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White Papers For Dummies, by Gordon Graham
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A fast and easy way to write winning white papers!
Whether you’re a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world’s leading experts in the field.
The fact-based documents known as white papers have been called the “king of content.” No other B2B marketing piece can do more to generate leads, nurture prospects, and build mindshare.
Where white papers were once used only by technology firms, they are becoming “must-have” items in the marketing toolkit for almost any B2B firm. Practically every startup must produce a white paper as part of its business planning.
But writing effective white papers is a big challenge. Now you can benefit from the experience of a white paper specialist who’s done more than 200 projects for clients from Silicon Valley to Finland, from mighty Google to tiny startups. Author Gordon Graham—also known as That White Paper Guy—provides dozens of tips and tricks to help your project come together faster and easier.
White Papers For Dummies will help you to:
- Quickly determine if your B2B firm could benefit from a white paper
- Master the three phases of every white paper project:
planning, production, and promotion - Understand when and how to use the three main types of white paper
- Decide which elements to include and which to leave out
- Learn the best practices of seasoned white paper researchers and writers
- Choose from 40 different promotional tactics to get the word out
- Avoid common mistakes that many beginners make
- Sales Rank: #252906 in eBooks
- Published on: 2013-03-20
- Released on: 2013-03-20
- Format: Kindle eBook
From the Back Cover
Learn to:
- Plan, create, and promote effective white papers
- Pick the perfect style of white paper for your next project
- Manage a white paper project with a 12-step process
Discover how to write great white papers, and use them to boost your business!
White papers are a challenging form of content marketing that takes years to master. Luckily, this hands-on, friendly guide gives you a shortcut. Whether you're a marketing manager seeking to use white papers to promote your company, or a writer looking to break into this well-paying field, White Papers For Dummies gives you practical, step-by-step advice on planning, creating, and promoting effective white papers.
- Get started — find out what white papers are, who reads them, and whether your company (or client) needs one
- Plan a white paper, fast — pinpoint the audience, purpose, topic, key points, and call to action for your white paper
- Master highly effective habits — discover how to think like a lawyer, write like a journalist, and promote like a madman to make your white paper a hit
- Tricks of the trade — avoid common pitfalls that trap beginners creating their first white papers
- Reach your target audience — get a crash course on ways to promote your white paper and get it discovered, read, and shared
Open the book and find:
- Why white papers are called "the king of content"
- The huge opportunity for writers
- Outlines for the three main types of white papers
- More than 40 ways to promote a white paper
- Tips on finding powerful sources
- Ten ways to improve a white paper title
- Advice for white paper designers
- How to use white papers throughout the sales process
About the Author
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.
Most helpful customer reviews
17 of 17 people found the following review helpful.
Best book on the topic
By Dr. Cathy Goodwin
In my other life as marketer and copywriter, I've sought information about writing white papers. I'd acquired some hard cover books written by an alleged expert. This book was better in every way, exceeding my expectations many times over.
Graham gets right to the point. He explains who reads white papers and why; I've never seen such a clear discussion of white papers vs case studies vs other types of writing. He identifies three "flavors" of white papers, using an analogy that's memorable but not overly cute. He goes through the outline of white papers, section by section.
Even better, Graham explains the role of a white paper writer and explains how to hire a white paper writer. The process seems similar to hiring a copywriter - a process most people don't understand, even when they hire copywriters.
Graham explains the tradeoffs: an experienced writer charges more but works faster, while writing experience will be more important than industry knowledge.
Graham's formula works for many kinds of writing: Think like a lawyer, write like a journalist and promote like a madman. The section on promotion seems especially strong.
Some Dummies books tend to include cutesy bullets and sidebars. This one reads like a conversational business book, with bullseye tips sprinkled throughout. Readers will be surprised and perhaps amused by the section on page 302: "Using Positive Affirmations." We rarely see this kind of material in a solid business book.
Many people who market themselves on the internet - coaches, planners, designers and more - will be able to apply this material to ebook giveaways that most of us offer as opt-in incentives. Technically they're not white papers but they use many of the same principles.
This book turned out to be excellent in every way. I wish there had been an index item "examples" and more prominent directions to sample white papers, which are available online in the author's website. Otherwise, it's a standout in the series and the current catalog of business books.
15 of 15 people found the following review helpful.
The new "classic" on writing white papers
By Steve Slaunwhite
There is a must-read, definitive guide to just about every topic. When it comes to white papers, Gordon Graham's book is that guide. If you're involved in white papers (or the close cousin, special reports) in any way -- as a writer, copywriter, designer, marketer, CEO or entrepreneur -- then you must read this book. It's that simple.
What I like most about it is how Gordon takes you step-by-step through the process. The author is more than just an expert, he's a do-er. He has a booming consulting practice working in the trenches with companies on their white papers. So he knows, first hand, how to plan them... how to write them... and how to market them.
I can think of no one else in the business I would recommend more to guide you in creating a white paper that works.
11 of 11 people found the following review helpful.
Mandatory for every B2B copywriter's bookshelf!
By Mary Rose Maguire
This is an absolutely PHENOMENAL book. If you're starting out as a B2B copywriter, the information in this book will make you look like a Master of the Universe in the eyes of your client. It's seriously that good!
I've been writing B2B marketing collateral for years and this is the first time I've come across a resource that is so thorough in its definition of a white paper. You'll learn the entire process of how to get started, choosing the type of white paper to write, the writing process, the very important (and often overlooked) promotion phase, and finally common problems with a WP and how to solve them.
I am currently refreshing a client's white paper and I have another client who has five that need to be refreshed. This book could not have come at a better time. I now feel confident that I will be able to successfully help position my clients' solutions in the best light possible and help promote their papers so they generate leads.
Bottom line: This book will make you look really, really good and enable you as a B2B copywriter to command the top fees you desire. Thank you, Gordon!
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