Tell the truth! Show your white paper sources
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…
Read More9 tips for how to be a great client
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…
Read MoreThat Messy Office Contest 2016 Results
Well, the deadline has passed. How did you do on your office cleanup? I did fabulously well, if I do say so myself. You be the judge. Below is my messy office before the cleanup (click image for a larger panorama). And below here is my tidy office after (click image for a larger panorama). Notice any difference? …
Read MoreHow to handle the 4 types of comments on white papers
Dealing with comments can be challenging. This excellent article from copywriting legend Bob Bly describes how to recognize and handle the different types of comments from clients. Comments on draft white papers fall into one of four categories. This is my view after 37 years as a professional copywriter. During that time, I’ve written white papers and many other…
Read MoreHow to organize and declutter your office
So what if you have a messy, unorganized desk? When someone hires you to do a project, you get it done. On deadline. And your client never thinks about the state of your office. Why would they care? Or would they? Creativity or conventional thinking? Working at a messy desk can help you think more creatively and…
Read MoreThat White Paper Guy’s messy office
I’ve always had trouble keeping my office neat. As a kid, I never wanted to put away my toys. There was always something more interesting to do. And now that I’m busy working for clients, I prefer to start working on a fresh deliverable instead of cleaning up after the last project. The result? My office sometimes looks like a…
Read MoreThat Messy Office Contest 2016
Do you find it tough to keep your office tidy? What if we challenged you to clean it up by Labor Day for the chance to win some cool prizes? If you can top my messy office shown above, you’re a real contender. This is an actual photo of my office at its worst just over…
Read MoreThe #1 mistake B2B copywriters make
What’s the #1 mistake B2B copywriters make? How can they avoid this mistake or fix it? We asked eight accomplished copywriters these questions. Here’s what they told us. Mistake #1: Not learning the craft “A common mistake? Hanging out their shingles too soon,” says Gordon Graham, also known as That White Paper Guy. “Lots of beginners…
Read MoreThe #1 mistake B2B content marketers make
What’s the #1 mistake that B2B content marketers make? We put this question to our expert panel of B2B content consultants. Here’s what they told us. Tip #1: Use sales copy to promote content Steve Slaunwhite is a marketing consultant and veteran B2B copywriter who’s written many books about writing and marketing. He says the #1 mistake B2B content…
Read MoreWhite paper writer tip #3: Plan your work
Remember the old chestnut to “plan your work, and work your plan?” That certainly applies to white paper writers. Why? Just consider most other professions. Does a surgeon go into the operating room—without reviewing the patient’s chart? Does a golfer tee up his first drive in the U.S. Open—without playing a few rounds on the…
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