20 top tips for white paper designers
First time ever designing a white paper? You can make that a smash hit or a total flop. It’s as simple as that. White paper readers don’t demand anything fancy. They just want a document that’s easy to scan, easy to read, and professional. If you give them that, they’ll likely scan it to pick…
Read MoreWhite Paper World 45: August 7, 2024
Quick tip: Don’t go mobile-first for white papers Buyer beware: Would you sign this contract? July book winner: Karl Fort Read in 7 minutes. Listen in 13:39 minutes: Quick tip: Don’t go mobile-first for white papers 2 minute read For years, we’ve heard that everything online should be mobile-first. But I don’t believe this applies…
Read MoreQuick tip: Don’t go mobile-first with white papers
For years, we’ve heard that everything should be mobile-first. But I don’t believe this applies to long-form content like white papers. I’m not a luddite. I have an iPhone and I read my email on it. But when I find a white paper on my phone, I send the link to my desktop. That way,…
Read MoreQuick tip: Don’t sign any contract like this?!
I was recently invited to guest on a podcast for entrepreneurs. 1.5 minute read And I almost agreed… until I saw their Terms & Conditions. They asked to own and make unrestricted use of my voice and likeness, real or edited, for all time, in any medium, for no money. Check out this clause in…
Read MoreFinding a white paper topic
Every white paper needs an engaging topic. A good topic can make the difference between a white paper that works well, and one that falls flat. Let’s use a real-world example to show how this works. Suppose you need to write a white paper for a vendor of automated parking meters. The benefits are clear:…
Read MoreQuick tip: Don’t start your research with Google
Yes, you need a lot of research for a white paper. No, you don’t want to start with Google. That might send you down countless rabbit holes. And with AI content being dumped online, we can expect the web to get even more polluted with lies and disinformation in the future. So here are three…
Read MoreQuick tip: Pick your idea the way Goldilocks does
A white paper needs an idea that’s not too big, not too small. Just like Goldilocks, you need an idea that’s just right. Here’s how to find one. Say you work for a company that makes electric lawn tools, the kind that run on batteries instead of gasoline. And you’re looking for a topic for…
Read MoreQuick tip: When a promotion is working, do more of it [checklist]
And when it isn’t, do less of it. That’s a pretty good rule of thumb for how to promote your white papers. People often ask me, “How do I get anyone to notice my white paper?” Well, you have to promote it. Here’s my checklist of the 18 must-do promotions. Beyond those, you can start…
Read MoreWhite Paper World 44: July 11, 2024
Quick tip: When a promotion works, do more of it This just in: Don’t tell me you’re honest I told you so: B2B prospects are distracted Book Giveaway Extended: What’s your fav science fiction book? 6 minute read. 12 minute listen: Quick tip: When a promotion works, do more of it 1 minute read. And…
Read MoreYou asked: Is copywriting different from content writing?
That’s a great question. Here’s my answer, some lively comments, and some updated comments I posted after musing on this some more. I was fortunate to learn my craft writing for traditional magazines. From 1985 to today, I wrote close to 1,000 magazine articles, mainly about technology, for everyone from accountants to woodworkers. One thing…
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