Business Writing

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Jazzing Up the Appearance of a White Paper

Few people will read a text-only white paper. You can provide visual relief by using at least one of these text enhancements on every page: [more…]

Promoting a White Paper for Maximum Impact

To get your target audience to notice your new white paper, you need to unveil it like a mini-product launch. Try different promotional tactics and repeat as long as they keep working. Don’t abandon promotions [more…]

Defining the Three Main Types of White Papers

Use the right type of white paper for the right challenge: either a backgrounder, a numbered list, or a problem/solution. The following table outlines the features of each type of white paper and gives [more…]

White Papers For Dummies Cheat Sheet

White papers are the “king of content” that can help any B2B company build mindshare, generate leads, engage prospects, and undercut competitors. But to get powerful results, you need to use white papers [more…]

White Paper Structure Problems and How to Solve Them

Many white papers don’t turn out well, often because they’re missing some key structural elements or they weren’t planned properly from the start. Fortunately, if you identify these issues in time, you [more…]

Content Problems in Your White Paper and How to Solve Them

A marketing team may know what a white paper looks like, they can create a mess if they don’t have experience developing effective content. Many white papers don’t turn out well, often because they weren’t [more…]

How to Design a White Paper with the Reader in Mind

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…]

How to Improve a White Paper Title

Your white paper title can make or break it. As the first thing a reader will see, consider this your opportunity to make a first impression; something you can’t do twice. [more…]

Five Things NOT to Do in a White Paper Title

Your white paper title is often all that prospects have to go on to make their decision about whether to download or read your white paper. If your title falls flat, they’ll skip right past it. Anything [more…]

The Future of White Papers

To stay engaging and relevant for audiences of the future, white papers must encompass these new elements and evolve to Generation 3.0. Paper will fade away, and newer materials will be designed for reading [more…]

Industry Standards for White Papers

It’s difficult to narrow down what the actual standards are or a white paper. Unfortunately, anyone can call anything a white paper. And people do. No laws or regulations can stop them. For instance, consider [more…]

What’s the Difference Between White Papers and Other Marketing Materials?

B2B marketing teams generate all sorts of content to get the word out about their products or services, including white papers, blog posts, brochures, case studies, and e-books. Not everyone knows what [more…]

Why White Papers Are Useful to Your Business

Here comes perhaps the most fundamental question of all: Why bother with writing a white paper? When done well, white papers are effective instruments for boosting sales and getting through to your target [more…]

How Much Can a Writer Earn for White Papers?

White paper writers work either in-house or as independent freelancers, most often called copywriters. Unfortunately, labor statistics don’t break out this full-time job as a separate profession; it’s [more…]

When Does a Company Need a White Paper?

You may work as a marketing manager and wonder whether your B2B company should be using white papers. Or you may be a white paper writer sizing up a possible client and wondering whether it could benefit [more…]

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…]

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