Quick Tips
-Quick tip: How to use tables in your content
What is a table? We all know a table when we see it. but how would you define it? I’d say a table is a set of data organized by vertical columns and horizontal rows. When to use a table How to write an effective table Some sample tables done in Word P.S.…
Read More-Quick tip: In a problem/solution, cover doing nothing
If you ask B2B salespeople, many will say their toughest competitor is not another company. It’s the prospect not doing anything. They doesn’t make any decision They don’t take your solution to their boss They dither, delay, make excuses, or stop responding And your salesperson’s best efforts lead to nothing. That’s why your white paper…
Read MoreQuick tip: 6 reasons to use “styles” in your white papers
Have you ever spent an hour fiddling with a white paper… only to realize you need to change the fonts or spacing through the whole document? There’s a better, faster way to do this: Use “styles” in Word. Styles have been part of Word since 1983, but I’m still surprised how many writers don’t bother…
Read MoreQuick tip: Turn the tables on your competitors
When you’re up against stiff competition, how can you make your product’s unique value stand out? One simple tactic in any problem/solution white paper: Create a table to sum up all the traditional solutions aka competitors. You can be pretty sure everyone going through your white paper will stop at a table and scan through…
Read MoreQuick tip: How to write a white paper title that sizzles
Which white paper would YOU sooner read: If you’re like most people, the title on the left makes your eyes glaze over… while the one on the right has a fighting chance to get your attention. Want to make your white paper title sizzle? Here are 11 tips on putting together more compelling titles for…
Read MoreQuick tip: Don’t rush a white paper late in December
Around mid-December every year, several prospects ask if I can finish a white paper before the New Year. I say, “Not very likely. Why the rush?” Then they sheepishly tell me. Sometimes it’s their bonus Their editorial calendar called for four white papers for the year, but they only did three. If they don’t do…
Read MoreQuick tip: 14 touchpoints from one white paper [guest tip from Zachary Hyde]
Does your company think doing a white paper means dressing up a sales pitch with a pretty design and throwing it on your website? You’ll never generate any acceptable ROI that way. And you’ll be tempted to say, “We tried white papers, but they don’t work for us.” The problem is, you’re doing it wrong.…
Read MoreQuick tip: Position your white paper draft for reviewers
Did you ever get a big PDF in your Inbox with a terse note asking, “What do you think?” What do I think? I’m think I’m busy. I think I already have more than enough things to think about. I think I want you to go away and stop bothering me. Sending your reviewers your…
Read MoreQuick tip: Think outside the list
In an earlier tip, I described how to write better lists. But sometimes a list isn’t the best approach. Sometimes redoing a disorganized list as sentences makes it work better. I admit, this doesn’t happen every day. But here’s an example from the real world to show you what I mean. One of my B2B…
Read MoreQuick tip: Make every bullet count
There’s nothing like a set of bullets to make a list easy to scan. But are your bulleted lists as sharp as they could be? Here are four tips to help make every bullet count. Tip 1: Order bullets for quick scanning It’s obvious how to arrange a set of bullets, right? You put the…
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