White Paper Writing
Master the art of white paper writing with these top 10 tips!
I’ve worked on 325 white papers over 25 years, and I’ve learned what works—and what doesn’t. Now, I’m sharing my top 10 techniques in a special tipsheet, all to help you create better white papers. Imagine your satisfaction at hearing: —”This is our best white paper ever!” —”We’re getting more leads than we expected!” —”When can…
Read More-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: 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 MoreThis just in: Most executives think big consulting firms are “no help at all”
A new survey shows most UK executives think big consulting firms are useless. More than 4 out of 5 (87%) executives complained that consultants from big firms like Bain, Boston Computing Group, and McKinsey dish out advice that’s “no help at all.” Now, this survey was commissioned by an upstart competitor, Emergn. So it’s no…
Read MoreWhite Paper World 48: September 27, 2024
Quick tip: Think outside the list This just in: The enshittification of everything What I’m reading: The Canceling of the American Mind 6.5-minute read. 11-minute listen: Quick tip: Think outside the list 2-minute read. In an earlier tip, I described how to write better lists. But sometimes a list isn’t the best approach. Sometimes recasting a…
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…
Read MoreQuick tip: Fix a draft white paper that’s too long
So you’ve written a draft white paper, but it’s way too long. Now your reviewers and your sponsor are complaining. So can you shorten a draft that’s way too long? Yes, you can. And here are five practical tips how. What’s too long, anyway? Technical people may read a white paper 30 or 40 pages…
Read MoreWhat ChatGPT says about white papers (updated fall 2024)
Every writer is talking about the ground-breaking AI program, ChatGPT. We’re all wondering whether it means the end of our careers or the start of a new and exciting chapter. So I decided to ask the source. Early in 2023, I interviewed ChatGPT 3.5 on the issues every writer is concerned about: What it can…
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