White Paper Writing

The best of That White Paper Guy in 2016 (for marketers)

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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The best of That White Paper Guy in 2016 (for writers)

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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How to handle the 4 types of comments on white papers

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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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…

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White 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…

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White 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…

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White 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…

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White 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…

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How white paper writers can use high-priced sources

To be an effective white paper writer, you must find good sources to back up your argument. But what if you locate what seems like a great source, but you can’t afford to access it? What if you find a market study with a price tag of $4,995? Or a promising article you can’t download without subscribing to an…

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3 lessons tech writers must unlearn to write white papers

Tech writers can write effective white papers. If you’ve done any technical writing, you’ve probably seen a few white papers in your time. You may have reviewed or even written them yourself. To succeed at white papers, tech writers need to unlearn a few things. Just like I did. As a tech writer, you already have…

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