Did you already create a first draft?
But you’re not sure about it?
Did you publish a white paper—but no one’s downloading it?
I know, it’s tough to get a white paper done right.
Most white paper writers won’t touch someone else’s draft. They want to start over from scratch, just like a programmer who won’t touch anyone else’s code.
Unlike most writers, I’m a seasoned editor
I’ve revised textbooks for a science publisher, and jazzed up business plans that attracted millions of dollars from investors.
I was also a big-city newspaper editor with daily deadlines.
Later I edited a software industry newsletter for five years, working with many different writers and hundreds of sources.
And I’ve smoothed out white papers assembled from dozens of contributors, making them sound like everything came from the same keyboard.
Unlike most writers, I know how to evaluate and improve someone else’s draft. I can tear out and rebuild what needs work in a draft, and polish up what’s already solid.
What I can do to improve a white paper
My Wow! revision service starts with a deep analysis of your white paper draft. I create a detailed report on its strengths and weaknesses, and offer you my best thinking on how to improve it.
Then I give you a fixed-fee quote on what I would charge to implement all my recommendations.
These often include items like this:
- Suggest a more dynamic title
- Add an executive summary at the start
- Add a powerful call to action at the end
- Support your assertions with added research
- Make the text more crisp, clear and compelling
- Eliminate any useless buzzwords or hype
- Improve the readability, with measurable results
- Provide professional-quality graphics, if needed
- Provide attractive page design, if needed
Best of all, you will save time and get better results than if you tried to do all this yourself.
And your white paper can get busy generating leads, building buzz and delivering sales.
To hear more about how this works, check out the following case studies.
Case study: officemorph generates more business
officemorph is a unique firm in San Francisco that helps companies manage their office renos and moves.
Principal Adam Felson had drafted a good white paper.
But he wanted to get a professional review before publishing it.
Adam had created an excellent numbered list that covered 13 problems. It was packed with so many tips, it ran 6,000+ words: a little too long for busy people.
I suggested an edit to save words and make the text easier to read. I streamlined the introduction, found more sources, and wrote pull quotes to break up the text.
And I worked closely with the designer to create an appealing look.
These revisions achieved big jumps in readability:
- Trimmed 1,300 words without losing any key ideas
- Improved the Flesh Reading Ease from 50 to 60, where higher is better
- Dropped the Grade Level from 11.3 to 8.6, where lower is better
“Really great work on this,” said Adam. “I just wanted to say that you are incredible at what you do.”
The company’s Operations Director Ali Platto added, “I am drop-jawed, this is so fantastic.”
Next we turned to my go-to designer, Oliver Sutherns, for the page design. Oliver found some great photos. He used officemorph’s dark red for subheads and flourishes. And he created wonderfully airy, easy-to-scan pages. You can see the results for yourself.
Finally, I wrote the landing page. Thanks to a very professional and motivated client, this project was smooth and enjoyable from start to finish.
And it paid off, too.
Adam reports that he won some new business, generated some great press, and put together a breakfast event with a panel discussion—all because of the top quality of his white paper.
Case study: Rick Maurer, change consultant
Rick Maurer is a seasoned advisor to executives leading change and a published author. He wanted a white paper based on the new edition of his book, Beyond the Wall of Resistance.
Rick already had a first draft packed with great ideas.
Now he was looking for help to finish it up.
I suggested a light edit, more graphics, an engaging page design done right in Word, and an effective call to action. Rick gave me the go-ahead… and was delighted with the results.
“It would be hard to overstate the quality of Gordon’s work, and how easy it is to work with him,” says Rick. “He made sure he understood the audience I was trying to reach, and targeted all our revisions directly to that group.
“The first person I showed the final white paper to said, ‘Wow!'” notes Rick. “I made a great choice working with him.”