White Papers For Dummies

Gordon Graham — also known as That White Paper Guy — is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.

• Introduction 1About This Book 2Conventions Used in This Book 2What You’re Not to Read 3Foolish Assumptions 3How This Book is Organized 4Part I: Getting Started with White Papers 4Part II: The Three Flavors of White Papers 5Part III: From Foggy Idea to Finished Document 5Part IV: Succeeding with White Papers 5Part V: The Part of Tens 6Icons Used in This Book 6Where to Go from Here 6Part I: Getting Started with White Papers 9Chapter 1: Unleashing the Power of White Papers 11Seeing a White Paper for What It is 12Getting the scoop on the three flavors of white papers 12Following a proven system for creating white papers 13Declaring White Papers the “King of Content” 14Seeing the growing trend to white papers 15Spotting three flaws in many white papers 16Using a mantra to avoid problems 17Understanding Today’s Complex Sale 18B2B marketing has evolved quickly 18Today’s B2B buyers do their own research 20Profiting from White Papers 22At the top of the funnel 24Throughout the funnel 25At the bottom of the funnel 26Discovering Who Uses White Papers and Who Should 27Chapter 2: An Exciting Opportunity for Writers 29Sizing Up the Possibilities 30Looking at three trends pushing white papers to the top 30Understanding why marketers can’t find qualified writers 31Calculating the earning potential for a white paper writer 32Discovering who uses white papers 34Wondering whether the white paper opportunity will last 35Coming into White Papers from Three Common Paths 36Copywriters and white papers 37Journalists and white papers 40Technical writers and white papers 42Finding White Paper Clients 44Avoid most of what you hear 44Getting started with the basics 45The secret of freelance success 46Chapter 3: The Past, Present, and Future of White Papers 47Where It All Began: Generation 1.0 (1910s to 1990s) 48Characteristics of Gen 1.0 white papers 48The closest model: Business reports 49Forcing White Papers to Evolve 50Where White Papers Are Now: Generation 2.0 (1990s to Today) 51Characteristics of Gen 2.0 white papers 51Two close models: Annual reports and science magazines 51But aren’t white papers old-fashioned? 52Still evolving, not dying 53Where White Papers Are Going: Generation 3.0 (Coming Soon) 53Some trends to watch54Four possible paths to the future 54Chapter 4: Just the FAQs on White Papers 57Working Out the Whats of White Papers 57What is a white paper anyway? 58What are the industry standards for white papers? 58What else do people call white papers? 59What’s the difference between white papersand other marketing materials? 60Figuring Out Who Writes and Reads White Papers 64Who publishes white papers? 65Who reads white papers? 66Who hires people to write white papers? 66Who writes white papers? 67Understanding Why White Papers Are So Useful 67Why do companies publish white papers? 67Why do prospects read white papers? 68Why do writers write white papers? 69Pinpointing the Wheres of White Papers 69Where do B2B prospects find white papers? 69Where do people read white papers? 70Where did white papers first come from? 71Where are white papers going in the future? 71Tracking the Whens of White Papers 72When do companies publish white papers? 72When do B2B prospects read white papers? 72When should a company use each type of white paper? 73Figuring Out the Hows of White Papers 74How do people read white papers? 74How long does a white paper take to create? 74How much does a white paper cost?.75How much can a writer earn doing white papers? 79How can you tell whether a company needs a white paper? 81How many white papers are “enough” for a company? 82Part II: The Three Flavors of White Papers 85Chapter 5: Picking the Perfect Flavor for Your Next White Paper 87Recognizing the Three Purposes of White Papers 88Defining the Three Flavors: Vanilla, Strawberry, and Chocolate 89Zooming in on the product: Plain vanilla 91Making points quickly: Scrumptious strawberry 92Finding a solution: Rich chocolate 93Making two tasty mash-ups 94Getting messy with other flavor combinations 94Choosing the Right Flavor 95Reflecting on your purpose 95Considering your target audience 97Thinking about your target sector.98Choosing between a pure flavor and a mash-up 99Figuring out what to do if your idea doesn’t fit any flavor 100Developing Your Topic 100Sizing up your ideas.100Giving readers something new 101Getting ideas from prospects and clients 102Chapter 6: The Backgrounder: As Basic As Vanilla 103Introducing the Granddaddy of All White Papers 103Defining a backgrounder 104Spotting a backgrounder.105Understanding this flavor’s appeal to salesand marketing types 105Deciding When to Use a Backgrounder 105Promoting an undisputed leader 106Supporting a technical evaluation 106Supplementing a product launch 107Looking at the Pros and Cons of Backgrounders 