{"id":4550,"date":"2016-08-31T08:00:27","date_gmt":"2016-08-31T12:00:27","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=4550"},"modified":"2021-01-12T11:35:57","modified_gmt":"2021-01-12T16:35:57","slug":"handling-comments-on-white-papers","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/handling-comments-on-white-papers\/","title":{"rendered":"How to handle the 4 types of comments on white papers"},"content":{"rendered":"

Dealing with comments can be challenging. This excellent\u00a0article from copywriting legend Bob Bly<\/a> describes how to recognize and handle\u00a0the different types of comments from clients.<\/em><\/p>\n

Comments on draft white papers fall into one\u00a0of four categories.<\/h2>\n

This is my view after 37 years as a professional copywriter. <\/strong><\/p>\n

During that time,\u00a0I’ve written white papers and many other types of B2B content and promotions.<\/p>\n

And I believe that white paper writers should treat each type of comment\u00a0a little differently. Here’s\u00a0how.<\/p>\n

\"photo<\/p>\n

1. Comments that make no difference<\/h3>\n

First, about 50% of revision requests won’t make a difference<\/strong>\u00a0one way or the other.<\/p>\n

These comments\u00a0don’t affect the clarity or persuasiveness of the white paper, or lessen its ability to build trust and generate revenue.<\/p>\n

They are immaterial. They are subjective.<\/p>\n

But the client wants them. They make the client happy. And the\u00a0client is paying.<\/p>\n

So I\u00a0make them cheerfully.<\/p>\n

The only discussion I\u00a0may need\u00a0is for clarification, or to ask a\u00a0question if I\u00a0don’t understand something in the comment.<\/p>\n

2. Comments\u00a0that make the copy stronger<\/h3>\n

Another 25% of the revisions\u00a0actually make the white paper\u00a0stronger<\/strong>.<\/p>\n

These revisions either:<\/p>\n