Even if you’re someone who frequently handles writing for your company or organization, you may not have any idea of how long it takes to write a white paper. After all, white papers are different from blog posts, web copy, press releases, and the other types of materials that may be a regular part of … Read more
If I asked you to name the single most powerful word in marketing, which word would you choose? Many people claim it’s “free,” while others insist on “sex” or something similarly salacious. But none of those answers is correct. The most powerful word is one of the most common and simple words in English, and … Read more
Knowing how to write a good white paper is an increasingly important skill in the business world. That’s because so many companies are discovering the many advantages of white papers, including their ability to be used in marketing programs. Write a good white paper by being different from brochures Some people assume that writing a … Read more
If you’re looking for a great way to promote a white paper you’ve developed, start with your company’s own website. That makes sense, because visitors to your site are seeking more information about your company and its products and services, so they may find your white paper helpful and valuable. Promote a white paper on … Read more
If you think you should write your own white paper, you may assume that you — or someone on your team — is the perfect writer for that white paper. That’s actually a bad assumption. In fact, you or your team member may know your product, service, or subject so well that you’ll actually be … Read more
The client wanted to advertise in a local publication for the first time in years. I had sent other business to the printer who produced it in the past, so I emailed my customer service contact with a simple question: is your company still printing this publication? Instead of answering my question, she replied with … Read more
You need to know how to write a white paper for marketing because white papers can be a powerful marketing tool. Detailed documents that explore complex issues to educate audiences, their goal is to offer facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation. Knowing … Read more
As I pointed to a clunky phrase, the client waved me off. “Don’t worry about the language. It’s a proposal, not a marketing piece.” She saw my confusion and explained, “We don’t need to waste our time making the language flowery or sales-y sounding. This is just so we can get all the details together … Read more
What is a white paper? White papers are documents that explore complex issues to educate audiences. In a marketing or policymaking context, a white paper provides enough facts and arguments to convince people that your product, service, or strategy offers the best solution for the situation, educating them about the issue and making a case … Read more
Like average Americans, you’re exposed to thousands of marketing messages each day, from TV commercials to billboards to slogans on fast-food drink cups. How many of the ones you saw yesterday do you remember? Probably just a couple – maybe a few if you really strain your memory. So why do so many companies and organizations … Read more