{"id":4851,"date":"2016-11-09T10:36:23","date_gmt":"2016-11-09T15:36:23","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=4851"},"modified":"2021-01-11T17:09:13","modified_gmt":"2021-01-11T22:09:13","slug":"show-white-paper-sources","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/show-white-paper-sources\/","title":{"rendered":"Tell the truth! Show your white paper sources"},"content":{"rendered":"
If you’re like most writers, you send in your invoice<\/strong>, and then take the rest of the day\u00a0off.<\/p>\n But haven’t you forgotten something?<\/p>\n What about sending your client all the sources you referenced in your white paper?<\/p>\n How about backing up all those claims\u00a0in your argument with some solid evidence?<\/p>\n I believe this must become a\u00a0standard practice<\/strong> for white papers to maintain their stature in B2B marketing. Here’s why.<\/p>\n In 2016, the U.S. went through a terribly divisive election. And in the UK, the Brexit referendum was equally contentious.<\/p>\n Many observers point out that campaigns on both sides of the Atlantic spewed out a continuous stream of exaggerations<\/a>, fantasies<\/a>, and old-fashioned lies<\/a>.<\/p>\n <\/p>\n Some politicians go so far as to insist that the truth doesn’t matter any more. Something just has to “feel” true.<\/p>\n Or, as a writer for Esquire<\/em> magazine put it<\/a>:<\/p>\n There no longer is any line between information and disinformation, between empirical fact and magical thinking, between truth and Colbertian “truthiness<\/a>.”<\/p><\/blockquote>\n But nothing is true just because it “feels” true.<\/p>\n After all, doesn’t it “feel like” the earth is flat? And doesn’t it “feel like” the sun goes around the earth?<\/p>\n But science proved thousands of years ago those feelings aren’t true.<\/p>\n By the same token, effective B2B marketing requires separating facts from feelings. And any false claim, once exposed, can sink a sale.. and ruin the reputation of a vendor.<\/p>\n I’ve never had a client ask me to fabricate sources. And I wouldn’t do it even if they did ask.<\/p>\n But in every workshop I give, someone asks if it’s okay to make up your sources. Guess what I tell them?<\/p>\n Never.<\/p>\n <\/p>\n <\/p>\n One reason white papers pay so well is because clients expect you to do your homework, to dig out authoritative sources and to quote them properly.<\/p>\n How can you prove that you really did that?<\/p>\n The best\u00a0way is to turn over a set of your sources to your client with your draft.<\/p>\n Why should a writer spend extra time doing something your client never asked for? Or, if you are a client, why should you insist on this?<\/p>\n For all these reasons:<\/p>\n Enough of the preamble, let’s get on to the how-to.<\/p>\n <\/p>\n No client wants to deal with a hodge-podge of sources in all different file formats:<\/p>\n \u2022 Graphics <\/p>\n Why not make it easy by delivering all your sources as PDFs?<\/p>\n PDF is a universal file format with a free reader for every platform.<\/p>\n Once you have a PDF, you’ll be able to access it for many years.<\/p>\n And as shown in the table, you can easily pull any type of source material into that file format.<\/p>\n <\/p>\n\nCan you handle the truth?<\/h3>\n
<\/h3>\n
Truth does matter<\/h3>\n
Back to white papers<\/h3>\n
\n
Use a universal file format: PDF<\/h3>\n
\n\u2022 HTML
\n\u2022 PowerPoints
\n\u2022 Screen grabs
\n\u2022 Word
\n\u2022 etc.<\/p>\n