’t find one, I decided to write one myself. Over the years, I’ve kept adding to it, until today when it covers 36 questions. This is undoubtedly the most detailed, most thorough FAQ on white papers…
Read MoreWhite Paper World 9: September 28, 2022
Quick tip: Push your listicles to the top Fresh content: 5 reasons why writers should learn about rhetoric What I’m reading: Farnsworth’s Classical English Rhetoric September Book Giveaway: Name that device! Quick tip: Push your listicles to the top AP Style and all the major writing guides say to spell out numbers up to nine…
Read More5 reasons why writers should explore rhetoric
I never studied rhetoric at school. There were no doubt a few courses on rhetoric in my university syllabus. But I flipped right past them. At the time, I considered the topic old-fashioned, boring, and useless. Oh, the folly of youth! Today, I dearly wish I had taken those courses. I’ve come to see rhetoric…
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