Don't just tell, compell
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  • Cindy
  • Jason-use hierarchy example-Why isn’t it a a blog
  • Jason
  • Jason
  • JasonSEO
  • Cindy Don’t forget boiler plate is next;)
  • Cindy
  • Jason, example is next
  • Jason
  • Cindy
  • Jason-It’s ok to brag
  • Cindy
  • Cindy


  • 1. Don’t just tell, compel
    Multi-purposing white papers & case studies effectively
  • 2. Agenda
    What is a white paper?
    Write what works
    Vary your authors
    Reduce, reuse, recycle
    What is a case study?
    Dispense the facts
    Less is more
    Reduce, reuse, recycle
  • 3. What is a white paper?
    Advocate a position or solution
    • Authoritative
    • 4. Informative
    • 5. Educational
    • 6. Decision drivers
    • 7. Make it universal
  • Sample titles
    • The case for volunteers
    • 8. Stewarding and retaining donors
    • 9. 10 steps to an effective capital campaign
    • 10. Developing and recruiting the right board of directors
  • 11. Why do we use white papers?
    Establish expertise and credibility
    Discussa product or service
    Reposition products/services
    Tell a story
    Create transparency
    Drive website visitors
  • 12. Forget the norm
    Remember your audience
    No right or wrong length
    Avoid over-designing
    Consistent voice
    Develop a template
    Facts not fluff
  • 13.
  • 14. Vary your authors
    Executive director or CEO
    Specialists and those in the trenches
    Consider contributors
    Board members
  • 15. Reduce, reuse, recycle
    Blog post or series
    Companion case study
    Social media platforms
    Develop additional collateral
    Website content
    Sell sheets
  • 16. CliffsNotes
    What: A position or solution
    Why: Establish credibility and expertise
    Write for your audience
    Vary your authors
    Repurpose your work
  • 17. Discussion & brainstorming
    Where to start
    Get a commitment
    Set a timeline
    What’s worked for you?
  • 18. What is a case study?
    Share work
    Highlight successes and results
    Perfect for proposals
  • 19.
  • 20. Dispense the facts
    Who’s the client?
    What was the challenge?
    What was the solution?
    What are the results?
    What does the client say?
  • 21. Less is more
    No more than two pages
    Highlight facts
    Focus on data and results
    Avoid jargon and industry specific terms
  • 22. Reduce, reuse, recycle
    Blog posts
    Guest blog
    Case study library
    Social media
    Develop additional collateral
    Website content
    Brochures and sell sheets
  • 23. CliffsNotes
    What: Examples of the work you’ve done
    Why: Share success and results
    Keep it a simple snapshot
    Don’t forget the data
    Repurpose your work
  • 24. Discussion & brainstorming
    Evaluate your client list
    Cover all industries
    Set a timeline
    Work your relationships
  • 25. We’ll make your white papers our case study
    Like what we’re saying but don’t know where to start?
    Let us audit you (in the best way possible).
    Mention this conference for acomplimentary half-hour consult.
    Vicki Bohlsen
    Cindy Dashnaw
    senior publicist/chief copywriter
    Jason Gloye
    senioraccount executive