Getting Started
White 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…
Read More3 lessons tech writers must unlearn to write white papers
Tech writers can write effective white papers. If you’ve done any technical writing, you’ve probably seen a few white papers in your time. You may have reviewed or even written them yourself. To succeed at white papers, tech writers need to unlearn a few things. Just like I did. As a tech writer, you already have…
Read More3 lessons journalists must unlearn to write white papers
Journalists can write effective white papers. If you’ve worked as a journalist, you likely have the makings of a great white paper writer. To succeed at white papers, journalists just need to unlearn a few lessons of the trade. Like I did. As a journalist, you already have many skills you can apply to writing white…
Read More4 lessons copywriters must unlearn to write white papers
Copywriters can write effective white papers. If you’ve done any copywriting, you know more about marketing than most writers. To succeed at white papers, copywriters just need to unlearn a few things. As a copywriter, you already have many skills you can apply to writing white papers. You likely know how to: Do research Interview experts Write smoothly Meet…
Read MoreCopywriting vs content writing
Here’s a question I got recently: Is copywriting any different from content writing? That’s a great question. Here’s my answer, some lively comments, and an update I posted after thinking about this some more. I was fortunate to learn my craft while writing for traditional magazines. From 1985 to today, I’ve written close to 1,000 magazine…
Read MoreA look back at 2015 | That White Paper Guy
We covered a lot this year in our quest to help you create compelling white papers. To give you a quick review, we’re highlighting the best of the bunch. ____________________________________________ That White Paper Guy’s website We’ve been sharing articles every two weeks on our website, www.thatwhitepaperguy.com. We’ve found you love to see real-world examples from our portfolio, and you love…
Read MoreThat White Paper Guy’s list of recommended books on writing white papers (and everything else)
Writers buy a lot of books. I think that makes sense. My favorite books on copywriting, content marketing, and B2B marketing have taught me a lot. They’re a quick reference while I work. And they give me a shot of inspiration when I need one. I keep all the titles listed below on my bookshelves within easy reach. I’ve included an Amazon link…
Read MoreHow to get hired to write a white paper
Are you looking for work as a white paper writer? Think about this from your client’s point of view. Why should they hire you? Your answer can help you create your ideal customer avatar or persona… and land more business. In fact, most white paper clients have to consider three basic trade-offs: Time or money Writing experience or domain knowledge Full-service or text-only Knowing where…
Read More