Quick tip: Don’t say “once every xx seconds…”
I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a fictional story I’m working on. In my research, I encountered a statistic that always bugs me. Here it is, from no less than the World Health Organization: Suicide: one person dies every 40 seconds1 What a shocker, right?…
Read MoreWhite Paper World 36: February 1, 2024
Quick tip: Don’t say “once every xx seconds…” Great book: How to Lie with Statistics February Book Giveaway: Send me a shoddy statistic! Need help with your next white paper? Quick tip: Don’t say “once every xx seconds…” I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a…
Read MoreQuick tip: Here’s a great little book on statistics
So far, I’ve posted two quick tips on how to avoid shoddy statistics. Both articles included examples from the real world. You can see those here: Don’t use numbers out of context Don’t say “once every xx seconds…” So how about some positive tips on how to use numbers properly? If you’re interested in how…
Read MoreQuick tip: Understand the audience for your white paper
Comedians know it. Politicians know it. And white paper writers must know it, too. The first key to success is to understand your audience. “Understanding your audience will help you write the content they need in the words and the way they need it,” says industry veteran Ginny Redish in her excellent book, Letting Go…
Read MoreQuick tip: To find the gem, wash away the muck
One problem I often see in white papers is over-long quotes from sources. Lengthy quotes can easily slow down your narrative and distract from the point you’re trying to make. If you see a quote that runs two or three paragraphs long, you can be pretty sure the writer included too much. Your goal as…
Read MoreBig idea: Let’s get rid of the “sales funnel”
Now that the concept of the “sales funnel” is more than 100 years old, let’s retire it for good. And I’ve got a fresh metaphor to suggest in its place. It’s my favorite of three other possibilities, each one more realistic and more useful for B2B marketers and writers. What’s wrong with the sales funnel?…
Read MoreWhite Paper World 35: January 12, 2024
This just in: Plain language rules, even in healthcare Quick tip: To find the gem, wash away the muck Big idea: Let’s get rid of the sales funnel Need help with your next white paper? This just in: Plain language rules in healthcare (and every other sector) A recent study found that 4 out of…
Read MoreWhite Paper World 34: December 14, 2023
This just in: The hottest opportunity for white papers in 2024! Quick tips: 6 easy hacks for ChatGPT [with sample prompts] Bonus tip: A great roundup of AI chatbots Need help with your next white paper? This just in: The hottest opportunity for white papers in 2024! In the coming year, AI will pop up…
Read More5 good reasons to hire an outside white paper writer
You’ve come up with a brilliant idea for a white paper. It’s so good, it will bring tears of joy to the CEO’s eyes when he sees all the leads it produces. But, before you can bask in the glory of your brilliance, you need to get the white paper written. That’s the tricky part.…
Read MoreQuick tip: Don’t use numbers out of context
White papers need solid proof to make their case. So please don’t fabricate shoddy statistics out of thin air. If you try to make up a snappy-sounding statistic, you’re taking a huge risk. You’re gambling that: You can get away with deceiving prospects No one will question your sources or analysis No one will say…
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