{"id":4095,"date":"2016-05-09T13:56:43","date_gmt":"2016-05-09T17:56:43","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=4095"},"modified":"2022-09-20T16:48:26","modified_gmt":"2022-09-20T20:48:26","slug":"white-paper-writer-tip-3-plan-your-work","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/white-paper-writer-tip-3-plan-your-work\/","title":{"rendered":"White paper writer tip #3: Plan your work"},"content":{"rendered":"<h2>Remember the old chestnut to &#8220;plan your work, and work your plan?&#8221;<\/h2>\n<p><strong>That certainly applies to white paper writers. <\/strong><\/p>\n<p>Why? Just consider most other professions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignleft wp-image-4127\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2016\/05\/planning-bigstock-87516020-300x196.jpg\" alt=\"photo of hands on a paper doing white paper planning\" width=\"448\" height=\"293\" \/><\/p>\n<p>Does a <strong>surgeon<\/strong> go into the operating room\u2014without reviewing the patient&#8217;s chart?<\/p>\n<p>Does a <strong>golfer<\/strong> tee up his first drive in the U.S. Open\u2014without playing a few rounds on the course first?<\/p>\n<p>Does a <strong>builder<\/strong> start hammering nails\u2014without taking a careful look at the blueprints?<\/p>\n<p>So should\u00a0a <strong>writer<\/strong> start on a white paper just by typing away on the first draft? Of course not!<\/p>\n<h3>Planning is important<\/h3>\n<p>Planning is critical\u00a0for any complex project.<\/p>\n<p>And a full-length white paper is one of the most complex and ambitious projects in content marketing.<\/p>\n<p>The final document is 10 or 12 pages long. Depending on its flavor, that white paper will include:<\/p>\n<ul>\n<li>The most powerful highlights of a certain product (<strong>backgrounder<\/strong>)<\/li>\n<li>The most provocative statements about a certain issue (<strong>numbered list<\/strong>)<\/li>\n<li>The best thinking on how to solve an industry problem (<strong>problem\/solution<\/strong>)<\/li>\n<\/ul>\n<p>Creating a truly engaging long-form document that covers all this material is a big\u00a0challenge.<\/p>\n<p>I&#8217;m sorry to say that most white papers fall short. Why do you think that is?<\/p>\n<p>I believe the most common reason for the gap between the goals and the results achieved\u00a0from most white papers is a\u00a0lack of planning.<\/p>\n<p>That&#8217;s right: The difference between success and failure often\u00a0comes down to whether you drew up a white paper plan.<\/p>\n<h3>Planning helps everyone<\/h3>\n<p><strong>For B2B copywriters<\/strong>, a white paper plan helps you to engage a prospect, define the project, and manage it more successfully.<\/p>\n<p><strong>For B2B marketers<\/strong>, a white paper plan helps you to engage a writer, define your project, and understand your role in completing it successfully.<\/p>\n<p>For both parties, a white paper plan is a <strong>low-risk, low-cost deliverable<\/strong> that helps you get a feel for working with one another.<\/p>\n<p>A plan\u00a0gives you a realistic overview of your white paper project and what it will take to get it done.<\/p>\n<p>Your plan is a kind of &#8220;constitution&#8221; that spells out the terms of reference for your white paper.\u00a0You can refer to it throughout the project for guidance.<\/p>\n<p>And a white paper plan will save time, help you avoid the ole&#8217;\u00a0scrap-and-rework, and help resolve any differences of opinion on the direction of the project.<\/p>\n<p>Who wouldn&#8217;t want something that can\u00a0do\u00a0all that?<\/p>\n<h3>What&#8217;s in a white paper plan<\/h3>\n<p>An effective white paper plan includes all the following:<\/p>\n<ul>\n<li>The primary <strong>goal<\/strong>\u00a0for the document<\/li>\n<li>The target <strong>audience(s)<\/strong> and where they are in the <strong>sales funnel<\/strong>\u00a0(aka customer journey)<\/li>\n<li>The <strong>call to action<\/strong><\/li>\n<li>The ideal <strong>flavor<\/strong><\/li>\n<li>The target <strong>keywords<\/strong> for SEO<\/li>\n<li>A couple\u00a0<strong>possible titles<\/strong> to be tweaked as you go<\/li>\n<li>An official list of <strong>reviewers<\/strong><\/li>\n<li>A list of <strong>background<\/strong>\u00a0available from the client<\/li>\n<li>Likely sources for further\u00a0<strong>research<\/strong><\/li>\n<li>The <strong>writing<\/strong> <strong>tool<\/strong> to prepare the text, usually Microsoft Word<\/li>\n<li>The <strong>design<\/strong> <strong>tool<\/strong> used to design the pages, usually Adobe inDesign<\/li>\n<li>A realistic <strong>schedule<\/strong> for completing the project, or a real-world deadline that must be met<\/li>\n<\/ul>\n<h3>Does all that sound exhausting?