Business Communication

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How to Develop a Topic for Your White Paper

Beyond picking the best type of white paper to achieve your purpose and reach your target audience, you need an engaging topic. Likely, you already have some inkling of a good topic or perhaps a set of [more…]

When to Use a Backgrounder White Paper

A backgrounder is a very useful type of white paper. It’s a reliable choice and provides straight-forward information. A backgrounder can be the best white paper to in three specific situations: [more…]

When to Use a Numbered List White Paper

A numbered list white paper really shines when you need some quick content to promote in a blog, e-newsletter, or magazine — or to meet some commitment in your marketing calendar. Numbered lists, in fact [more…]

When to Use a Problem/Solution White Paper

The problem/solution white paper is gaining popularity all the time as more marketing people realize how effective this format can be. Using one makes sense for any B2B company seeking to build recognition [more…]

How to Create a Combined White Paper: Backgrounder + Numbered List

One white paper mash-up that can be quite successful is a backgrounder with a numbered list. The lightness of the numbered list can make a backgrounder more appealing to a wider audience at the middle [more…]

How to Create a Combined White Paper: Problem/Solution + Numbered List

A combined white paper that can work well is a problem/solution with a numbered list. The lightness of the numbered list can undercut the seriousness of the problem/solution and broaden its reach with [more…]

How to Make Your White Paper Memorable

As you become more adept at developing white papers, you’ll naturally tend to look for ways to make them more persuasive and memorable. Many of these tips combine both structure and content; you must include [more…]

How to Achieve Success with Your White Paper

Many white papers are started, but not all are finished, for many reasons — priorities change, new products emerge, people come and go, executives lose interest. Explaining a product in detail can turn [more…]

How to Assemble the Team for Your White Paper

A white paper team includes as few as two people — the client and the writer — and as many as a dozen, if many subject matter experts and reviewers are involved. Choosing the correct people for the team [more…]

Hold a Kickoff Conference Call for Your White Paper

A kickoff conference call is one of the magic bullets in a successful white paper project. This can save weeks of stress, communication breakdowns, wasted effort, scrap, and rework. Holding a kickoff conference [more…]

Prepare a Plan for Your White Paper

When clients hire an advertising agency, the client often prepares a creative brief. A creative brief comes closer than anything to a white paper plan and is essentially a document that spells out the [more…]

Gather Research for your White Paper

No effective white paper can be written without research because every white paper must be based on facts and logic, not fluff and hot air. The client assembles all the helpful background he can easily [more…]

How to Prepare an Executive Summary for your White Paper

After doing the research, it’s time for the writer to start drafting a six- or eight-page white paper, right? Wrong. An executive summary should come next. Without a direction blessed by the client, much [more…]

How to Create First-Draft Text and Graphics for your White Paper

The first step in producing a white paper is to create the first-draft text and graphics. Writers, illustrators, designers, and business people understand this step well. This step groups together text [more…]

How to Gather Initial Comments for your White Paper

This step is a well-understood part of any publishing process. After the writer creates a first draft of the white paper and the illustrator creates the graphics, the reviewers need to comment. And the [more…]

How to Create the Second-Draft of a White Paper

When all the reviews come in, the writer can see whether the white paper is a hit or miss and prepare for the second draft. This gives the writer another chance to make it good by incorporating comments [more…]

How to Collect and Check Sources for Your White Paper

Just about every white paper needs a few references to back up its arguments and showcase the research behind it. For the writer, keeping sources straight can be challenging. But not doing so defeats the [more…]

How to Prepare the Final White Paper Document

Don’t hurry through preparing your final white paper document, or you may have some embarrassing mistakes to deal with later. In this penultimate step, everyone gets involved — the writer, illustrator [more…]

What Makes Good Evidence for a White Paper

You know you need convincing evidence for your white paper. But, what exactly does it look like? B2B marketing can be a little more rigorous than those college English essays you wrote; after all, millions [more…]

White Paper Final Proof Checklist

No matter how many times you check your white paper, you can always miss something. Any mistakes that happen during the design steps can be especially tough to spot. When you get the final PDF of the white [more…]

10 Tips on Designing a White Paper

Nothing undermines a good white paper faster than poor design. No matter how compelling and persuasive the text may be, if people can’t read it because of a poor design, they’ll quickly move on. Then all [more…]

11 Ways to Spice Up a White Paper Title

Your white paper title can make or break it. B2B buyers scan pages of search results to find useful information. Your white paper title is often all that prospects have to go on to make their decision [more…]

Draft a Press Release for Your Micro-Entrepreneurial Business

To write a press release about your micro-entrepreneurial business, there are some necessary elements and a particular style you should follow. Drafting a press release for your micro-entrepreneurial business [more…]

Choose a Blog, Ezine, or Both for Your Micro-Entrepreneurial Business

Starting a blog or ezine to market your micro-entrepreneurial business is a great idea, but consider the consequences first. Blogs and ezines are ongoing business marketing efforts, so you should think [more…]

Market Your Micro-Entrepreneurial Business with an Ezine

An ezine (email magazine, electronic newsletter or email newsletter) is a form of communication where you email your micro-entrepreneurial business subscribers a periodic publication on a particular topic [more…]

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