Getting Started
Recommended books on white papers (and everything else)
Here are the books I highly recommend for any B2B writer or marketer. My favorite books give me so much: Quick reference as I work Smart guidance on issues of style or format A shot of inspiration when I need it most I keep all these titles within easy reach on my bookshelves. And I…
Read MoreMaster the art of white paper writing with these top 10 tips!
I’ve worked on 325 white papers over 25 years, and I’ve learned what works—and what doesn’t. Now, I’m sharing my top 10 techniques in a special tipsheet, all to help you create better white papers. Imagine your satisfaction at hearing: —”This is our best white paper ever!” —”We’re getting more leads than we expected!” —”When can…
Read MoreWhite Paper FAQ (Frequently Asked Questions)
When I first started writing white papers 25 years ago, I looked all over for a FAQ. When I couldn’t find one, I decided to write one myself. Over the years, I’ve kept adding to it, until today when it covers 36 questions. This is undoubtedly the most detailed, most thorough FAQ on white papers…
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…
Read MoreBig idea: How to de-position your competition [includes case studies]
7 minute read. 12:45 minute listen: Many white papers try to attack the competition. This challenge often falls to the white paper writer, with little guidance from the marketing team. “Show how our solution is better,” they may say. Or something just as vague. But how do you do that? How do you attack a…
Read MoreHow can I help with your next white paper?
Whether you’re a B2B marketer or a content writer, you can benefit from my experience. I’ve learned a lot, working on white papers for clients all over the world. Now you can get my help with your next project… avoid all the common pitfalls… and publish a white paper that gets results. My unique services…
Read MoreWhat’s a good topic for a white paper?
I get that question a lot. One good answer is, “anything that’s hot right now.” And that hot topic should refer to something that’s relatively new, relatively complex, and relatively expensive. This rule explains why in 2017-2018 I heard from four eight 13 16 24 58 prospects launching new cryptocurrencies, something like Bitcoin. What made cryptocurrencies…
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 MoreQuick tip: Stop charging by the hour!
Whatever you think about AI, it’s fast. And cheap. ChatGPT-4 can write a blog post faster than you can dictate the words. And it can revise and rewrite just as fast. For pennies. With no complaints. So if you’re a writer or agency still charging clients by the hour, you can’t compete with your old-fashioned…
Read MoreQuick tip: With AI, tackle your most significant tasks first
Just because you CAN do something with AI doesn’t mean you SHOULD. Don’t throw out the baby with the bathwater. Don’t get rid of a perfectly fine workflow just to save a few bucks. For example, people proclaim they now use AI to generate their own graphics so they’ve stopped buying stock photos. Is that…
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