White Paper Research
Big idea: How to de-position your competition [includes case studies]
7 minute read. 12:45 minute listen: Many white papers try to attack the competition. This challenge often falls to the white paper writer, with little guidance from the marketing team. “Show how our solution is better,” they may say. Or something just as vague. But how do you do that? How do you attack a…
Read MoreQuick tip: Don’t say “once every xx seconds…”
I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a fictional story I’m working on. In my research, I encountered a statistic that always bugs me. Here it is, from no less than the World Health Organization: Suicide: one person dies every 40 seconds1 What a shocker, right?…
Read MoreWhite Paper World 36: February 1, 2024
Quick tip: Don’t say “once every xx seconds…” Great book: How to Lie with Statistics February Book Giveaway: Send me a shoddy statistic! Need help with your next white paper? Quick tip: Don’t say “once every xx seconds…” I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a…
Read MoreQuick tip: Here’s a great little book on statistics
So far, I’ve posted two quick tips on how to avoid shoddy statistics. Both articles included examples from the real world. You can see those here: Don’t use numbers out of context Don’t say “once every xx seconds…” So how about some positive tips on how to use numbers properly? If you’re interested in how…
Read MoreQuick tip: Don’t use numbers out of context
White papers need solid proof to make their case. So please don’t fabricate shoddy statistics out of thin air. If you try to make up a snappy-sounding statistic, you’re taking a huge risk. You’re gambling that: You can get away with deceiving prospects No one will question your sources or analysis No one will say…
Read MoreWhite Paper World 29: September 28, 202
This just in: My latest white paper Quick tip: Check quotes with your sources September Book Giveaway: Spot the goof-ups in my white paper What I’m reading: Percy Jackson! This just in: A new white paper I wrote The Linux Foundation just published a white paper I wrote on the mobile sector, where two Big…
Read MoreQuick tip: Check quotes from your sources
When you quote someone, make sure to get their quote right. This is especially important if they’re an ongoing source you want to go back to again. Remember, most business people are not used to being quoted. They’re not spokespeople. They’re not celebrities. So they’re unsure about the process. To reassure a source, here are…
Read MoreQuick tip: Do your own interviews
Quick tip: Do your own interviews What’s the very best way to get great insights and quotes from experts? Interview them yourself. When you speak first-hand to a source, you often get great “sound bites.” And those can add an engaging human touch to your content. Plus, you get a chance to ask questions on…
Read More4 ways to evaluate white paper sources
So you’re writing a white paper… And it’s time to cite an expert, define a term, or introduce a proof point. Where do you find a good source? If you’re like most writers, you do a few quick queries with Google and get a list of search results. Then you start scrolling and clicking on…
Read MoreWhite Paper World 27: August 24, 2023
Quick tip: Build your own list of sources This just in: AI is enshittifying the web! AI survey book giveaway: Another winner! Deadline: Take the AI survey before it closes Don’t miss checklist: 12 ways to humanize your content Quick tip: Build your own list of sources How to save time researching your next…
Read More