{"product_id":"white-papers-for-dummies-isbn-9781118496923","title":"White Papers For Dummies","description":"\u003cp\u003e\u003cb\u003eA fast and easy way to write winning white papers!\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhether 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, \u003ci\u003eWhite Papers For Dummies\u003c\/i\u003e gives you a wealth of practical, hands-on advice from one of the world’s leading experts in the field.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eWhere 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.\u003c\/p\u003e \u003cp\u003eBut 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWhite Papers For Dummies\u003c\/i\u003e will help you to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eQuickly determine if your B2B firm could benefit from a white paper\u003c\/li\u003e \u003cli\u003eMaster the three phases of every white paper project:\u003cbr\u003e planning, production, and promotion\u003c\/li\u003e \u003cli\u003eUnderstand when and how to use the three main types of white paper\u003c\/li\u003e \u003cli\u003eDecide which elements to include and which to leave out\u003c\/li\u003e \u003cli\u003eLearn the best practices of seasoned white paper researchers and writers\u003c\/li\u003e \u003cli\u003eChoose from 40 different promotional tactics to get the word out\u003c\/li\u003e \u003cli\u003eAvoid common mistakes that many beginners make\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 2\u003c\/p\u003e \u003cp\u003eConventions Used in This Book 2\u003c\/p\u003e \u003cp\u003eWhat You’re Not to Read 3\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 3\u003c\/p\u003e \u003cp\u003eHow This Book is Organized 4\u003c\/p\u003e \u003cp\u003ePart I: Getting Started with White Papers 4\u003c\/p\u003e \u003cp\u003ePart II: The Three Flavors of White Papers 5\u003c\/p\u003e \u003cp\u003ePart III: From Foggy Idea to Finished Document 5\u003c\/p\u003e \u003cp\u003ePart IV: Succeeding with White Papers 5\u003c\/p\u003e \u003cp\u003ePart V: The Part of Tens 6\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 6\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with White Papers 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Unleashing the Power of White Papers 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSeeing a White Paper for What It is 12\u003c\/p\u003e \u003cp\u003eGetting the scoop on the three flavors of white papers 12\u003c\/p\u003e \u003cp\u003eFollowing a proven system for creating white papers 13\u003c\/p\u003e \u003cp\u003eDeclaring White Papers the “King of Content” 14\u003c\/p\u003e \u003cp\u003eSeeing the growing trend to white papers 15\u003c\/p\u003e \u003cp\u003eSpotting three flaws in many white papers 16\u003c\/p\u003e \u003cp\u003eUsing a mantra to avoid problems 17\u003c\/p\u003e \u003cp\u003eUnderstanding Today’s Complex Sale 18\u003c\/p\u003e \u003cp\u003eB2B marketing has evolved quickly 18\u003c\/p\u003e \u003cp\u003eToday’s B2B buyers do their own research 20\u003c\/p\u003e \u003cp\u003eProfiting from White Papers 22\u003c\/p\u003e \u003cp\u003eAt the top of the funnel 24\u003c\/p\u003e \u003cp\u003eThroughout the funnel 25\u003c\/p\u003e \u003cp\u003eAt the bottom of the funnel 26\u003c\/p\u003e \u003cp\u003eDiscovering Who Uses White Papers and Who Should 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: An Exciting Opportunity for Writers 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSizing Up the Possibilities 30\u003c\/p\u003e \u003cp\u003eLooking at three trends pushing white papers to the top 30\u003c\/p\u003e \u003cp\u003eUnderstanding why marketers can’t find qualified writers 31\u003c\/p\u003e \u003cp\u003eCalculating the earning potential for a white paper writer 