White Paper Writing
A tale of four white papers [with SAMPLES]
Out of all 300+ white papers I’ve worked on, a few stand out in my recollections. This is the story of four of those projects, and what we can learn from them. There’s nothing magical or heroic about these stories. What makes them memorable is that each project faced a different challenge: An impossible deadline…
Read More3 keys to readable white papers
Many white papers are just too hard to read. Fortunately, three simple techniques can make any draft easier to read. Use shorter words. Use shorter sentences. And use shorter paragraphs. In other words, three keys can make your next white paper easier to read: Delete to eliminate long words Period (.) to break up long…
Read MoreQuick Tip: Write AS you speak
Some classic advice to writers is “write like you speak.” So why not write AS you speak? Why not dictate the first draft of your next white paper? Here are just a few of the benefits: It’s 2.5X faster than typing. It leaves your hands free to juggle through sources. It removes more of the…
Read MoreTips on using dictation software to write
Marketer or writer, you need to get text out of your mind and onto your screen every day. Most people do that by typing. If you’re fast, you might get 60 words a minute. But you can talk at something like 150 words a minute: 2.5 times that fast. That’s why I love dictation software:…
Read MoreHow to pick the perfect flavor for your next white paper
How many flavors of white papers are there? Most “white paper experts” list 8 or 10 types of white papers. When I first started in white papers, I used to agree. But after working on of these documents, I’ve made a startling discovery. There are really only three main flavors of white paper. That’s right:…
Read MoreWhite papers and… George Carlin?
George Carlin was 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…
Read MoreWhite papers and… the polar vortex?!
If you live in the Midwest, the Pacific Northwest or Canada, in 2018-19 you probably experienced a tough winter. Snow fell like crazy and the temperatures plummeted. Cars didn’t start, flights and trains were cancelled, meetings were postponed. Even mail wasn’t delivered in some places. Niagara Falls froze over, as shown above. That’s rare. And…
Read MoreWhite 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…
Read MoreWill AI replace white paper writers?
Is there a future for humans to write white papers? Or is it just a matter of time before AI replaces all white paper writers and the bottom falls out of the market? Why should you waste your time learning a skill that’s going to be obsolete in a few years? This article, updated in…
Read MoreWhite papers and… renovating a bathroom?!
Have you ever renovated a bathroom? I’m not talking about a new shower curtain. I’m talking about a rip-and-replace. That means tearing out everything down to the studs, hacking out the old plumbing, ripping up the old wiring; redoing the ceiling, walls, and floor; replacing the vanity, tub, toilet… And I’m in the middle of…
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