White 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 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 MoreHow to fix 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 those were both extreme examples. Most white papers today are 6 to 8 pages of main body (2,000 to 3,500 words) plus 5 or more pages at the start and end: Front matter: cover, contents page, executive summary…
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 papers and… letters to Santa?!
Do you know anyone writing a letter to Santa? I always urge my kids to write one early in December. And that got me wondering: Is a Dear Santa letter anything like a white paper? In the spirit of the holidays, here’s a lighthearted look at the similarities between the two… with tips on white…
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…
Read MoreQuick tip: Push your listicle to the top
Quick tip: Push your listicles to the top AP Style and everyone else says to spell out numbers up to nine when you’re writing copy or content, right? But you really should break this rule when naming a numbered list (listicle). Here’s why. Consider two white papers, called: —Three Secrets of SEO You Must Understand…
Read MoreWhite paper writer tip #2: Build an argument
Every white paper writer must learn how to build a coherent argument. Without one, your white papers won’t convince anyone of anything. But a white paper that presents a strong argument can be right on the money. It can generate great results for years running. The question is, what makes a good argument? And how do…
Read MoreBook review: Farnsworth’s Classical English Rhetoric
For years, I never knew that the process of building an argument has a name. And that name is rhetoric. And that every white paper I wrote was an exercise in rhetoric. As I slowly got a clue, I revisited Aristotle‘s three elements of persuasion. I find it very powerful to know which element to use…
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