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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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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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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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Copywriters can definitely write effective white papers. You just need to unlearn a few things first. As a copywriter, you already have many skills you can apply to writing white papers. You likely know how to: Do research Interview experts Write smoothly Meet short deadlines Handle reviews and comments To succeed at writing white papers, you…

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Here’s a question I got recently: Is copywriting any different from content writing? That’s a great question. Here’s my answer, some lively comments, and an update I posted after thinking about this some more. I was fortunate to learn my craft while writing for traditional magazines. From 1985 to today, I’ve written close to 1,000 magazine…

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George Carlin is the last person you’d expect to have anything to say about white papers. The trail-blazing American comic was better known for his profane and cutting social criticism.  But I’ve discovered a strong link between one of the comic’s lifelong preoccupations and B2B content writing. Who was George Carlin? Any Baby Boomer likely…

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Here’s how to repurpose a white paper by creating tweets from the actual document. This is part 6 of our ongoing series on how to repurpose a white paper. You can find links to the first 5 parts of our series at the end of this article. We don’t think of social media as “content.” Rather, it’s a…

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