32\u003c\/p\u003e \u003cp\u003eDiscovering who uses white papers 34\u003c\/p\u003e \u003cp\u003eWondering whether the white paper opportunity will last 35\u003c\/p\u003e \u003cp\u003eComing into White Papers from Three Common Paths 36\u003c\/p\u003e \u003cp\u003eCopywriters and white papers 37\u003c\/p\u003e \u003cp\u003eJournalists and white papers 40\u003c\/p\u003e \u003cp\u003eTechnical writers and white papers 42\u003c\/p\u003e \u003cp\u003eFinding White Paper Clients 44\u003c\/p\u003e \u003cp\u003eAvoid most of what you hear 44\u003c\/p\u003e \u003cp\u003eGetting started with the basics 45\u003c\/p\u003e \u003cp\u003eThe secret of freelance success 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: The Past, Present, and Future of White Papers 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere It All Began: Generation 1.0 (1910s to 1990s) 48\u003c\/p\u003e \u003cp\u003eCharacteristics of Gen 1.0 white papers 48\u003c\/p\u003e \u003cp\u003eThe closest model: Business reports 49\u003c\/p\u003e \u003cp\u003eForcing White Papers to Evolve 50\u003c\/p\u003e \u003cp\u003eWhere White Papers Are Now: Generation 2.0 (1990s to Today) 51\u003c\/p\u003e \u003cp\u003eCharacteristics of Gen 2.0 white papers 51\u003c\/p\u003e \u003cp\u003eTwo close models: Annual reports and science magazines 51\u003c\/p\u003e \u003cp\u003eBut aren’t white papers old-fashioned? 52\u003c\/p\u003e \u003cp\u003eStill evolving, not dying 53\u003c\/p\u003e \u003cp\u003eWhere White Papers Are Going: Generation 3.0 (Coming Soon) 53\u003c\/p\u003e \u003cp\u003eSome trends to watch54\u003c\/p\u003e \u003cp\u003eFour possible paths to the future 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Just the FAQs on White Papers 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWorking Out the Whats of White Papers 57\u003c\/p\u003e \u003cp\u003eWhat is a white paper anyway? 58\u003c\/p\u003e \u003cp\u003eWhat are the industry standards for white papers? 58\u003c\/p\u003e \u003cp\u003eWhat else do people call white papers? 59\u003c\/p\u003e \u003cp\u003eWhat’s the difference between white papers\u003c\/p\u003e \u003cp\u003eand other marketing materials? 60\u003c\/p\u003e \u003cp\u003eFiguring Out Who Writes and Reads White Papers 64\u003c\/p\u003e \u003cp\u003eWho publishes white papers? 65\u003c\/p\u003e \u003cp\u003eWho reads white papers? 66\u003c\/p\u003e \u003cp\u003eWho hires people to write white papers? 66\u003c\/p\u003e \u003cp\u003eWho writes white papers? 67\u003c\/p\u003e \u003cp\u003eUnderstanding Why White Papers Are So Useful 67\u003c\/p\u003e \u003cp\u003eWhy do companies publish white papers? 67\u003c\/p\u003e \u003cp\u003eWhy do prospects read white papers? 68\u003c\/p\u003e \u003cp\u003eWhy do writers write white papers? 69\u003c\/p\u003e \u003cp\u003ePinpointing the Wheres of White Papers 69\u003c\/p\u003e \u003cp\u003eWhere do B2B prospects find white papers? 69\u003c\/p\u003e \u003cp\u003eWhere do people read white papers? 70\u003c\/p\u003e \u003cp\u003eWhere did white papers first come from? 71\u003c\/p\u003e \u003cp\u003eWhere are white papers going in the future? 71\u003c\/p\u003e \u003cp\u003eTracking the Whens of White Papers 72\u003c\/p\u003e \u003cp\u003eWhen do companies publish white papers? 72\u003c\/p\u003e \u003cp\u003eWhen do B2B prospects read white papers? 72\u003c\/p\u003e \u003cp\u003eWhen should a company use each type of white paper? 73\u003c\/p\u003e \u003cp\u003eFiguring Out the Hows of White Papers 74\u003c\/p\u003e \u003cp\u003eHow do people read white papers? 74\u003c\/p\u003e \u003cp\u003eHow long does a white paper take to create? 74\u003c\/p\u003e \u003cp\u003eHow much does a white paper cost?.75\u003c\/p\u003e \u003cp\u003eHow much can a writer earn doing white papers? 