Getting Started
8 reasons to hire a white paper writer who knows your industry
Some say the best white paper writers are generalists who can write about any topic under the sun. They’ll say they can sift through what’s important and what’s not and explain things in a reader-friendly way. That White Paper Guy (Gordon Graham) is a generalist who has written on dozens of topics. But someone with…
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. Lately I’ve been hearing from…
Read More10 tips on writing from Alexander Green
Last fall I had the pleasure of attending the AWAI 2016 Bootcamp in southern Florida. What a fantastic event! What’s not to like about a meet-up of 450 writers in an ocean-side town that has October temperatures reaching almost 90 degrees? And what a powerful opening keynote by Alexander Green who provided many inspiring tips on writing. If…
Read MoreHow writing a white paper is like attending a dinner party
Imagine you’re invited to a dinner party with your boss. Think of your current white paper client as “your boss.” You arrive late, make a quick apology and take your seat. The others are already engaged in a deep discussion that sounds interesting and important. You think, “I need to say something impressive soon. After all,…
Read MoreHow to handle the 4 types of comments on white papers
Dealing with comments can be challenging. This excellent article from copywriting legend Bob Bly describes how to recognize and handle the different types of comments from clients. Comments on draft white papers fall into one of four categories. This is my view after 37 years as a professional copywriter. During that time, I’ve written white papers and many other…
Read MoreThe #1 mistake B2B copywriters make
What’s the #1 mistake B2B copywriters make? How can they avoid this mistake or fix it? We asked eight accomplished copywriters these questions. Here’s what they told us. Mistake #1: Not learning the craft “A common mistake? Hanging out their shingles too soon,” says Gordon Graham, also known as That White Paper Guy. “Lots of beginners…
Read MoreThe #1 mistake B2B content marketers make
What’s the #1 mistake that B2B content marketers make? We put this question to our expert panel of B2B content consultants. Here’s what they told us. Tip #1: Use sales copy to promote content Steve Slaunwhite is a marketing consultant and veteran B2B copywriter who’s written many books about writing and marketing. He says the #1 mistake B2B content…
Read MoreWhite paper writer tip #3: Plan your work
Remember the old chestnut to “plan your work, and work your plan?” That certainly applies to white paper writers. Why? Just consider most other professions. Does a surgeon go into the operating room—without reviewing the patient’s chart? Does a golfer tee up his first drive in the U.S. Open—without playing a few rounds on the…
Read MoreWhite paper writer tip #2: Build an argument
Every white paper writer must learn how to build a coherent argument. Without one, your white papers won’t convince anyone of anything. But a white paper that presents a strong argument can be right on the money. It can generate great results for years running. The question is, what makes a a good argument? And how…
Read MoreWhite paper writer tip #1: Stop selling
Every white paper writer must avoid the #1 problem with white papers: Too much selling. The solution is simple: Stop writing sales pitches and calling them white papers. White paper sponsors must recognize the danger of inserting a sales pitch into a white paper. Stop pressuring your writers to include them. Stop shooting yourself in the foot! What’s the…
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