{"id":13320,"date":"2022-05-25T06:00:20","date_gmt":"2022-05-25T10:00:20","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=13320"},"modified":"2022-11-06T12:37:20","modified_gmt":"2022-11-06T17:37:20","slug":"this-just-in-a-new-metaphor-for-white-paper-mashups","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/this-just-in-a-new-metaphor-for-white-paper-mashups\/","title":{"rendered":"This Just In: A new metaphor for white paper mashups"},"content":{"rendered":"<h2>More than 10 years ago, I came up with the three flavors of white papers:<\/h2>\n<ul>\n<li><strong>Vanilla<\/strong> for an old school product backgrounder<\/li>\n<li><strong>Strawberry<\/strong> for a light-and-lively listicle<\/li>\n<li><strong>Chocolate<\/strong> for an industry problem\/solution<\/li>\n<\/ul>\n<p>It&#8217;s a practical, memorable, sticky idea that has spread far and wide. (Many people arrive in my classes keen to hear all about ice cream.)<\/p>\n<p>You can find out more in <a href=\"https:\/\/thatwhitepaperguy.com\/get-unique-infographic-white-papers\/\" target=\"_blank\" rel=\"noopener\">my 4-page infographic,<\/a>\u00a0my <a href=\"https:\/\/thatwhitepaperguy.com\/how-to-pick-the-perfect-flavor-for-your-next-white-paper\/\" target=\"_blank\" rel=\"noopener\">15-page ice cream report,<\/a>\u00a0or in 100+ pages of my book\u00a0<em><a href=\"https:\/\/thatwhitepaperguy.com\/white-papers-for-dummies-reviews\/\" target=\"_blank\" rel=\"noopener\">White Papers for Dummies<\/a><\/em>.<\/p>\n<p>Then I extended the &#8220;ice cream&#8221; idea to mashing up flavors.<\/p>\n<p>My concept was you could mix strawberry with either vanilla or chocolate. But don&#8217;t dare try to mix vanilla and chocolate!<\/p>\n<h3>That advice works fine for white papers<\/h3>\n<p>After all, it&#8217;s hard to shift from an industry-wide focus on a nagging problem (chocolate) to a deep dive into the features and benefits of one specific product (vanilla).<\/p>\n<p>It&#8217;s better to split that content into two documents for people at two different points in their customer journey.<\/p>\n<div id=\"attachment_13256\" style=\"width: 308px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.copyengineer.com\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-13256\" class=\"add-border wp-image-13256\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/John-Cole-copy-engineer-235x300.jpg\" alt=\"John Cole CopyEngineer\" width=\"298\" height=\"380\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/John-Cole-copy-engineer-235x300.jpg 235w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/John-Cole-copy-engineer.jpg 425w\" sizes=\"(max-width: 298px) 100vw, 298px\" \/><\/a><p id=\"caption-attachment-13256\" class=\"wp-caption-text\">John Cole, CopyEngineer<\/p><\/div>\n<p>&nbsp;<\/p>\n<p>But that&#8217;s where the metaphor breaks.<\/p>\n<p>And someone finally pointed that out.<\/p>\n<p>That someone is <strong>John Cole<\/strong>, a former avionics system engineer turned copywriter.<\/p>\n<p>He&#8217;s one of those unique engineers who actually likes writing and is very good at it.\u00a0He specializes in content strategy, case studies, and white papers.<\/p>\n<p>John and I have exchanged some cordial e-mails, but we&#8217;ve never met in person since he lives in Italy (lucky!).<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.copyengineer.com\/hybrid-white-paper-dos-and-donts-for-mixing-the-three-archetypes\/\" target=\"_blank\" rel=\"noopener\">In his latest blog post<\/a>, John discusses what he calls &#8220;hybrid&#8221; white papers.<\/p>\n<p>And he zeroes in on the flaw in my ice cream metaphor.<\/p>\n<p>&#8220;As someone who grew up eating Neapolitan ice cream, Good Humor bars, and vanilla ice cream with Hershey&#8217;s Syrup, I find this part of Graham&#8217;s analogy a bit hard to swallow,&#8221; he wrote.<\/p>\n<p>&#8220;I mean, really, who believes chocolate and vanilla don&#8217;t go together?&#8221;<\/p>\n<p>Whoops. He&#8217;s right. In the real world, vanilla and chocolate go together beautifully.