This document provides tips for writing effective white papers. It recommends that white papers establish authority, build influence, and generate revenue by answering key questions for decision makers. It suggests using active voice, concrete language, and positive phrasing while avoiding jargon and clichés. White papers should be structured to define the scope, provide context, explain the approach, and recommend a solution in a concise manner. Images and charts can help explain concepts and show relationships. The goal is to make the white paper interesting, demonstrate expertise, and build credibility for the reader.

1. business tips for smart people
White Papers
Examples
www.KLARITI.com

2. Hi, I’m Ivan Walsh
www.Klariti.com

3. Why 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

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

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

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

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

18. Use social media to promote
white papers

20. White paper goals
Be interesting
Demonstrate authority
Build credibility

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

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

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

28. Length of white papers
Enough to make decision
1-2 pages
5-10 %

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

31. Images, Charts
explain concepts
add value
show relationships

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

35. think of
readers as
potential investors

36. Takeaways

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

39. Please
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