Posts by Gordon Graham
White paper writer tip #4: Think visually
To create an effective white paper today, text alone doesn’t cut it. Every white paper writer must be able to imagine powerful graphics to help tell their client’s story. Why? Because white papers are getting brighter, bolder, and more colorful. Great pictures and graphics are a must-have. For best results, you must learn how to dream up images that communicate your key points at a…
Read MoreWill AI replace white paper writers?
Is there a future for humans to write white papers? Or is it just a matter of time before AI replaces all white paper writers and the bottom falls out of the market? Why should you waste your time learning a skill that’s going to be obsolete in a few years? This article, updated in…
Read MoreWhite Paper World 1: February 2022
Fresh content: White papers and… renovating a bathroom?! Quick tip: Move up your executive summary Tools of the trade: White Paper Mastery 2022—limited-time enrollment The White Paper Review: New show launched on YouTube Just for fun: What writer-sign are you? Fresh content: White papers and… renovating a bathroom?! Have you ever renovated a bathroom? I’m…
Read MoreWhite papers and… renovating a bathroom?!
Have you ever renovated a bathroom? I’m not talking about a new shower curtain. I’m talking about a rip-and-replace. That means tearing out everything down to the studs, hacking out the old plumbing, ripping up the old wiring; redoing the ceiling, walls, and floor; replacing the vanity, tub, toilet… And I’m in the middle of…
Read MoreWill chatbots replace white papers?
You’ve seen them. You’ve used them. Chatbots are everywhere now. And a whole new industry is springing up to write, code, and integrate chatbots into websites. That means loads of opportunities for writers who learn this new format. Nick Usborne, a co-founder of marketing agency Chatbot Forge, is a pioneer in this field who points…
Read MoreWhite papers and… Halloween?!
I was planting skulls in my flowerbed when a raven cawed behind me. Looking up, I surveyed my efforts. Cobwebs. Bats. Candles. And it struck me like a thunderclap. Getting ready for Halloween is a lot like sponsoring a white paper. And kids dashing house to house looking for goodies are a lot like…
Read MoreBook review: Writing White Papers
Fifteen years ago, Michael Stelzner was the world’s leading authority on white papers. Based in San Diego, he wrote well over 100 white papers for firms such as HP, Microsoft and SAP. He founded the biggest online forum ever devoted to white papers, called WhitePaperSource (now offline). He did groundbreaking work, including the biggest-ever survey of…
Read MoreHow to create a white paper style guide, in 60 minutes or less
A good style guide can boost consistency, settle arguments, and save time. If your company or client has a style guide, follow it. If not, you can help them develop one. Fast. Unlike what you may expect, you don’t need to sink days into creating a style guide. Here are two quick methods I learned…
Read MoreYou asked: How do I write in a crisp, clear, conversational style?
The best white papers are written in a crisp, clear, sparkling style. Those papers stand out like a refreshing drink of pure water in a sea of dreck. Some people ask how to achieve that level of clarity. —”How do you write briefly in a friendly and conversational way?” —”What if you were taught to…
Read MoreYou asked: Why do clients expect writers to design white papers?
The question “who does design?” comes up often from white paper writers. Even Bob Bly—the copywriter’s copywriter—wonders why clients don’t listen when he says he writes text, but does not provide finished design. In my experience, most B2B companies already have a designer they work with. Of the 300+ white papers I worked on, I…
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