79\u003c\/p\u003e \u003cp\u003eHow can you tell whether a company needs a white paper? 81\u003c\/p\u003e \u003cp\u003eHow many white papers are “enough” for a company? 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: The Three Flavors of White Papers 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Picking the Perfect Flavor for Your Next White Paper 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing the Three Purposes of White Papers 88\u003c\/p\u003e \u003cp\u003eDefining the Three Flavors: Vanilla, Strawberry, and Chocolate 89\u003c\/p\u003e \u003cp\u003eZooming in on the product: Plain vanilla 91\u003c\/p\u003e \u003cp\u003eMaking points quickly: Scrumptious strawberry 92\u003c\/p\u003e \u003cp\u003eFinding a solution: Rich chocolate 93\u003c\/p\u003e \u003cp\u003eMaking two tasty mash-ups 94\u003c\/p\u003e \u003cp\u003eGetting messy with other flavor combinations 94\u003c\/p\u003e \u003cp\u003eChoosing the Right Flavor 95\u003c\/p\u003e \u003cp\u003eReflecting on your purpose 95\u003c\/p\u003e \u003cp\u003eConsidering your target audience 97\u003c\/p\u003e \u003cp\u003eThinking about your target sector.98\u003c\/p\u003e \u003cp\u003eChoosing between a pure flavor and a mash-up 99\u003c\/p\u003e \u003cp\u003eFiguring out what to do if your idea doesn’t fit any flavor 100\u003c\/p\u003e \u003cp\u003eDeveloping Your Topic 100\u003c\/p\u003e \u003cp\u003eSizing up your ideas.100\u003c\/p\u003e \u003cp\u003eGiving readers something new 101\u003c\/p\u003e \u003cp\u003eGetting ideas from prospects and clients 102\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: The Backgrounder: As Basic As Vanilla 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing the Granddaddy of All White Papers 103\u003c\/p\u003e \u003cp\u003eDefining a backgrounder 104\u003c\/p\u003e \u003cp\u003eSpotting a backgrounder.105\u003c\/p\u003e \u003cp\u003eUnderstanding this flavor’s appeal to sales\u003c\/p\u003e \u003cp\u003eand marketing types 105\u003c\/p\u003e \u003cp\u003eDeciding When to Use a Backgrounder 105\u003c\/p\u003e \u003cp\u003ePromoting an undisputed leader 106\u003c\/p\u003e \u003cp\u003eSupporting a technical evaluation 106\u003c\/p\u003e \u003cp\u003eSupplementing a product launch 107\u003c\/p\u003e \u003cp\u003eLooking at the Pros and Cons of Backgrounders 107\u003c\/p\u003e \u003cp\u003ePro: Easy to research 107\u003c\/p\u003e \u003cp\u003ePro: Easy to write 108\u003c\/p\u003e \u003cp\u003eCon: Short-lived 109\u003c\/p\u003e \u003cp\u003eCon: Not good for generating leads 109\u003c\/p\u003e \u003cp\u003ePlanning a Backgrounder 110\u003c\/p\u003e \u003cp\u003eGathering essential information 110\u003c\/p\u003e \u003cp\u003eAllocating pages 112\u003c\/p\u003e \u003cp\u003eChoosing an effective title 116\u003c\/p\u003e \u003cp\u003eSetting a factual tone 116\u003c\/p\u003e \u003cp\u003eGoing Beyond Text in a Backgrounder 117\u003c\/p\u003e \u003cp\u003eAdding graphics 117\u003c\/p\u003e \u003cp\u003eUsing rich media 118\u003c\/p\u003e \u003cp\u003eRepurposing a Backgrounder 119\u003c\/p\u003e \u003cp\u003ePress release.119\u003c\/p\u003e \u003cp\u003eSlide deck 119\u003c\/p\u003e \u003cp\u003eDemo120\u003c\/p\u003e \u003cp\u003eWebinar 120\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: The Numbered List: As Fresh As Strawberry 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing the Lightest and Liveliest of All White Papers 122\u003c\/p\u003e \u003cp\u003eDefining a numbered list 122\u003c\/p\u003e \u003cp\u003eSpotting a numbered list 123\u003c\/p\u003e \u003cp\u003eFive reasons numbered lists are popular 123\u003c\/p\u003e \u003cp\u003eDeciding When to Use a Numbered List 124\u003c\/p\u003e \u003cp\u003eGetting attention with provocative views 124\u003c\/p\u003e \u003cp\u003eNurturing