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Do you already have a draft white paper?

But you're not sure about it?

Let's take that draft from blah to Wow!


How to improve a weak white paper

My Wow! revision service starts with a deep analysis of your white paper draft.

You'll get a detailed report on all the strengths and weaknesses of your draft, plus my best thinking on how to improve it.

My suggestions 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 better research
  • Make the text more crisp, clear, and compelling
  • Eliminate useless buzzwords and hype
  • Improve the readability, with measurable results
  • Provide professional-quality graphics, if needed
  • Provide attractive page design, if needed

Best of all, you'll save time and get better results than if you tried to do all this yourself.

Then your white paper can get busy generating leads, building buzz, and boosting sales.

How do I know all this stuff?

Well, I worked in publishing for decades.

Among the many things I've done:

  • Started a big-city newspaper
  • Wrote magazine columns on tech
  • Edited a software industry newsletter
  • Polished up business plans that raised millions of dollars

And of course, I worked on more than 300 white papers.

Unlike most writers, I'm not afraid of doing revisions.

I know how to improve a draft. I can polish up what's already solid, and rebuild what needs work.

To hear more, check out the following case studies.

Case study: officemorph, office reno planner

cover of officemorph white paper


officemorph was a unique firm in San Francisco that helped companies manage their office renovations.

Principal Adam Felson had drafted a white paper. But he wanted to get a professional review before publishing it.

Adam had an excellent numbered list that covered 13 problems. But it was packed with so many tips, it ran 6,000+ words: 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 help the designer break up the text.

That made big gains in readability

  • Trimmed 1,300 words without losing key ideas
  • Improved the Reading Ease from 50 to 60 (higher is better)
  • Dropped the Grade Level from 11.3 to 8.6 (lower is better)

"Really great work on this!" said Adam. "I just wanted to say that you are incredible at what you do."

Company Operations Director Ali Platto added, "I am drop-jawed, this is so fantastic."

Next I turned to my go-to designer, Oliver Sutherns. Oliver found some great photos and created wonderfully airy, easy-to-scan pages.

Finally, I wrote the landing page for the website.

Thanks to a professional and motivated client, this project was smooth and enjoyable from start to finish.

And it paid off, too.

Adam won new business, generated some great press, and put together a breakfast event with a panel discussion—all thanks to his top-quality white paper.


Case study: Rick Maurer, change consultant

Rick Maurer

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, engaging page design 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!' I made a great choice working with him."

To get results like this...

If you need to transform a rough draft into a polished white paper that gets Wows! from prospects, I can help.

Get started today: E-mail Gordon at That and I'll get back to you.