Tutorial on how to write a technology white paper

1. business tips for smart people
What is a
White Paper?
www.KLARITI.com

2. Hi, I’m Ivan Walsh
www.Klariti.com

3. Why should I write a
White Paper?

4. White Papers
establish authority

5. White Papers
build influence

6. White Papers
=
$ $ $

8. Who reads them?
experts (not technical)
Decision makers
Tech Journalists
Time poor

11. How to
write your
white paper

12. 3 goals
Be interesting
Demonstrate authority
Build credibility

13. A white paper answers
The potential solutions
The problem to be solved
A recommendation

14. Persuade the reader by
1st
sentence intro topic
One idea per paragraph
2nd
sentence links next

16. Start by
Avoiding assumptions
Orienting the reader
Answer in one sentence

17. Language to use
Active voice
Specific, concrete
Positive phrasing

18. White paper structure
Define scope (in/out)
Provide context
Explain approach
You’re recommending?
In a nutshell…
It stands alone

20. White paper writing tips
Avoid jargon, clichés
No emotional language
Consider your readers
1 idea per paragraph
Stand over everything
Use sub-headings

22. White paper writing
Don’t coin new words
everyday language
Connect ideas
Write to be scanned
Put bottom line at start
Consider search engines

23. In white papers
Subject/verb close
Use parallel construction
Remove waffle

24. Be different or else…
Investors are v savvy
Why are you the best?
Stand over every word

25. think of
readers as
potential investors

27. Cite references
Add links in endnotes
Credible references
Testimonials

28. I know I’m nagging but…

29. No one reads your white paper
if
the executive summary sucks

31. Takeaways

32. 1. Write several drafts
2. Readers want facts
3. Make it remarkable
4. Revise in waves
5. Share and promote

33. Please
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