{"id":13926,"date":"2022-09-28T00:00:18","date_gmt":"2022-09-28T04:00:18","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=13926"},"modified":"2023-02-25T23:09:33","modified_gmt":"2023-02-26T04:09:33","slug":"white-paper-world-9-september-28-2022","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/white-paper-world-9-september-28-2022\/","title":{"rendered":"White Paper World 9: September 28, 2022"},"content":{"rendered":"<p>&nbsp;<\/p>\n<ul>\n<li><strong>Quick tip<\/strong>: Push your listicles to the top<\/li>\n<li><strong>Fresh content<\/strong>: 5 reasons why writers should learn about rhetoric<\/li>\n<li><strong>What I&#8217;m reading<\/strong>:\u00a0<em>Farnsworth&#8217;s Classical English Rhetoric<\/em><\/li>\n<li><strong>September Book Giveaway<\/strong>: Name that device!<\/li>\n<\/ul>\n<hr \/>\n<h2>Quick tip: Push your listicles to the top<\/h2>\n<p><em>AP Style<\/em> and all the major writing guides say to spell out numbers up to nine when you&#8217;re writing copy or content, right?<\/p>\n<p>But you really should break this rule when naming a numbered list (listicle).<\/p>\n<p>Here&#8217;s why.<\/p>\n<p>Consider two white papers, called:<\/p>\n<p><em>\u2014Three Secrets of SEO You Must Understand<\/em><\/p>\n<p><em>\u20143 Secrets of SEO You Must Understand<\/em><\/p>\n<p>The first title follows the recommended style, so it&#8217;s more proper, right?<\/p>\n<p>Yes, but&#8230; it will appear lower in any search results.<\/p>\n<p>That&#8217;s because computers sort numbers before letters. They&#8217;re programmed to do it that way.<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignnone wp-image-14090\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/push-your-listicle-to-the-top-300x221.jpg\" alt=\"push your listicle to the top\" width=\"600\" height=\"442\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/push-your-listicle-to-the-top-300x221.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/push-your-listicle-to-the-top-768x565.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/push-your-listicle-to-the-top.jpg 864w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/h2>\n<h3>Don&#8217;t believe me?<\/h3>\n<p>Try it yourself: Sort your files in any folder with any software. Any file name that starts with a numeral will percolate to the top of the list.<\/p>\n<p><a href=\"https:\/\/www.niso.org\/sites\/default\/files\/2017-08\/tr03.pdf\" target=\"_blank\" rel=\"noopener\">Or see this report<\/a>\u00a0from the National Information Standards Organization:<\/p>\n<div class=\"page\" title=\"Page 16\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<blockquote><p>Headings beginning with numbers written in Arabic numerals should be sorted in ascending arithmetical order <strong>before<\/strong> headings beginning with a letter sequence. (p.8)<\/p><\/blockquote>\n<\/div>\n<p>That means in any list of search results, our two titles will show up in this order:<\/p>\n<p><em>\u20143 Secrets of SEO You Must Understand<\/em><\/p>\n<p><em>\u2014Three Secrets of SEO You Must Understand<\/em><\/p>\n<p>The second might even be pushed way down to page 3 or 4. That&#8217;s not where you want it, right?<\/p>\n<h3>So break the rule in your titles<\/h3>\n<p>Start the title of any numbered-list white paper with a numeral from now on: 3 Things, 4 Myths, 5 Hidden Gotchas, 6 Ways, 7 Strategies, and so on.<\/p>\n<p>This one correction will push your paper up ahead of all the rest that follow that pesky style rule that was set down before computers were invented.<\/p>\n<p>Being on top is as easy as 1-2-3.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2><a href=\"https:\/\/thatwhitepaperguy.com\/5-reasons-why-writers-should-explore-rhetoric\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-14207 alignnone\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/rhetoric-5-reasons-to-explore-300x177.jpg\" alt=\"rhetoric-5-reasons-to-explore\" width=\"600\" height=\"354\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/rhetoric-5-reasons-to-explore-300x177.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/rhetoric-5-reasons-to-explore-1024x605.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/rhetoric-5-reasons-to-explore-768x454.