Part 2 in a continuing series of white paper outlines, each with a different structure and focus. Here, an outline for white papers that guide readers through revolutionary change. This white paper outline is about The Revolution that your new ideas and technologies ignite in your customers’ organization. Suppose you want your prospects to: replace [...]
Part 1 in a continuing series of white paper outlines, each with a different structure and focus. Here, an outline for white papers that educate readers on new technologies. If you’re writing a white paper for yourself, you can get away without writing an outline first, but if other people will approve the paper, you [...]
Don’t you wish you could be inside your reader’s head as he reads your content? What text could you throw away? What text could you monetize? Active listening is difficult. In fact, it’s exhausting, especially if you’re new to it. Do you know people who practice active listening? You’d know if you did. They begin [...]
Ready for a white paper makeover? Pump some story into your white papers, turn them into e-books and separate them on your Website. Complete this sentence: When I hear “white paper,” I think: “Oh, boy, I get to read another one!” Wall of text with no pictures. Crew cut, short-sleeved shirt, black tie, 1950s. Skim, [...]
Have you worked out your company’s messaging yet? How many different messages do you have? Have you shared them with your marketing communication writers? Better get on it. I was at lunch with three execs of a prospective client the other day. They want me to help them tell their story with new content, so [...]
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