At That White Paper Guy, we get a lot of leads.
Of course, some of these people just want to see how much a white paper would cost, otherwise known as “tire-kickers.”
But most of our prospects are serious B2B marketers looking for a writer to help them create a high-quality white paper.
They have a budget. They have a time-frame. They want a white paper because they know white papers work. And all their competitors have them.
But a single writer can only do so much. Once a lone writer has to juggle two or three different big projects, it’s hard to keep all the balls in the air.
Gordon did that for many years. But we gradually learned that this approach isn’t sustainable. Or scalable.
These days, our solution is a little bigger than one single “guy.”
Did Iron Man save the universe from Thanos all by himself?
No! When he needed some intel, he turned to Black Widow.
When he needed to navigate the quantum realm, he asked Ant Man.
When he needed a cool-headed project manager who could talk to the powers that be? Nick Fury.
A bunch of folks who really knew their tech? Wakanda!
That’s where you come in.
We need help from writers who are eager for work, keen to learn, and ready to join a professional team.
Whether your superpower is digging deep for research, putting together a compelling argument, writing a careful first draft, or sketching a helpful graphic… we need your help.
How That White Paper Team Works
First of all, we’re not an agency. Would you call the Avengers an agency?
(OK. Sure. S.H.I.E.L.D is an agency but look at how that turned out.)
Our aim is to build a team with strengths ideally suited for each client project. Since we come from the world of journalism, we like the model of a “newsroom.”
In a well-run newsroom, everyone has a role that suits their capabilities:
- Some people do research
- Some people write copy
- Some people edit copy
- Some people do illustrations
- Some people design pages
A managing editor handles all the assignments to match the right writer to the right topic.
And an editor-in-chief makes sure everything in the paper turns out as well as it possibly can.
That’s how we’re operating these days. Rather than working alone, we’re each pitching in according to our strengths to do more, faster, and better for our clients.
Who’s leading this team?
Our Managing Editor is Angie Gallop, a former journalist who has written for Canada’s largest newspapers, magazines, and countless smaller publications for 30 years.
She also taught writing and worked with creative arts groups for more than 15 years.
Angie coined our motto, “meaningful work for meaningful pay.”
Our Editor-in-Chief is Gordon Graham, That White Paper Guy himself, who has worked on close to 300 white papers in the past 20+ years and won many awards for his work.
Most recently, Gordon was named AWAI Copywriter of the Year for 2019.
We can help you at the start, in the middle, or at the end of any white paper project. Or at every step, if that’s what you need.
Here’s what you need to join the team
Here’s a brief form you can use to tell us about yourself.
You’ll notice that beyond your contact info, we ask for four specific items:
- Your professional website or at least a strong LinkedIn profile.
- Your preferred specialties or niches, to a maximum of three.
- A 100-word bio that effectively sums up your experience, and answers the question all clients ask, “Why should I hire you for my white paper?”
- At least two sample white papers that you’re happy with, as properly designed PDFs.
Note: If you’re an experienced white paper writer, send in three samples to show us your range!
Why do we need all that?
We need to evaluate your skills. And we need to present you to a client as a member of our team. These items are the minimum requirements to be able to do that.
1. Your professional website should tell us that you’re committed to B2B writing.
Some people do a grab-bag of travel writing, nature photography, and poetry. That’s fine, but how do those things qualify you to write white papers for B2B clients? You tell us. Don’t make us read between the lines.
2. A clear statement of a niche means you’ve decided what you want to write about.
“I can write about anything!” doesn’t impress most B2B clients. And listing 12 specialities amounts to the same thing. Please be specific.
“Tech” is not a niche. “Blockchain software for supply chain” is much more specific.
Remember, we’re going to add you to our database. Then when we have a new client, we will look for writers in a certain niche. So the more accurate you are in your description of your niche, the better we can match you up with good clients.
3. A 100-word bio is long enough to sum up your experience, your attitude, and a personal detail or two.
When you agree to work on a project, we will send that client your bio. We used to try to write those intros ourselves. But we figure you can sum up your career far better than we can.
And this gives us a brief sample of your persuasive writing as well.
4. Two sample white papers gives us a good sample of your writing, and something else we can send to a client.
We don’t want to see a Word file or a link to a Gdoc. We want a finished PDF that shows you understand either (a) how to design a white paper yourself or (b) how to work with a professional designer to create a finished document.
What if you don’t have any white paper samples?
Well, we can help you there. Three ideas…
- Get Gordon’s book, White Papers For Dummies. It costs $25 for a paper copy, less for an e-book. It’s absolutely packed with tips and advice. And it’s earned more than 50 5-star ratings on Amazon.
- There’s no getting around this one. You need to find a client to take a risk on you. At the very start, you may have to work for free, or for a cut rate. Don’t worry about it. Just get them to let you use their paper as a sample, and to give you a recommendation on LinkedIn and/or your website.
- Maybe you should brush up on your skills with some training. For example, keep watch for Gordon’s Ultimate White Paper Mentorship Program. During that program, you will work with him step-by-step to create an actual white paper. There’s nothing else like it anywhere.
An important note
We will ask you to suit up and put your name forward as part of our team—but only when we find a client who needs your skills.
We are not promising to be your personal superhero. We are not promising to deliver you a steady stream of projects that will boost your income to the stratosphere.
To succeed as a white paper writer, you must continue to sharpen your skills, build your own network, and do your own marketing.
There are a few organizations that do promise to help you build your writing business and boost your income. Here are three that we know of:
AWAI: As the world’s leading training organization for copywriters, AWAI offers a vast range of programs. Whether you want to learn how to write content or copy—or both—AWAI has something for you. We do programs through AWAI and frequently attend their annual Bootcamp, which is more fun than a barrel of superheros! So if you’re not already part of the AWAI community, check it out today.
Marketing Mentor: Ilise Benun has been our business coach during the re-boot of That White Paper with a team approach. She offers courses, small-group coaching, and one-on-one mentoring. She’s knowledgeable, patient, and very wise.
B2B Launcher: Some of our white paper team members are also part of Ed Gandia’s programs. His whole business is devoted to helping writers improve their businesses and earn more. He’s a great guy: sincere, practical, and helpful. Gordon’s White Paper Planning course is offered through Ed’s B2B Launcher.