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Quick tip: Start dropping LSD

yellow blue capsule with numbers inside

No, this isn’t advice on recreational drugs. This is about avoiding false precision in numbers. White papers often present numbers or statistics. But most writers are “word” people, not “number” people. So to us, numbers can be as mindbending as a bad trip. This quick tip will show you how to express numbers clearly and…

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White papers and… the Greek gods?!

Zeus the king of the ancient Greek gods

In ancient Greece, tales of the gods served to inspire, caution, and educate mortals. Today these legends can guide us to create white papers that ascend to the heights of Mount Olympus. Here are five tips on how these timeless gods and goddesses can inspire us to create more effective long-form content. 3.5 minute read.…

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What’s a good topic for a white paper?

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 in 2017-2018 I heard from four eight 13 16 24 58 prospects launching new cryptocurrencies, something like Bitcoin. What made cryptocurrencies…

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Quick tip: How to layer information for multiple audiences

multi-layer rainbow cake to signify layering information in a white paper

Ideally you can create one white paper for every segment of your target audience. But what if you can’t swing that? What if for some reason—time, money, or whatever—you need to reach more than one audience with the same white paper? In another article, I described how to “clone” one basic document for various segments…

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White Paper World 37: February 16, 2024

White Paper World logo Feb-2024

Listen up: Now there’s audio! Quick tip: 3 steps to a stronger title [with example] This just in: 6 out of 10 B2B marketers use white papers, again Help with your next white paper: Get a blueprint! Listen up: Now there’s audio! 1 minute read. 1 minute listen.   Drum roll, please! You can now…

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Quick tip: 3 steps to a stronger title [with example]

bride in white wedding dress holding red roses

The title is the single most important line in your white paper. A good title gets your paper noticed. A poor title gets it ignored. That’s why much of the success of a white paper depends on your title. But many writers struggle with titles. So here’s a step-by-step process that makes writing your title…

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Quick tip: Don’t say “once every xx seconds…”

Woman sitting alone with stat on 1 suicide every 40 seconds

I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a fictional story I’m working on. In my research, I encountered a statistic that always bugs me. Here it is, from no less than the World Health Organization: Suicide: one person dies every 40 seconds1 What a shocker, right?…

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White Paper World 36: February 1, 2024

White Paper World logo Feb-2024

Quick tip: Don’t say “once every xx seconds…” Great book: How to Lie with Statistics February Book Giveaway: Send me a shoddy statistic! Need help with your next white paper? Quick tip: Don’t say “once every xx seconds…” I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a…

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Quick tip: Here’s a great little book on statistics

So far, I’ve posted two quick tips on how to avoid shoddy statistics. Both articles included examples from the real world. You can see those here: Don’t use numbers out of context Don’t say “once every xx seconds…” So how about some positive tips on how to use numbers properly? If you’re interested in how…

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