Getting Started
White papers and… backgammon?!
Yes, playing backgammon is a lot like doing a white paper. If you don’t know what backgammon is, see the intro below. If you already know the history of backgammon, skip down to “6 similarities between backgammon and white papers.” Intro: What is backgammon? Backgammon is an ancient game that dates back at least…
Read MoreRecommended books on white papers (and everything else)
Here are the books I highly recommend for any B2B writer or marketer. My favorite books have given me so much: A quick reference as I worked Wise guidance on thorny issues of style or form A shot of inspiration when I needed it most I keep all these titles within easy reach on my bookshelves. And I…
Read MoreWhite papers and… baking a blueberry pie?!
Believe it or not, creating a great white paper is a lot like making a blueberry pie. Think about all the significant items you need to make a scrumptious pie. It all begins with a good recipe, so you know what to put in (and what to leave out), in all the right proportions. Then…
Read MoreRepurposing: Your secret marketing weapon
I’ve worked on white papers, and I have a secret: Less than 1% of those white papers was ever repurposed. Only a tiny handful of my clients, large and small, ever thought about repurposing. And only when I mentioned it. A secret weapon for marketing That means repurposing can be a secret weapon for any B2B marketing…
Read MoreHow to pick the perfect flavor for your next white paper
How many flavors of white papers are there? Most “white paper experts” list 8 or 10 types of white papers. When I first started in white papers, I used to agree. But after working on of these documents, I’ve made a startling discovery. There are really only three main flavors of white paper. That’s right:…
Read MoreWhite papers and… the polar vortex?!
If you live in the Midwest, the Pacific Northwest or Canada, in 2018-19 you probably experienced a tough winter. Snow fell like crazy and the temperatures plummeted. Cars didn’t start, flights and trains were cancelled, meetings were postponed. Even mail wasn’t delivered in some places. Niagara Falls froze over, as shown above. That’s rare. And…
Read MoreWhite paper writer tip #4: Think visually
To create an effective white paper today, text alone doesn’t cut it. Every white paper writer must be able to imagine powerful graphics to help tell their client’s story. Why? Because white papers are getting brighter, bolder, and more colorful. Great pictures and graphics are a must-have. For best results, you must learn how to dream up images that communicate your key points at a…
Read MoreWhite papers and… renovating a bathroom?!
Have you ever renovated a bathroom? I’m not talking about a new shower curtain. I’m talking about a rip-and-replace. That means tearing out everything down to the studs, hacking out the old plumbing, ripping up the old wiring; redoing the ceiling, walls, and floor; replacing the vanity, tub, toilet… And I’m in the middle of…
Read MoreWhite papers and… Halloween?!
I was planting skulls in my flowerbed when a raven cawed behind me. Looking up, I surveyed my efforts. Cobwebs. Bats. Candles. And it struck me like a thunderclap. Getting ready for Halloween is a lot like sponsoring a white paper. And kids dashing house to house looking for goodies are a lot like…
Read MoreYou asked: Where do I find white paper clients?
“Where do I find white paper clients?” This is the most common question we get asked by new white paper writers. And it’s the toughest to answer because every established writer has a different story about landing their first client. While we’ve shared some tactics in the past, the reality is there’s no guaranteed step-by-step…
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