The White Paper Outline – Discover, Consider, Decide

Breaking your white paper into these three parts can help you build a campaign around it. Start with your white paper outline. It was supposed to be a simple, short paper: We’re looking for 4-6 pages of copy. It’s for a lead generation campaign. It’s about our new line of wireless schmedlapps. That’s all they […]

The White Paper Outline Buffet: The Transformation White Paper

Part 6 in a series of white paper outlines, each with a different structure and focus. Here, the outline for a white paper on your company’s complete transformation. Have you been with an organization long enough to remember: when things were a mess, and what everybody had to go through to make things run as […]

The White Paper Outline Buffet: The Why-We-Did-This White Paper

Part 5 in a series of white paper outlines, each with a different structure and focus. Here, the outline for a white paper that rationalizes a big change in direction. Do you remember: when Nixon went to China? when the Supreme Court ruled that separate was not equal? when AOL started allowing unsolicited e-mail? when […]

The White Paper Outline Buffet: The Innovation White Paper

Part 4 in a series of white paper outlines, each with a different structure and focus. Here, an outline for a buckshot-in-the-air white paper that scares readers toward innovation. What do you think about scaring your prospects and customers a little bit? How do you feel about getting them off the dime to buy your […]

The White Paper Outline Buffet: The Seven Myths White Paper

Part 3 in a series of white paper outlines, each with a different structure and focus. Here, an outline for a white paper when you need to set the record straight. Sometimes you’ve just got to tell them that they’re wrong and you’re right. With the right structure, you can vindicate yourself in a well-crafted […]

The White Paper Outline Buffet: The Revolutionary White Paper

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 […]

The White Paper Outline Buffet: The Educational White Paper

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 […]

Steal This White Paper Outline!

The first step in writing a white paper is an outline, which acts as a skeleton that you flesh out with evidence and persuasion. My post last October, 4 Elements of a White Paper Outline, resulted in a large number of visits, so I’ll go into more detail in this post. As a matter of […]

4 Elements of a White Paper Outline

White papers – or any long pieces – need structure, and you need to agree on the structure before you write the paper. Be sure your writer includes these elements in an outline. How often do you get started down a path in your work, only to realize you have to backtrack and go down […]

“It’s a Good Outline, But I Hate It.” – Making Outlines Work

You and your marketing communications writer should agree on an outline for larger projects. It’s helpful for business purposes, but sometimes it’s a creative pothole. Have you ever watched somebody hang a picture or organize a workbench in a way that worked, but was alien to you? “It would never have occurred to me to […]