<\/h3>\n<p>You may be wondering how you can possibly gather all this information. Won&#8217;t\u00a0that take days and days?<\/p>\n<p>And how will you ever assemble all this\u00a0into a workable document&#8230; won&#8217;t it\u00a0be 10 pages long?<\/p>\n<p>Well, no. You can complete a\u00a0white paper plan in a couple of days, based on a single phone call between the client and the writer, plus a little further research.<\/p>\n<p>And you can\u00a0wrap it all up in 2 to 4 pages&#8230; if you know how.<\/p>\n<p>But explaining\u00a0how to do this will take me more words than I can fit in\u00a0here.<\/p>\n<p>To learn\u00a0more about white paper plans, <a href=\"http:\/\/b2blauncher.com\/g\/wpp\/webinar\/\" target=\"_blank\" rel=\"noopener noreferrer\">watch this free training video.<\/a><\/p>\n<h3>A new course on White Paper Plans<\/h3>\n<p><a href=\"http:\/\/b2blauncher.com\/g\/wpp\/webinar\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4117 alignnone\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2016\/05\/video-title-300x169.jpg\" alt=\"screenshot of white paper plan video\" width=\"600\" height=\"338\" \/><\/a><\/p>\n<p>This video is a preview of a course on white paper plans that I developed with my friend and colleague Ed Gandia of <a href=\"http:\/\/b2blauncher.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">B2B Launcher<\/a>&#8230; the blog for high-income business writing.<\/p>\n<p>There&#8217;s plenty of good information in this video: More than 20 minutes&#8217; worth, in fact.<\/p>\n<p>If you&#8217;d like even more, I recommend the full course. In it, I&#8217;ll show you how I price, sell, research, prepare, and deliver my white paper plans.<\/p>\n<p>I&#8217;ll reveal exactly how you can use white paper plans to gain a competitive edge over other writers, even if they have more experience.<\/p>\n<p>And I&#8217;ll give\u00a0you two actual plans I created for my clients, along with the resulting white papers. You can see for yourself how these plans set the foundation for the completed white papers.<\/p>\n<p>Learning how to do effective white paper plans will help you land more business, complete better white papers with fewer headaches, and earn more money.<\/p>\n<p>In fact, you can earn $500 to $900 extra on every white paper you write from now on. That means\u00a0this course will pay for itself several times over, the very first time you sell a white paper plan to\u00a0a prospect.<\/p>\n<p><a href=\"http:\/\/b2blauncher.com\/g\/wpp\/webinar\/\" target=\"_blank\" rel=\"noopener noreferrer\">To find out more, here&#8217;s that link again<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><a href=\"https:\/\/thatwhitepaperguy.com\/getting-started-with-white-papers\/white-paper-writer-tip-4-think-visually\/\" target=\"_blank\" rel=\"noopener noreferrer\">See tip #4 in this series on how dreaming up graphics can be a big plus to any white paper. <\/a><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><em>Do you use white paper plans? Have you found them helpful? Please leave your comment below.<\/em><\/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<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Remember the old chestnut to &#8220;plan your work, and work your plan?&#8221; That certainly applies to white paper writers. Why? Just consider most other professions. Does a surgeon go into the operating room\u2014without reviewing the patient&#8217;s chart? Does a golfer tee up his first drive in the U.S. Open\u2014without playing a few rounds on the&hellip;<\/p>\n","protected":false},"author":2,"featured_media":6416,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,10],"tags":[52,53,21],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>White paper writer tip #3: Plan your work - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"Everything you need to know to plan your white paper plus a 20 minute video.\" \/>\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-writer-tip-3-plan-your-work\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"White paper writer tip #3: Plan your work - 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