White papers and… Halloween?!
I was planting skulls in my flowerbed when a raven cawed behind me. Looking up, I surveyed my efforts. Cobwebs. Bats. Candles. And it struck me like a thunderclap. Getting ready for Halloween is a lot like sponsoring a white paper. And kids dashing house to house looking for goodies are a lot like…
Read MoreBook review: Writing White Papers
Fifteen years ago, Michael Stelzner was the world’s leading authority on white papers. Based in San Diego, he wrote well over 100 white papers for firms such as HP, Microsoft and SAP. He founded the biggest online forum ever devoted to white papers, called WhitePaperSource (now offline). He did groundbreaking work, including the biggest-ever survey of…
Read MoreHow to create a white paper style guide, in 60 minutes or less
A good style guide can boost consistency, settle arguments, and save time. If your company or client has a style guide, follow it. If not, you can help them develop one. Fast. Unlike what you may expect, you don’t need to sink days into creating a style guide. Here are two quick methods I learned…
Read MoreYou asked: How do I write in a crisp, clear, conversational style?
10 minute read The best white papers are written in a crisp, clear, sparkling style. Those papers stand out like a refreshing drink of pure water in a sea of dreck. Some people ask how to achieve that level of clarity. “How do you write briefly in a friendly and conversational way?” “What if you…
Read MoreYou asked: Why do clients expect writers to design white papers?
The question “who does design?” comes up often from white paper writers. Even Bob Bly—the copywriter’s copywriter—wonders why clients don’t listen when he says he writes text, but does not provide finished design. In my experience, most B2B companies already have a designer they work with. Of the 300+ white papers I worked on, I…
Read MoreYou asked: Where do I find white paper clients?
“Where do I find white paper clients?” This is the most common question we get asked by new white paper writers. And it’s the toughest to answer because every established writer has a different story about landing their first client. While we’ve shared some tactics in the past, the reality is there’s no guaranteed step-by-step…
Read MoreWho do you trust for a white paper source?
White paper writers often ask me, “What makes a good source?” Especially in an era of “fake news” and “alternative facts”?! Deliberate falsehoods are spread by many sources today. Those include social media chatbots, agents of foreign governments, clickbait creators, conspiracy theorists—not to mention vendors lying about their products. With all this misinformation, a recent…
Read MoreTips on white paper sources
When you search for white paper sources, any company can claim they’re the best. But finding the evidence to prove that can be tough. Doing research to turn up the right nuggets of proof gives your white paper more authority. Strong evidence strengthens your claims and proves that your white paper is more than one…
Read MoreWhen clients “ghost” writers: Advice for both sides
A marketing person asks me to do a white paper for their company. They’re excited to have me on their team. Using my time-tested method, I deliver an executive summary. The client approves it with no reservations. They pay my first invoice. I expand the executive summary into a full-length draft. It’s the right length.…
Read MoreHow many white papers are "enough"?
B2B marketers often wonder: How many white papers should our company publish? How many white papers are really “enough?” The correct answer is “that all depends.” One of my clients asks me to write a white paper every time his sales force comes up against a serious objection. The more objections, the more white…
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