Getting Started
The #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 #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 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
Here’s my message to tech writers: You can write great white papers. If you’ve done any technical writing, you’ve probably seen a few white papers in your time. You may have reviewed a few of them. You may even have written them yourself. As a tech writer, you already have many skills you can apply…
Read More3 lessons journalists must unlearn to write white papers
If you’ve ever worked as a journalist, you can likely write effective white papers. As a journalist, you already have many skills you can apply to writing white papers. You can write crisply and clearly. You know how to tell a story using facts and quotes. And you can meet deadlines and work with editors…
Read More4 lessons copywriters must unlearn to write white papers
Copywriters can definitely write effective white papers. You just need to unlearn a few things first. 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 short deadlines Handle reviews and comments To succeed at writing white papers, you…
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…
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