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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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
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, [...]
Marketing communications writers try to tell the story of the company that hires them. We should focus on customer problems instead. Most of the time, I like David Meerman Scott of WebInkNow renown, and agree with what he has to say. I think he has come to “believe his own stuff” and go on a [...]
The title of your white paper is where you sell your idea to the prospective reader. Don’t blow your chance to make a good impression. Industry colleague Jonathan Kantor publishes a list of free white papers each week from his blog, White Paper Pundit. I’ve followed it the last few weeks, looking for interesting titles. [...]
“White paper” covers a multitude of formats, and it’s rare to find two people who take it to mean the same thing. Poisoned white papers harm the publisher more than the reader, but there are antidotes. I’ve looked at a half-dozen documents called “white papers” in the last few days and marveled at the variety [...]
