{"id":2155,"date":"2015-04-01T11:00:27","date_gmt":"2015-04-01T15:00:27","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=2155"},"modified":"2021-01-18T09:42:11","modified_gmt":"2021-01-18T14:42:11","slug":"7-habits-of-highly-effective-white-paper-writers","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/7-habits-of-highly-effective-white-paper-writers\/","title":{"rendered":"7 habits of highly effective white paper writers"},"content":{"rendered":"<p>&nbsp;<\/p>\n<h2><span style=\"text-decoration: underline;\">The 7 Habits of Highly Effective People<\/span>\u00a0is an acknowledged self-help masterpiece.<\/h2>\n<p><strong>Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies.<\/strong><\/p>\n<p>And it&#8217;s been translated into 38 (?!) languages.<\/p>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/01\/7-habits-cover.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-2134 alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2015\/01\/7-habits-cover.jpg\" alt=\"cover of book 7 Habits of Highly Effective People\" width=\"200\" height=\"303\" \/><\/a>These seven habits make a lot of sense to me.<\/p>\n<p>And I&#8217;ve been thinking about how well Covey&#8217;s guidelines apply for white paper writers.<\/p>\n<p>With apologies to the author, here\u2019s how I believe\u00a0the 7 habits apply to writing white papers.<\/p>\n<p>&nbsp;<\/p>\n<h3>Habit #1: Be proactive<\/h3>\n<p>The job of a\u00a0white paper writer is to find the most compelling words to persuade a business reader, using facts and logic instead of emotional appeals.<\/p>\n<p>As a white paper writer, most clients will feed you a flood of sales material, marketing slogans, and hype.<\/p>\n<p>Your job is to not just parrot back whatever your client tells you. Push further and go deeper.<\/p>\n<p>To be proactive: Put yourself in the shoes of a\u00a0skeptical reader who needs proof for any claim. Go find that proof and show\u00a0it.<\/p>\n<h3>Habit #2: Begin with the end in mind<\/h3>\n<p>Whenever you start a new white paper project, try to visualize the final result.<\/p>\n<p>For example, an 8- to 10-page paper with a stock photo on the\u00a0cover, a half-page Executive Summary at the start, an easy-to-grasp graphic, a table or two, a call to action, and a list\u00a0of sources at the end.<\/p>\n<p>If the client has a corporate template for designing content, check it to see how the final paper will look.<\/p>\n<p>Having that vision to guide you from the start will be\u00a0a tremendous help.<\/p>\n<h3>Habit #3: Put first things first<\/h3>\n<p>If you&#8217;re familiar with the 12-step process for writing a white paper <a title=\"White Papers For Dummies\" href=\"https:\/\/www.amazon.com\/gp\/product\/1118496922\/ref=as_li_tf_tl?ie=UTF8&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1118496922&amp;linkCode=as2&amp;tag=thwhpagu-20\">described in my book<\/a>, you can likely\u00a0guess what I&#8217;m going to say here.<\/p>\n<p>Put first things first, by asking some fundamental questions at the very start:<\/p>\n<ul>\n<li>Who is the target audience?<\/li>\n<li>What is the business purpose of this document?<\/li>\n<li>Who are the subject-matter-experts (SMEs)? Who are the reviewers?<\/li>\n<li>Who&#8217;s doing the design? The graphics?<\/li>\n<li>Are there any SEO keywords to use in the title?<\/li>\n<li>What is the timeline? Is this a real-world deadline for a trade show or product launch, or a would-be-nice deadline\u00a0plucked out of thin air?<\/li>\n<\/ul>\n<p>These answers will help you determine the right flavor to pick, what to include and what to leave out, who to talk to for background, and how quickly you need to work.<\/p>\n<p>Can you imagine starting such a big project without knowing those answers?<\/p>\n<h3>Habit #4: Think win-win<\/h3>\n<p>The best white papers are delivered on time and on budget, make your client look good, and achieve their purpose: to generate leads, get\u00a0the company noticed, or beat competitors in a head-to-head evaluation.<\/p>\n<p>As the writer, you get paid well and quickly. Your client is so pleased, they spread your name around\u00a0the company\u00a0and to their peers in other firms.<\/p>\n<p>That&#8217;s a win-win where everyone benefits.<\/p>\n<p>But over the years, I&#8217;ve noticed that some writers don&#8217;t focus much on what their clients need.<\/p>\n<p>Instead, they&#8217;re in it for themselves: They want to make as much money as possible, in as little time, with as little effort.<\/p>\n<p>They may get a first assignment from a client, but they&#8217;re seldom\u00a0called back for any further projects.<\/p>\n<p>This is obviously not an effective habit, nor a sustainable way to do business.<\/p>\n<p>If you work hard to create a white paper that generates results, any reasonable client\u00a0will reward you with good pay, recommendations to others, and repeat business.