107Pro: Easy to research 107Pro: Easy to write 108Con: Short-lived 109Con: Not good for generating leads 109Planning a Backgrounder 110Gathering essential information 110Allocating pages 112Choosing an effective title 116Setting a factual tone 116Going Beyond Text in a Backgrounder 117Adding graphics 117Using rich media 118Repurposing a Backgrounder 119Press release.119Slide deck 119Demo120Webinar 120Chapter 7: The Numbered List: As Fresh As Strawberry 121Introducing the Lightest and Liveliest of All White Papers 122Defining a numbered list 122Spotting a numbered list 123Five reasons numbered lists are popular 123Deciding When to Use a Numbered List 124Getting attention with provocative views 124Nurturing prospects already in the funnel 125Casting FUD on competitors 125Looking at the Pros and Cons of Numbered Lists 126Pro: Easiest to write.127Pro: Fastest to read127Pro: Easiest to repurpose 127Con: Most superficial 128Con: Easiest to dismiss 128Con: Can be overused 128Planning a Numbered List 129Gathering essential information 129Allocating pages 132Choosing an effective title 136Setting a provocative tone 137Going Beyond Text in a Numbered List 138Adding graphics 138Using rich media 138Repurposing a Numbered List 139Blog post 139Guest blog 140E-newsletter article 140Placed article 141Chapter 8: The Problem/Solution: As Complex As Chocolate 143Introducing the King of Content 143Defining a problem/solution 144Spotting a problem/solution.145Understanding why this flavor appeals to executives 145Deciding When to Use a Problem/Solution 146Generating leads at the top of the funnel 146Educating salespeople and channel partners 147Educating analysts, bloggers, and journalists148Redefining a market space 148Building mindshare149Looking at Pros and Cons of Problem/Solutions 149Pro: Generates the most leads 149Pro: Lasts the longest 150Pro: Makes the best investment 150Con: Hardest to create 151Con: Slowest to create 151Con: May heighten internal conflicts.152Planning a Problem/Solution 152Gathering essential information 153Allocating pages 157Choosing an effective title 163Setting a dignified tone 164Going Beyond Text in a Problem/Solution 165Using graphics in a problem/solution 165Using rich media 167Repurposing a Problem/Solution 168Blog post 168Placed article 168Slide deck 169Webinar 170Conference presentation 170Chapter 9: Mashing Up Different Flavors 171Understanding Why You Need Mash-Ups 172Supporting a product launch, plus attracting attention 172Generating leads, plus raising your company’s profile 173Creating Tasty Mash-Up #1: Backgrounder + Numbered List 174When to use this mash-up 174What to include and what to leave out 174Creating Tasty Mash-Up #2: Problem/Solution + Numbered List 175When to use this mash-up 175What to include and what to leave out 176Avoiding Two Messy Combinations 176Messy mash-up #1: Backgrounder + problem/solution 176Messy mash-up #2: All three flavors in one 177Fixing a Mash-Up That Doesn’t Taste Right 178How to tell when you’ve made a mess 179Separating the flavors 179Reconfirming your purpose 180Using the ingredients that belong180Chapter 10: Special Ingredients for a White Paper 181Sprinkling on the Special Ingredients 181Positioning blurb 182Synopsis-style executive summary183Numbered lists 184Buyer’s guide 185Case studies 186Conclusions 186Call to action.187Leaving Out the Bitter Ingredients 187Hype 188Marketing speak 189Groupthink 191Vagueness 191Product mentions 192Direct attacks on competitors192Part III: From Foggy Idea to Finished Document 195Chapter 11: A Proven Process to Complete Your White Paper 197Benefitting from a White Paper Process 197Not all white paper projects go smoothly 198Many companies lack a publishing process 198A process you can use for your own 199Getting an Overview of the Process 200Stage 1: Planning a white paper 200Stage 2: Producing a white paper 201Stage 3: Promoting a white paper 201Getting an Edge with Six Success Factors 202Success factor #1: In-house sponsor 202Success factor #2: Firm deadline 202Success factor #3: Deep understanding of the topic 203Success factor #4: Cooperative SMEs and reviewers 203Success factor #5: Joint ownership 204Success factor #6: Sense of urgency 204Taming Four Maddening Pests 204The scope-creep 205The tug-o-warrior 205The no-see-em reviewer 206The dyslexic designer 206Chapter 12: Planning an Effective White Paper 207Step 1: Assembling the Team 208What the client does in this step 209What the writer does in this step 210How to hire a white paper writer 211Step 2: Holding a Kickoff Conference Call 213What the client does in this step 214What the writer does in this step 215Resolving differences during the conference call215Step 3: Preparing a Plan 216What the writer does in this step 217What the client does in this step 217Putting together a white paper plan 217Step 4: Gathering Research 218What the client does in this step 219What the writer does in this step 219Step 5: Preparing an Executive Summary 219What the writer does in this step 220What the client does in this step 221Crafting the executive summary 221Dealing with comments on the executive summary 222Chapter 13: Producing a Powerful White Paper 225Let the Writer Write! 