White papers versus brochures
White papers and brochures are almost complete opposites. Here’s why. Back in the day, every B2B vendor printed up glossy brochures for every major product. These were handed out at trade shows, left behind after sales calls, and even mailed out to prospects: all to create interest and desire. An effective brochure pushed “emotional buttons”…
Read MoreWhite papers versus blog posts
Most people can tell the difference between a white paper and a blog post. For starters, one is longer and the other is shorter. For another, a blog post is another item on an existing blog, while a white paper is a standalone PDF you can download. Beyond that, a good white paper is based…
Read MoreWhite paper must-do #3: Wrap up the project properly
Wrapping up a white paper is often neglected by newbies and veterans alike. In this step, the writer and client tie up any loose ends and close the file. This includes taking care of sources, permissions, payment and perhaps a post-mortem. Without doing all this, certain issues may not be handled in a business-like way.…
Read MoreWhite paper must-do #2: Create an executive summary early
Must-do #1 covered holding a “kickoff call” to discuss the white paper’s purpose and scope. This article covers creating a brief summary before you draft the full document. Hint: If you’re the client, ask for this as your first deliverable.If you’re the writer, explain this is how you always work. After the kickoff call, the writer…
Read MoreWhite paper must-do #1: Hold a kickoff call
When I first started writing white papers, not every one went smoothly. A few were painfully slow, going through revision after revision as we chased a moving target. Another was ruined when the CEO appeared late in the process and insisted we turn it into a sales pitch. A few were never completed because the…
Read MoreLet the writers write, and the marketers market!
I’ve worked on white papers for all sorts of companies, large and small. When I analyze what makes a good client/writer relationship, a lot comes down to this: Everyone should stick to the areas where they make the best contribution. There are three main phases of any white paper project: #1: Planning the project #2:…
Read MoreInclude a buyer’s guide (part 4 of 4)
Part 3 of this article covered how to describe your recommended solution in generic terms. This goes a long way to persuading your reader using well-informed logic. Now it’s time to finish the job, with a buyer’s guide. A buyer’s guide is a short set of bullets that list what to look for in an ideal…
Read MoreRecommend a generic solution (part 3 of 4)
Part 2 of this article discussed how to destroy the credibility of every other way of dealing with a widespread problem. Now you can sweep them all out of the way with your new, improved, recommended solution. And you can do it without a sales pitch. Introduce your solution… generically Don’t jump in and label it…
Read MoreDemolish the competition (part 2 of 4)
Part 1 of this series discussed how to frame a white paper around a nasty industry problem. This builds rapport with your reader, holds their attention, and creates urgency. Next, you must destroy the credibility of everyone else’s way of dealing with that problem. Here’s how to do that. Step #1: List every alternative Include anything…
Read MoreFrame your white paper around a nasty problem (part 1 of 4)
In your next white paper, why not go back to square one? Why not start by describing the problem your offering was designed to solve? “It’s often effective to start by describing a predicament experienced by your target market,” agrees Marcia Yudkin in a recent edition of her Marketing Minute newsletter. “This creates rapport and sets…
Read More