<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-13265 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/bigstock-Donor-Blood-Bag-Isolated-On-Wh-440753600-300x205.jpg\" alt=\"two blood donor bags \" width=\"300\" height=\"205\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/bigstock-Donor-Blood-Bag-Isolated-On-Wh-440753600-300x205.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/bigstock-Donor-Blood-Bag-Isolated-On-Wh-440753600-768x525.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/bigstock-Donor-Blood-Bag-Isolated-On-Wh-440753600.jpg 900w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/h3>\n<h3>John proposes a new metaphor<\/h3>\n<p>His take is based on the four different types of human blood:<\/p>\n<p>\u2022 Type O, the universal donor that almost everyone can accept<br \/>\n\u2022 Type A and Type B that can&#8217;t mix<br \/>\n\u2022 Type AB, the universal recipient that can receive any other type<\/p>\n<p>Here is John&#8217;s rule of thumb for white paper &#8220;hybrids&#8221;:<\/p>\n<p>You can&#8217;t mix <strong>Type A blood<\/strong> (the problem\/solution) and <strong>Type B blood<\/strong> (the backgrounder). But you can add\u00a0<strong>either<\/strong> <strong>Type A<\/strong> or <strong>Type B<\/strong> to\u00a0<strong>Type AB blood (the numbered list)<\/strong>.<\/p>\n<p>You know, that&#8217;s quite apt.\u00a0That works far better than my advice about not mixing chocolate and vanilla.<\/p>\n<p>Am I sore? Not at all.<\/p>\n<h3>Are blood types better than ice cream flavors?<\/h3>\n<p>Most writers don&#8217;t realize this, but we can work with metaphors in a systematic way. We can compare and extend and brainstorm Big Ideas to make them stronger.<\/p>\n<p><a href=\"https:\/\/amzn.to\/3aeBtFl\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-12002 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Made-to-Stick-205x300.jpg\" alt=\"book cover Made to Stick\" width=\"256\" height=\"375\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Made-to-Stick-205x300.jpg 205w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Made-to-Stick-700x1024.jpg 700w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Made-to-Stick-768x1124.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2021\/06\/book-cover-Made-to-Stick.jpg 984w\" sizes=\"(max-width: 256px) 100vw, 256px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>One great resource is the classic book <a href=\"https:\/\/amzn.to\/3aeBtFl\" target=\"_blank\" rel=\"noopener\"><strong><em>Made to Stick: <\/em><\/strong><\/a><a href=\"https:\/\/amzn.to\/3aeBtFl\"><strong><em>Why Some Ideas Survive and Others Die<\/em><\/strong><\/a> by brothers <strong>Chip Heath<\/strong> and <strong>Dan Heath<\/strong>.<\/p>\n<p>Their book explores six requirements of a sticky idea, with many well-researched anecdotes and insights.<\/p>\n<p>If you haven&#8217;t read it, you&#8217;re in for a treat.<\/p>\n<p>So I decided to test ice cream against blood types according to the criteria in their book. This table shows the results.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n\n<table id=\"tablepress-27\" class=\"tablepress tablepress-id-27\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\"><\/th><th class=\"column-2\"><strong>Ice cream flavours<\/strong><\/th><th class=\"column-3\"><strong>Blood types<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\"><strong>Simple<\/strong><\/td><td class=\"column-2\">Yes<\/td><td class=\"column-3\">??<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\"><strong>Unexpected<\/strong><\/td><td class=\"column-2\">Yes<\/td><td class=\"column-3\">Yes<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\"><strong>Concrete<\/strong><\/td><td class=\"column-2\">Yes<\/td><td class=\"column-3\">Yes<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\"><strong>Credible<\/strong><\/td><td class=\"column-2\">??