{"id":727,"date":"2014-06-13T14:15:09","date_gmt":"2014-06-13T14:15:09","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=727"},"modified":"2024-02-19T12:05:04","modified_gmt":"2024-02-19T17:05:04","slug":"how-to-clone-a-white-paper-for-multiple-audiences","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/how-to-clone-a-white-paper-for-multiple-audiences\/","title":{"rendered":"How to clone a white paper for multiple audiences [with example]"},"content":{"rendered":"

Most white paper readers want content directed right to them.<\/h2>\n

6-minute read.\u00a0<\/em><\/p>\n

Fair enough. Don’t you?<\/h3>\n

But what if you have two or three different audiences, in different roles or sectors?\u00a0How can you engage them all?<\/strong><\/p>\n

Sure, you can always write a separate white paper for each audience.<\/p>\n

But what if your client or company can’t afford that?<\/p>\n

Why not “clone” one basic white paper?<\/h3>\n

This means creating a slightly different version of the same master document for each different audience.<\/p>\n

This strategy can be a win-win-win for everyone.<\/p>\n

For a white paper reader<\/strong>, cloning creates content aimed right at them.<\/p>\n

For a white paper writer<\/strong>, cloning gives you a competitive advantage over other writers who don’t know how to do this.<\/p>\n

You can supply two or more white papers for only a little more work, and a slightly higher fee.<\/p>\n

For a white paper sponsor<\/strong>, cloning generates better-targeted content for less time and money than doing multiple standalone papers.<\/p>\n

So cloning a white paper can make everybody happy: reader, writer, and sponsor.<\/p>\n

And it’s not hard to do, if you plan it from the start. Here’s how.<\/p>\n

\"clone<\/p>\n

The steps to cloning a white paper<\/h3>\n

Cloning an organism in a lab requires many steps with fancy equipment.<\/p>\n

Cloning a white paper also takes a few steps. But it doesn’t require any special software; you can do it with Word<\/strong> or GDoc<\/strong>.<\/p>\n

Here are those steps in brief:<\/p>\n

    \n
  1. Develop an idea that works for every segment of your audience<\/li>\n
  2. Research the idea for every audience<\/li>\n
  3. Write one master white paper with alternate phrases<\/li>\n
  4. Save a copy of the paper for each audience<\/li>\n
  5. Make your cloned papers easy to review<\/li>\n
  6. Tweak the titles to engage each audience<\/li>\n
  7. Make a different cover for each version<\/li>\n
  8. Promote to each audience<\/li>\n<\/ol>\n

    That sounds like a lot of steps, doesn’t it?<\/p>\n

    But every time I do it, it’s easier than you might expect.<\/p>\n

    Here’s an example that I actually did, to show you every step in more detail.<\/p>\n

    An actual example of cloning in action<\/h3>\n

    I once prepared a set of white papers for a point-of-sale software maker.<\/p>\n

    This company has three audiences:<\/p>\n

      \n
    1. Fast-food outlets<\/li>\n
    2. Independent, sit-down restaurants<\/li>\n
    3. Small restaurant chains with a management team<\/li>\n<\/ol>\n

      Each audience had a slightly different size and scope. But they weren’t so different that the client could justify doing three separate white papers.<\/p>\n

      That’s why I suggested we create one white paper and then clone it to generate a slightly different version for each audience.<\/p>\n

      \"sketch<\/h3>\n

      \"sketch<\/h3>\n

      \"sketch<\/h3>\n

      Step 1: Develop an idea that works for every segment<\/h3>\n

      You obviously want to cover pretty much the same topic in each clone. So develop an idea that works for every segment.<\/p>\n

      For example, my client and I came up with this title:<\/p>\n

      Seven Tips to Build Better Profits with Today’s Integrated Point-of-Sale<\/em><\/p>\n

      Since most restaurants struggle to be profitable, this headline appeals to everyone in that space. So far so good.<\/p>\n

      Step 2. Research the idea for each audience<\/h3>\n

      We brainstormed, I did some further research, and we ended up with seven concrete suggestions that fit this topic.<\/p>\n

      The only problem: Six out of seven suggestions applied to all three audience segments. But one didn’t.<\/p>\n

      \"three<\/p>\n

      A typical bar in a restaurant suffers 25% loss through over-pours, giveaways, \u00a0and theft. So the two papers for table-service restaurants could cover how to control costs on alcohol.<\/p>\n

      But fast-food outlets don’t pour booze and don’t have those losses.<\/p>\n

      For those readers, I researched something more relevant to them: ordering screens for the cooks. These screens show numerous orders at a time, faster and more reliably than using paper slips.<\/p>\n

      So the cook can add ketchup to three burgers in one go and save a few seconds.<\/p>\n

      That became tip #7 for the fast-food version of the white paper.<\/p>\n

      Step 3. Write one master white paper with alternate phrases<\/h3>\n

      Now draft your white paper, remembering each audience as you write.<\/p>\n

      But don’t try to juggle a set of different documents. That will only waste your time and threaten your sanity.<\/p>\n

      To stay efficient, work in one master file.<\/p>\n

      If you have alternate tips, write them all in the same master file.<\/p>\n

      So what if you end up with two tip #7s like I did? That’s a lot easier than having two or three different files to manage.<\/p>\n

      Hint:<\/strong> The key is to try to constrain any differences to as few places as possible. Then highlight any differences in yellow to spot them quickly in any pass.<\/p>\n

      One good example is when one audience has slightly different jargon, when they call people or things by different names.<\/p>\n

      This could come up in many ways:<\/p>\n