How to Write White Papers for Credibility and Profits
How to Write White Papers for Credibility and Profits
However, to be able to achieve the maximum possible success with your whitepaper efforts, you will need to make sure that your whitepaper is well written, and appealing to read. There are three very important things that you need to remember to ensure that you arrive with a great whitepaper:
• Whitepapers will require you to invest a good deal of time for research, writing, and reviewing.
• Whitepapers work best when they contain unique information, or details about a one-of-a-kind product that your clients wouldn’t otherwise have.
• Writing whitepapers isn’t for everyone.
Though it may be your inclination to try to “save money” by writing a whitepaper yourself, or by delegating it to someone else on your team, this may not be the wisest choice for the final result. Whitepapers are, after all, documents that are written very strategically and precisely, and shouldn’t be done by those without a knowledge and talent for writing in that style. While you may be able to contribute to the technical content of the document, the actual organization and writing of it should be left up to someone who knows what they’re doing.
If you are somebody who can write, then there are certain things that you should remember for writing a whitepaper. After all, they’re not the same as writing web content, articles, or essays. You need to write with objective information in mind, and credibility as your goal to ensure that the whitepaper is appealing enough for the readers, and maintains its relevancy over time.
Whitepapers are best designed when they are written in order to educate and attract. To do so, use the following tips:
• Keep your content limited only to the facts, and keep those facts concise. Use a comfortable writing style, and utilize bulleted lists when appropriate.
• Spread the word. Once you have your whitepaper written, make sure that it gets out there in front of the people who will want to read it. This involves writing at least two different press releases with different angles that will be distributed among the different media reps.
• Cover everything there is to be said. Use the five W’s by answering their questions: who, what, when, where, and why.
• Make sure that everything said is relevant. Whitepapers aren’t the time for fluff. Go over the whitepaper and ensure that it is simple, straightforward, doesn’t overuse jargon or technical terminology, nor should it have too much flowery or poetic wording.
• Make it interesting. Though whitepapers aren’t meant to be the latest thriller novel, this doesn’t mean that they need to be dry as a desert either. Try to keep the information upbeat, motivated, and laid out for proper flow. Don’t use huge blocks of text. Break them up into smaller paragraphs and utilize bullets to space things out and keep the eye moving.
• Make sure that everything you say is in context. Provide the history, analysis, and trends that is necessary for a proper education using your whitepaper.
Finally, make sure that you review, revise, and revisit your whitepaper a day or two later. Once you’re done writing the whitepaper, save it, and put it away at least overnight, but more preferably for a weekend, when you won’t think about it at all. Then, go back to it, and you’ll find that you have an entirely new perspective for polishing it and creating the best possible whitepaper for your marketing strategy.
Robert Moment is an innovative small business coach and author of Invisible Profits: The Power of Exceptional Customer Service. Robert specializes in teaching small business owners how to actionable ideas and strategies that generate profitable results. Visit http://www.smallbusinessmarketingideasstrategies.com and sign-up for the FREE Small Business Marketing 5 day e-course.
How to Write White Papers for Credibility and Profits - To learn more about this author, visit Robert Moment's Website.
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Marketing with white papers as a part of your marketing strategy can create very quick and appealing results. You are able to share your knowledge of your product with your customers and potential customers, and they will be able to use your whitepaper in a much more realistic way than your other less substantial marketing materials.
However, to be able to achieve the maximum possible success with your whitepaper efforts, you will need to make sure that your whitepaper is well written, and appealing to read. There are three very important things that you need to remember to ensure that you arrive with a great whitepaper:
• Whitepapers will require you to invest a good deal of time for research, writing, and reviewing.
• Whitepapers work best when they contain unique information, or details about a one-of-a-kind product that your clients wouldn’t otherwise have.
• Writing whitepapers isn’t for everyone.
Though it may be your inclination to try to “save money” by writing a whitepaper yourself, or by delegating it to someone else on your team, this may not be the wisest choice for the final result. Whitepapers are, after all, documents that are written very strategically and precisely, and shouldn’t be done by those without a knowledge and talent for writing in that style. While you may be able to contribute to the technical content of the document, the actual organization and writing of it should be left up to someone who knows what they’re doing.
If you are somebody who can write, then there are certain things that you should remember for writing a whitepaper. After all, they’re not the same as writing web content, articles, or essays. You need to write with objective information in mind, and credibility as your goal to ensure that the whitepaper is appealing enough for the readers, and maintains its relevancy over time.
Whitepapers are best designed when they are written in order to educate and attract. To do so, use the following tips:
• Keep your content limited only to the facts, and keep those facts concise. Use a comfortable writing style, and utilize bulleted lists when appropriate.
• Spread the word. Once you have your whitepaper written, make sure that it gets out there in front of the people who will want to read it. This involves writing at least two different press releases with different angles that will be distributed among the different media reps.
• Cover everything there is to be said. Use the five W’s by answering their questions: who, what, when, where, and why.
• Make sure that everything said is relevant. Whitepapers aren’t the time for fluff. Go over the whitepaper and ensure that it is simple, straightforward, doesn’t overuse jargon or technical terminology, nor should it have too much flowery or poetic wording.
• Make it interesting. Though whitepapers aren’t meant to be the latest thriller novel, this doesn’t mean that they need to be dry as a desert either. Try to keep the information upbeat, motivated, and laid out for proper flow. Don’t use huge blocks of text. Break them up into smaller paragraphs and utilize bullets to space things out and keep the eye moving.
• Make sure that everything you say is in context. Provide the history, analysis, and trends that is necessary for a proper education using your whitepaper.
Finally, make sure that you review, revise, and revisit your whitepaper a day or two later. Once you’re done writing the whitepaper, save it, and put it away at least overnight, but more preferably for a weekend, when you won’t think about it at all. Then, go back to it, and you’ll find that you have an entirely new perspective for polishing it and creating the best possible whitepaper for your marketing strategy.
Robert Moment is an innovative small business coach and author of Invisible Profits: The Power of Exceptional Customer Service. Robert specializes in teaching small business owners how to actionable ideas and strategies that generate profitable results. Visit http://www.smallbusinessmarketingideasstrategies.com and sign-up for the FREE Small Business Marketing 5 day e-course.
How to Write White Papers for Credibility and Profits - To learn more about this author, visit Robert Moment's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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