225Step 6: Creating First-Draft Text and Graphics 226What the writer does in this step 227What the illustrator does in this step 228Expanding the executive summary 228Creating graphics without an illustrator 229Reviewing graphics 230Step 7: Gathering Initial Comments 231What the client does in this step 231Dealing with comments on the first draft 232Step 8: Creating the Second-Draft White Paper 233What the writer does in this step 233What the illustrator does in this step 234Step 9: Gathering Final Comments 234What the client does in this step 235Dealing with comments on the second draft 235Step 10: Collecting and Checking Sources 236What the writer does in this step 237What the client does in this step 238Saving source material as PDFs 238Keying sources to footnotes 240Spot-checking sources 241Handling unused sources 242Step 11: Preparing the Final Document 242What the illustrator does in this step 243What the writer does in this step 244What the designer does in this step 244What the client does in this step 244Proofing final pages 244Putting keywords in the PDF 246Step 12: Wrapping Up the Project 248What the client does in this step 248What the creatives do in this step 249Making payments — the faster, the better 249Getting permissions 249Transferring copyrights 250Doing a postmortem 250Part IV: Succeeding with White Papers 251Chapter 14: Doing Research: Think Like a Lawyer 253Your Goal: Building an Open-and-Shut Case 254Digging Up Solid Sources and Extracting Relevant Points 255Evaluating sources 255Finding sources for a white paper 257Understanding what makes good evidence 263Keeping Track of a Mountain of Research 267Writing out index cards.267Typing and printing out a Word fi le 268Putting them together: Word plus index cards 268Managing content with Evernote 269Choosing Footnotes or Endnotes 269The immediacy of footnotes 270The finality of endnotes 270The tidiness of in-text citations 271Formatting citations 271Chapter 15: Write Like a Journalist 273Reading for Fun and Profit 274Reading white papers 274Reading related research 275Reading for inspiration276Keeping a “swipe fi le” 276Writing Winning White Papers 278Getting to the point 278Handling dialogue and sources 279Creating text enhancements 280Writing for translation 284Choosing one metaphor and sticking with it 285Controlling your material 287Rewriting Before You Submit 288Avoiding throat-clearing 288Having your computer read your draft 289Getting readability statistics on your text 289Changing passive voice to active voice 291Writing with Style 293Learning from style guides 293Following house style 296Refining Your Writing Process 298Figuring out your best time to write299Wearing the right hat at the right time 299Allowing ideas to ferment 300Tricking yourself to get started 300Using a mind map 301Writing in short bursts 301Using positive affirmations 302Challenging the myth of writer’s block 302Chapter 16: Promote Like a Madman 305Recognizing the Need for Promotion 305Promoting a white paper like a product launch 306Measuring your results 307Digging up sales and revenue numbers 309Repeating the most effective promotions 310Continuing your promotions 312Choosing the Right Promotional Tactics for Your White Paper 312Beginning your promotion at home 314Using cost-effective e-mail 315Talking it up through social media 316Getting it to the influencers 318Promoting it through third parties 320Using a slide deck 321Talking about it face to face 323Advertising, online and offline 324Part V: The Part of Tens 327Chapter 17: Ten White Paper Problems and How to Solve Them 329Boring, Nondescript Title 329No Summary at the Start 330No Conclusions at the End 330No Call to Action 331Not the Right Length 331Sales Pitch in Disguise 332Not Enough Proof to Back Up Claims 332Not Enough, or Not Good Enough, Graphics 333No Logical Flow of Ideas 333Not Written by the Right Person 334Chapter 18: Ten Tips on Designing a White Paper 335Design to Enhance the Content 335Consider Your Readers’ Eyesight 336Realize That Text Isn’t a Graphic 336Make Every Page Count 337Control Page Breaks 337Avoid a Wall of Gray 338Leave Lots of White Space 339Avoid Smug Shots 339Control Hyphenation 340Refi ne a Corporate Template 340Chapter 19: More Than Ten Ways to Spice Up a White Paper Title 341Stressing the Benefits to Readers 342Using Active Verbs, Not Passive Labels 343Identifying Your Target Reader 343Converting a Weak Title to a Subtitle 344Why Not Try a Question? 344Recasting Your Paper As a Numbered Lists 344Using “How to” Phrasing 345Leaving Out Product Names 345Cutting Out Jargon and Buzzwords 346Using Selected Keywords 346Testing Titles in Advance 347Index 349