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This is a tale of two white papers, and the companies that planned them. It shows how an effective marketing strategy can help you to create an effective white paper. And it shows how an ineffective marketing strategy can hinder your best efforts to create a good white paper. Along the way, we’ll review a few…

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Every white paper gets reviews, often by numerous people. But these reviews aren’t always helpful. To gain an effective review, a white paper writer or sponsor sometimes needs to take reviewers by the hand and give them a little guidance. This article includes five tips, plus a reviewer’s checklist you can download and circulate to your…

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You see “Pinterest” and you’re about to leave this page. Don’t do it. Pinterest is not just for recipes, crafts, or home decorating. We think Pinterest is the perfect place to show off B2B white papers. That’s why we started our own Pinterest board here. And this post explains what we’re doing, and why. What is Pinterest?…

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Last fall I had the pleasure of attending the AWAI 2016 Bootcamp in southern Florida. What a fantastic event! What’s not to like about a meet-up of 450 writers in an ocean-side town that has October temperatures reaching almost 90 degrees? The opening keynote speaker Alexander Green provided many inspiring tips on writing. If you haven’t heard of him…

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2016 was a busy and productive year for all of us at That White Paper Guy. We wrote white papers on everything from self-driving cars to post-surgical infections, getting close to a company total of 250 projects. And we continued to shared lots of tips on how to create successful white papers of your own. This website:…

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2016 was a busy and productive year for all of us at That White Paper Guy. We wrote white papers on everything from self-driving cars to post-surgical infections, getting close to a company total of 250. And we continued to shared lots of tips on how to create successful white papers of your own. This website: bigger…

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Dealing with comments can be challenging. This excellent article from copywriting legend Bob Bly describes how to recognize and handle the different types of comments from clients. Comments on draft white papers fall into one of four categories. This is my view after 37 years as a professional copywriter. During that time, I’ve written white papers and many other…

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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…

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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…

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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…

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