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/rhetoric-5-reasons-to-explore-1536x907.jpg 1536w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/rhetoric-5-reasons-to-explore-2048x1209.jpg 2048w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/h2>\n<h2>Fresh content: 5 reasons why writers should learn about rhetoric<\/h2>\n<\/div>\n<\/div>\n<p>I never studied rhetoric in school. I never cared about it in my work.<\/p>\n<p>And I never understood how much I was missing.<\/p>\n<p>Until I realized that rhetoric means persuading an audience using words. Sounds exactly like writing content, doesn&#8217;t it?<\/p>\n<p>Today I study rhetoric as a fun and useful hobby. And I think every other writer should learn more about it too.<\/p>\n<p>This new article gives five reasons why&#8230; all the way from becoming a better writer to becoming a better person!<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/5-reasons-why-writers-should-explore-rhetoric\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">Read on to discover those reasons<\/span><\/a>&#8230;<\/p>\n<p>From time to time, I&#8217;ll be reviewing lively books on rhetoric. In fact, see the very next item.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>What I&#8217;m reading: <em>Farnsworth&#8217;s Classical English Rhetoric<\/em><\/h2>\n<p>When copywriter <a href=\"https:\/\/www.maurer-copywriting.com\/about-writer\/\" target=\"_blank\" rel=\"noopener\"><strong>Steve Maurer<\/strong><\/a> told me about his favorite book on rhetoric, I ordered it immediately.<\/p>\n<p><a href=\"https:\/\/amzn.to\/3Pm6Xcs\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-13157 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/06\/Farnsworths-Classical-English-Rhetoric-208x300.jpg\" alt=\"Farnsworths Classical English Rhetoric\" width=\"300\" height=\"433\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/06\/Farnsworths-Classical-English-Rhetoric-208x300.jpg 208w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/06\/Farnsworths-Classical-English-Rhetoric-709x1024.jpg 709w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/06\/Farnsworths-Classical-English-Rhetoric-768x1108.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/06\/Farnsworths-Classical-English-Rhetoric.jpg 864w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>And when I dipped into it, I agreed with him. <a href=\"https:\/\/amzn.to\/3Pm6Xcs\" target=\"_blank\" rel=\"noopener\"><em><strong>Farnsworth&#8217;s Classical English Rhetoric<\/strong><\/em><\/a> is a treat.<\/p>\n<p>It was written by Ward Farnsworth, a law professor at the University of Texas.<\/p>\n<p>The book has three main parts:<\/p>\n<p>\u2022\u00a0Repetition of words and phrases<br \/>\n\u2022\u00a0Structural matters<br \/>\n\u2022\u00a0Dramatic devices<\/p>\n<p>In each part, the author gathered together hundreds of examples from well-spoken British, Irish, and American writers and leaders.<\/p>\n<p>&nbsp;<\/p>\n<p>You will encounter\u00a0the <strong>American founding fathers,<\/strong> <strong>Burke<\/strong>, <strong>Churchill<\/strong>, <strong>Dickens<\/strong>, <strong>Lincoln<\/strong>, <strong>Melville<\/strong>, <strong>Shaw<\/strong>, plus countless others.<\/p>\n<p>All told, the book includes more than 1,000 examples of different rhetorical devices, thoughtfully arranged in a helpful order.<\/p>\n<p>The earliest examples, starting from around 1600, draw from <strong>Shakespeare<\/strong> and the <strong>King James Bible<\/strong>.<\/p>\n<p>The latest examples cover writers and politicians just after WWII.<\/p>\n<p>I find it\u00a0a real pleasure to immerse myself in these passages to see how they work and then find a name to attach to them.<\/p>\n<h3>Why not use contemporary examples?<\/h3>\n<p>Because, says Farnsworth, &#8220;Today&#8217;s politician tends to be a creature of very modest literacy and wit.&#8221;<\/p>\n<p>Skillful use of rhetoric requires moderation. And it works best to convey significant ideas.<\/p>\n<p>Today&#8217;s leaders tend to lack any restraint, he notes, and use rhetorical devices to convey trivial information.<\/p>\n<p>Their abuse has given rhetoric as a whole a bad name.<\/p>\n<p>But don&#8217;t throw out the entire field just because some people abuse it.<\/p>\n<p>If you want to learn more about rhetoric in a quick and easy way, this book is an excellent way to start.<\/p>\n<p>And for more discussion of this book, <a href=\"https:\/\/thatwhitepaperguy.com\/book-review-farnsworths-classical-english-rhetoric\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">see my longer review<\/span><\/a>.