<\/p>\n<h3>Habit #5: Seek first to understand, then to be understood<\/h3>\n<p>This maps extremely well to any B2B writing project.<\/p>\n<p>In other words, first get your input, then create\u00a0your output. First gather\u00a0your research, then write.<\/p>\n<p>Some writers say you should know far more about the topic than you can ever put into your white paper.<\/p>\n<p>This added depth gives your copy more authority.\u00a0And this knowledge helps\u00a0you find the proper metaphor to\u00a0sum up some concept in an illuminating way.<\/p>\n<p>Don&#8217;t\u00a0take shortcuts on your research. Ask enough questions, and then ponder the answers carefully. Use the web to look up everything you&#8217;re not sure about. Don&#8217;t be too shy to ask for clarification.<\/p>\n<p>And don&#8217;t start writing until you know more than you need to know about your topic.<\/p>\n<p>Obviously this is a strong argument for picking\u00a0a specialty, instead of facing a steep learning curve with every new\u00a0project.<\/p>\n<h3>Habit #6: Synergize<\/h3>\n<p>Covey offers this simple definition of synergy: &#8220;that the whole is greater than the sum of its parts.&#8221;<\/p>\n<p>Each completed white paper draws together a mass of information, knowledge, and insight.<\/p>\n<p>In practice, this means that one white paper can be repurposed in many\u00a0different ways, as:<\/p>\n<ul>\n<li>two or three blog posts<\/li>\n<li>a slide deck or webinar<\/li>\n<li>a press release<\/li>\n<li>an opinion piece<\/li>\n<\/ul>\n<p><a title=\"How to \u201cclone\u201d a white paper for multiple audiences\" href=\"https:\/\/thatwhitepaperguy.com\/white-paper-writing\/how-to-clone-a-white-paper-for-multiple-audiences\/\" target=\"_blank\" rel=\"noopener noreferrer\">The same white paper can sometimes be &#8220;cloned&#8221; to appeal to several different market segments<\/a>.<\/p>\n<p>Why not offer to do this for your client for a modest fee, or even as a\u00a0free extra?<\/p>\n<p>You may end up solving a problem your client\u00a0never got around to mentioning: No one on their team has\u00a0a spare minute to do any repurposing.<\/p>\n<p>And that&#8217;s synergizing.<\/p>\n<h3>Habit #7: Sharpen the saw<\/h3>\n<p>Renew and refresh yourself before you start your next big project. Even if that means going for lunch with a friend, heading out to the gym, or taking an afternoon nap.<\/p>\n<p>White papers are big, complex projects, and not many people can crank out a new one every\u00a0week.<\/p>\n<p>For the past seven years, I&#8217;ve completed\u00a0two white papers a month. To do any more, I need help from other writers.<\/p>\n<p>So take some time to reward yourself. That way you&#8217;ll stay sharp and be ready for your next project.<\/p>\n<h3>P.S. Use numerals, not text<\/h3>\n<p>Notice how the number in the book&#8217;s title is given as a numeral (7) instead of text (Seven). I recommend showing numbered lists this way, for several reasons.<\/p>\n<p>A numeral is faster and easier to scan. A numeral appears higher in a list of search results, so &#8220;7 Habits&#8230;&#8221; will appear before &#8220;Seven Habits&#8230;&#8221; And if a\u00a0title shown this way is good enough for 25 million readers, it&#8217;s certainly good enough for me.<\/p>\n<h3>Becoming more highly effective<\/h3>\n<p>If you as a white paper writer\u00a0follow these seven habits on\u00a0every project, I believe you will soon improve the quality of your drafts, your project management skills, and the satisfaction of your\u00a0clients. Good luck!<\/p>\n<hr \/>\n<p><em>Want to hear whenever there\u2019s a fresh article on this site? <\/em><a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\"><em>Subscribe here to stay in the know on long-form content<\/em><\/a><em>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; The 7 Habits of Highly Effective People\u00a0is an acknowledged self-help masterpiece. Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies. And it&#8217;s been translated into 38 (?!) languages. These seven habits make a lot of sense to me. And I&#8217;ve been thinking about how well Covey&#8217;s&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,6,10,8],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 habits of highly effective white paper writers - That White Paper Guy<\/title>\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\/7-habits-of-highly-effective-white-paper-writers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 habits of highly effective white paper writers - That White Paper Guy\" \/>\n<meta property=\"og:description\" content=\"&nbsp; The 7 Habits of Highly Effective People\u00a0is an acknowledged self-help masterpiece. Written by Stephen Covey and published in 1989, this book has sold an estimated 25 million copies. And it&#8217;s been translated into 38 (?!) languages. These seven habits make a lot of sense to me. 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