<\/td><td class=\"column-3\">Yes<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\"><strong>Emotional<\/strong><\/td><td class=\"column-2\">Yes<\/td><td class=\"column-3\">Yes<\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\"><strong>Story<\/strong><\/td><td class=\"column-2\">??<\/td><td class=\"column-3\">??<\/td>\n<\/tr>\n<tr class=\"row-8 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-9 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<tr class=\"row-10 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n<hr \/>\n<p>Ice cream edges out blood types on simplicity. Most people need a reminder about how the blood types work. But everyone knows ice cream.<\/p>\n<p>Yet blood types are more scientific so how they mix seems more credible.<\/p>\n<p>As for emotions and story, both can be spun out in gripping ways.<\/p>\n<p>So it&#8217;s a close call, isn&#8217;t it?<\/p>\n<h3>The limits of metaphors<\/h3>\n<p>Any good white paper writer uses at least one good metaphor.<\/p>\n<p>They&#8217;re handy to explain something new and strange by connecting it to something old and familiar.<\/p>\n<p>Metaphors are great for giving someone a quick mental picture.<\/p>\n<p>But a metaphor isn&#8217;t the real thing. It&#8217;s a mental construct, a visualization.<\/p>\n<p>No metaphor can ever perfectly represent every aspect of anything else. Life&#8217;s too complex.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-14942\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/never-stretch-a-metaphor-too-far-300x137.jpg\" alt=\"never stretch a metaphor too far\" width=\"600\" height=\"274\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/never-stretch-a-metaphor-too-far-300x137.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/never-stretch-a-metaphor-too-far-1024x469.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/never-stretch-a-metaphor-too-far-768x352.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/never-stretch-a-metaphor-too-far-1536x703.jpg 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/never-stretch-a-metaphor-too-far-2048x937.jpg 2048w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>And here&#8217;s the thing: If you stretch any metaphor too far, it snaps.<\/p>\n<p>So use metaphors wisely. And be humble when one of yours snaps back.<\/p>\n<p>Another thing you can do is work out your metaphors systematically, and plan them out in advance.<\/p>\n<p>Try not to mix too many metaphors in one piece&#8230; you want them to add clarity to your white paper, not create confusion.<\/p>\n<p>And remember, whether you prefer blood type or ice cream flavor metaphors, you can use my three frameworks for white papers that work.<\/p>\n<p>Download <a href=\"https:\/\/thatwhitepaperguy.com\/get-unique-infographic-white-papers\/\" target=\"_blank\" rel=\"noopener\">my 4-page infographic<\/a> and my <a href=\"https:\/\/thatwhitepaperguy.com\/how-to-pick-the-perfect-flavor-for-your-next-white-paper\/\" target=\"_blank\" rel=\"noopener\">15-page ice cream report<\/a> for handy reference while you&#8217;re writing.<\/p>\n<p>&nbsp;<\/p>\n<p><em>This page originally published 25 May 25 2022. Last updated 6 November 2022.\u00a0<\/em><\/p>\n<hr \/>\n<p><em>To keep up with the latest research on white papers, <a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\" target=\"_blank\" rel=\"noopener\">subscribe to my free newsletter<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>More than 10 years ago, I came up with the three flavors of white papers: Vanilla for an old school product backgrounder Strawberry for a light-and-lively listicle Chocolate for an industry problem\/solution It&#8217;s a practical, memorable, sticky idea that has spread far and wide. (Many people arrive in my classes keen to hear all about&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6485,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[163],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>This Just In: A new metaphor for white paper mashups - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"My three flavours of white papers works pretty well. 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