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ClickInsights: Tips on How to Write a Better White Paper from Experts

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ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). We have invited White Paper Experts to shed light on the following question: If you could give our …

ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). We have invited White Paper Experts to shed light on the following question: If you could give our readers one tip on how to write a better white paper, what would that be?

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  • 1. CLICK DOCUMENTS Tips on How to Write a Better White Paper from Experts Compiled By: Ambal Balakrishnan
  • 2. MIKE STELZNER Abandon any and all traditional product marketing Blog Writing White Papers | Twitter Mike_Stelzner Put yourself in the shoes of your reader.  Understand his or her pains, time constraints and interests.  Then turn around and write something that will appeal to the reader without ANY overt sales messages.  If there were only one thing to suggest, it would be this: Abandon any and all traditional product marketing that you may have learned in school.  Instead think about how you can educate rather than sell. writingwhitepapers.com
  • 3. JONATHAN KANTOR Don't assume your reader Knows what you Know Blog WhitePaperPundit | Twitter Jonathan_Kantor The problem of assuming reader knowledge is apparent when: When there is an insufficient number of pages devoted to background information, common business problems, or industry issues that could bring the reader up to speed on the white paper topic. whitepapercompany.com
  • 4. JIM LODICO Inform and educate which in turn, leads the reader to your product Blog WhitePapersolution | Twitter Jlcommunication Focus on the process as opposed to the product features. A good white paper shows the reader how to solve a problem. Demonstrate the solution as opposed to talking about the features of a product. The idea is to inform and educate which in turn, leads the reader to your product.  whitepapersolution.com
  • 5. PHIL DUNN Put yourself in the white paper reader's shoes Put yourself in the white paper reader's shoes, and ask one simple question: "Do I have a problem/issue/pain/challenge?" If you flesh this out on page one of any white paper, you've overcome your biggest hurdle. Blog QualityWriter | Twitter PhilDunn qualitywriter.com
  • 6. ROBERT BLY What do you want the reader to do after reading your white paper? Blog Robert Bly Ask your client: what do you want the reader to do, think, or believe after reading your white paper? bly.com
  • 7. Recommended Resources from Experts Blogs Michael Stelzner's WritingWhitePapers Jonathan Kantor's TheWhitePaperPundit Jim Lodico's WhitePaperSolution Phil Dunn's QualityWriter Bob Bly's CopyWriting Books Michael Stelzner's Writing White Papers: How to Capture Readers and Keep Them Engaged Bob Bly'sThe White Paper Marketing Handbook Others WhitePaperSource Online Forum WhitePaperSource Newsletter How to Write a White Paper – A White Paper on White Papers   Scribd for reference and distribution of white papers
  • 8. CLICK DOCUMENTS THANK you www.clickdocuments.com/connectthedocs