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"page\" title=\"Page 16\">\n<div class=\"layoutArea\">\n<hr \/>\n<h2>September Book Giveaway: Name that device!<\/h2>\n<p><strong>Here&#8217;s a passage worth pondering from writer G. K. Chesterton:<\/strong><\/p>\n<blockquote><p>An inconvenience is only an adventure wrongly considered;<br \/>\nan adventure is an inconvenience rightly considered.<\/p><\/blockquote>\n<div id=\"attachment_14142\" style=\"width: 260px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-14142\" class=\"wp-image-14142 size-full\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/G-K-Chesterton-pic.jpg\" alt=\"G-K-Chesterton-pic\" width=\"250\" height=\"250\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/G-K-Chesterton-pic.jpg 250w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/G-K-Chesterton-pic-150x150.jpg 150w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/G-K-Chesterton-pic-24x24.jpg 24w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/G-K-Chesterton-pic-48x48.jpg 48w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/09\/G-K-Chesterton-pic-96x96.jpg 96w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><p id=\"caption-attachment-14142\" class=\"wp-caption-text\">Author G. K. Chesterton<\/p><\/div>\n<p>In other words, much of our human misery is caused by our minds, simply because outward circumstances don&#8217;t meet our wishes.<\/p>\n<p>Expectations alter perceptions.<\/p>\n<p>And perceptions shape experiences.<\/p>\n<p>So our expectations, as much as anything else, shape our experiences.<\/p>\n<p>This quote is\u00a0from an essay published in 1908 called &#8220;<em><a href=\"http:\/\/essays.quotidiana.org\/chesterton\/running_after_ones_hat\/\" target=\"_blank\" rel=\"noopener\">On Running After One&#8217;s Hat<\/a><\/em>.&#8221;<\/p>\n<p>You can find this passage in many online collections of quotable quotes.<\/p>\n<\/div>\n<p>But none of these sources tell which rhetorical device the author is using here. What do you think it is?<\/p>\n<div class=\"layoutArea\">\n<p>E-mail your answer to <strong>Gordon AT thatwhitepaperguy.com.<\/strong><\/p>\n<p>I&#8217;ll send a free book to the person who submits the first correct answer (as given by Farnsworth).<\/p>\n<p>You can choose either my book, <em>White Papers For Dummies<\/em>, or the Farnsworth book on rhetoric mentioned above.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div class=\"layoutArea\">\n<hr \/>\n<h2>That\u2019s all for this time<\/h2>\n<p>If you liked this e-newsletter, please forward it to a colleague interested in white papers.<\/p>\n<p>You can see all the previous issues here: <a href=\"https:\/\/thatwhitepaperguy.com\/news\/\" target=\"_blank\" rel=\"noopener\">www.thatwhitepaperguy.com\/newsletters\/<\/a><\/p>\n<p>And if you have any comments or questions about white papers, please send them to <a href=\"mailto:gordon@thatwhitepaperguy.com?subject=Quick question on white papers\">Gordon AT thatwhitepaperguy.com<\/a>\u00a0and I\u2019ll do my best to answer\u2026 maybe in my next article!<\/p>\n<p>Good luck with all your projects!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-13280\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2022\/05\/GG-signature-300x74.gif\" alt=\"\" width=\"300\" height=\"74\" \/><\/p>\n<p>Gordon Graham<br \/>\nThat White Paper Guy<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Quick tip: Push your listicles to the top Fresh content: 5 reasons why writers should learn about rhetoric What I&#8217;m reading:\u00a0Farnsworth&#8217;s Classical English Rhetoric September Book Giveaway: Name that device! Quick tip: Push your listicles to the top AP Style and all the major writing guides say to spell out numbers up to nine&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[160],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>White Paper World 9: September 28, 2022 - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"Quick tip: Push your listicle to the top | Fresh content: 5 reasons why writers should learn about rhetoric | What I&#039;m reading: Farnsworth&#039;s Classical English Rhetoric | September Book Giveaway\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/white-paper-world-9-september-28-2022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"White Paper World 9: September 28, 2022 - 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