What’s a good topic for a white paper?
I get that question a lot. One good answer is, “anything that’s hot right now.” And that hot topic should refer to something that’s relatively new, relatively complex, and relatively expensive. This rule explains why in 2017-2018 I heard from four eight 13 16 24 58 prospects launching new cryptocurrencies, something like Bitcoin. What made cryptocurrencies…
Read MoreQuick tip: How to layer information for multiple audiences
Ideally you can create one white paper for every segment of your target audience. But what if you can’t swing that? What if for some reason—time, money, or whatever—you need to reach more than one audience with the same white paper? In another article, I described how to “clone” one basic document for various segments…
Read MoreWhite Paper World 37: February 16, 2024
Listen up: Now there’s audio! Quick tip: 3 steps to a stronger title [with example] This just in: 6 out of 10 B2B marketers use white papers, again Help with your next white paper: Get a blueprint! Listen up: Now there’s audio! 1 minute read. 1 minute listen. Drum roll, please! You can now…
Read MoreQuick tip: 3 steps to a stronger title [with example]
The title is the single most important line in your white paper. A good title gets your paper noticed. A poor title gets it ignored. That’s why much of the success of a white paper depends on your title. But many writers struggle with titles. So here’s a step-by-step process that makes writing your title…
Read MoreWhite Paper World 36: February 1, 2024
Quick tip: Don’t say “once every xx seconds…” Great book: How to Lie with Statistics February Book Giveaway: Send me a shoddy statistic! Need help with your next white paper? Quick tip: Don’t say “once every xx seconds…” I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a…
Read MoreQuick tip: Don’t say “once every xx seconds…”
I’ve been researching suicide lately. Don’t worry; I’m not thinking about doing myself in. It’s for a fictional story I’m working on. In my research, I encountered a statistic that always bugs me. Here it is, from no less than the World Health Organization: Suicide: one person dies every 40 seconds1 What a shocker, right?…
Read MoreQuick tip: Here’s a great little book on statistics
So far, I’ve posted two quick tips on how to avoid shoddy statistics. Both articles included examples from the real world. You can see those here: Don’t use numbers out of context Don’t say “once every xx seconds…” So how about some positive tips on how to use numbers properly? If you’re interested in how…
Read MoreQuick tip: Understand the audience for your white paper
Comedians know it. Politicians know it. And white paper writers must know it, too. The first key to success is to understand your audience. “Understanding your audience will help you write the content they need in the words and the way they need it,” says industry veteran Ginny Redish in her excellent book, Letting Go…
Read MoreQuick tip: To find the gem, wash away the muck
One problem I often see in white papers is over-long quotes from sources. Lengthy quotes can easily slow down your narrative and distract from the point you’re trying to make. If you see a quote that runs two or three paragraphs long, you can be pretty sure the writer included too much. Your goal as…
Read MoreWhite Paper World 35: January 12, 2024
This just in: Plain language rules, even in healthcare Quick tip: To find the gem, wash away the muck Big idea: Let’s get rid of the sales funnel Need help with your next white paper? This just in: Plain language rules in healthcare (and every other sector) A recent study found that 4 out of…
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