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White 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…

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White papers and… the polar vortex?!

photo of Niagara Falls frozen by 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…

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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 papers and… renovating a bathroom?!

Bathroom renovation mess

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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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

head of Aristotle on ancient Greek coin

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 to get hired to write a white paper

businessman holding money and a clock

Are you looking for work as a white paper writer? Think about this from your client’s point of view.  Why should they hire you? Your answer can help you create your ideal customer avatar or persona… and land more business. In fact, most white paper clients have to consider three basic trade-offs: Time or money Writing experience or domain knowledge Full-service or text-only Knowing where…

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Marketers: To get more from your white papers, repurpose

So you’ve hired a B2B copywriter to create a white paper for your firm. How can you get more from your investment? Simple: Repurpose your white paper into multiple formats. Having essentially the same material available in different formats gives your company more “kicks at the can.” In other words, more chances to engage prospects.…

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The best of That White Paper Guy

infographic on 3 flavors of white papers from White Papers For Dummies

Looking for tips and tricks on white papers? Let’s review some of the free resources available from That White Paper Guy.  An infographic, an FAQ about white papers, recommended books, close to 100 easy-to-search articles, our LinkedIn group, and even a crash course in writing B2B content — we’ve got plenty for you to explore. Download our white paper infographic…

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