White Paper World 24: June 22, 2023
AI Survey and Big Book Giveaway: We have a winner! Quick tip: Format for the screen, not the page Fresh content: White papers and… home-brewed beer?! AI Survey and Big Book Giveaway I was distracted this month by a big deadline for a white paper. I got a first draft in, but I was thinking:…
Read MoreQuick tip: Format white papers for the screen, not the page
I’ve seen figures saying 90% of all white papers are viewed on-screen. Yet too many white papers are still formatted like printed books: Long paragraphs of text Skimpy white space Few visual breaks Lots of extra pages at the start Making a white paper like a mini-book is NOT the way to reach busy prospects.…
Read MoreWhite Paper World 23: June 8, 2023
June Book Giveaway: Take the AI survey, get career advice, win a book! Quick tip: Using multiple calls-to-action This just in: Survey of corporate AI usage June Book Giveaway: Take the AI survey, get career advice, win a book! I’ve been working on this for weeks: a quick survey to find your attitude to AI.…
Read MoreQuick Tip: Using multiple calls-to-action
You’ve heard the classic advice: Use a single call-to-action. Make it crystal clear what an interested prospect should do. But what if you have multiple audiences for the same white paper? What if one call-to-action isn’t enough? There’s a simple way to handle that: Just specify a different call-to-action for each segment of the audience.…
Read MoreWhite Paper World 22: May 18, 2023
Fresh content: YouTube episodes on my AI white paper This just in: 2023 report on B2B content from NetLine What I’m listening to: “Hurt” by Johnny Cash Big Book Giveaway next issue Fresh content: YouTube episodes on my AI white paper If you haven’t yet read the white paper I wrote with ChatGPT,…
Read MoreHow to tell a story
Every child knows what a story is. We’ve all been hearing stories since before we could walk. Marketing gurus constantly tell us to use stories to engage prospects. For sure, any case study or problem/solution white paper must tell a compelling story. But have you ever stopped to ask what “a story” really is? Any…
Read MoreWhite Paper World 21: May 4, 2023
Quick tip: Help for sore hands Tools of the trade: Vertical mice Fresh content: Responsible AI Rest in peace, Dad Quick tip: Help for sore hands This month, I had my fourth finger operated on to fuse the small joint, worn out by 50 years of typing and 40 years of clicking mice. Let’s face…
Read MoreTools of the trade
We all need tools, and writers are no exception. Here’s a roundup of all the cool tools of the writing trade mentioned in White Paper World so far. I’ve tried all these and each one earns a solid two thumbs-up from me. And I use most of these tools on every white paper I write.…
Read MoreWhite Paper World 20: April 14, 2023
This just in: AI for Writers Summit Highlights Fresh worry: AI may “flatline” all human skills Quick tip: Stop charging by the hour! You asked: Why so much on AI? This just in: Highlights of AI for Writers Summit Writers who have never written a line of code in their lives make the best AI…
Read MoreYou asked: Why so much on AI?
“Why all this stuff on AI?” you ask. “I thought this website was about white papers?” You’re right. It is. Allow me to explain. I believe AI is a game-changer for all writers today. A black hole that every writer is being sucked through. A singularity that changes everything. And here’s why. I’ve written about…
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