prospects already in the funnel 125\u003c\/p\u003e \u003cp\u003eCasting FUD on competitors 125\u003c\/p\u003e \u003cp\u003eLooking at the Pros and Cons of Numbered Lists 126\u003c\/p\u003e \u003cp\u003ePro: Easiest to write.127\u003c\/p\u003e \u003cp\u003ePro: Fastest to read127\u003c\/p\u003e \u003cp\u003ePro: Easiest to repurpose 127\u003c\/p\u003e \u003cp\u003eCon: Most superficial 128\u003c\/p\u003e \u003cp\u003eCon: Easiest to dismiss 128\u003c\/p\u003e \u003cp\u003eCon: Can be overused 128\u003c\/p\u003e \u003cp\u003ePlanning a Numbered List 129\u003c\/p\u003e \u003cp\u003eGathering essential information 129\u003c\/p\u003e \u003cp\u003eAllocating pages 132\u003c\/p\u003e \u003cp\u003eChoosing an effective title 136\u003c\/p\u003e \u003cp\u003eSetting a provocative tone 137\u003c\/p\u003e \u003cp\u003eGoing Beyond Text in a Numbered List 138\u003c\/p\u003e \u003cp\u003eAdding graphics 138\u003c\/p\u003e \u003cp\u003eUsing rich media 138\u003c\/p\u003e \u003cp\u003eRepurposing a Numbered List 139\u003c\/p\u003e \u003cp\u003eBlog post 139\u003c\/p\u003e \u003cp\u003eGuest blog 140\u003c\/p\u003e \u003cp\u003eE-newsletter article 140\u003c\/p\u003e \u003cp\u003ePlaced article 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: The Problem\/Solution: As Complex As Chocolate 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing the King of Content 143\u003c\/p\u003e \u003cp\u003eDefining a problem\/solution 144\u003c\/p\u003e \u003cp\u003eSpotting a problem\/solution.145\u003c\/p\u003e \u003cp\u003eUnderstanding why this flavor appeals to executives 145\u003c\/p\u003e \u003cp\u003eDeciding When to Use a Problem\/Solution 146\u003c\/p\u003e \u003cp\u003eGenerating leads at the top of the funnel 146\u003c\/p\u003e \u003cp\u003eEducating salespeople and channel partners 147\u003c\/p\u003e \u003cp\u003eEducating analysts, bloggers, and journalists148\u003c\/p\u003e \u003cp\u003eRedefining a market space 148\u003c\/p\u003e \u003cp\u003eBuilding mindshare149\u003c\/p\u003e \u003cp\u003eLooking at Pros and Cons of Problem\/Solutions 149\u003c\/p\u003e \u003cp\u003ePro: Generates the most leads 149\u003c\/p\u003e \u003cp\u003ePro: Lasts the longest 150\u003c\/p\u003e \u003cp\u003ePro: Makes the best investment 150\u003c\/p\u003e \u003cp\u003eCon: Hardest to create 151\u003c\/p\u003e \u003cp\u003eCon: Slowest to create 151\u003c\/p\u003e \u003cp\u003eCon: May heighten internal conflicts.152\u003c\/p\u003e \u003cp\u003ePlanning a Problem\/Solution 152\u003c\/p\u003e \u003cp\u003eGathering essential information 153\u003c\/p\u003e \u003cp\u003eAllocating pages 157\u003c\/p\u003e \u003cp\u003eChoosing an effective title 163\u003c\/p\u003e \u003cp\u003eSetting a dignified tone 164\u003c\/p\u003e \u003cp\u003eGoing Beyond Text in a Problem\/Solution 165\u003c\/p\u003e \u003cp\u003eUsing graphics in a problem\/solution 165\u003c\/p\u003e \u003cp\u003eUsing rich media 167\u003c\/p\u003e \u003cp\u003eRepurposing a Problem\/Solution 168\u003c\/p\u003e \u003cp\u003eBlog post 168\u003c\/p\u003e \u003cp\u003ePlaced article 168\u003c\/p\u003e \u003cp\u003eSlide deck 169\u003c\/p\u003e \u003cp\u003eWebinar 170\u003c\/p\u003e \u003cp\u003eConference presentation 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Mashing Up Different Flavors 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Why You Need Mash-Ups 172\u003c\/p\u003e \u003cp\u003eSupporting a product launch, plus attracting attention 172\u003c\/p\u003e \u003cp\u003eGenerating leads, plus raising your company’s profile 173\u003c\/p\u003e \u003cp\u003eCreating Tasty Mash-Up #1: Backgrounder + Numbered List 174\u003c\/p\u003e \u003cp\u003eWhen to use this mash-up 174\u003c\/p\u003e \u003cp\u003eWhat to include and what to leave out 174\u003c\/p\u003e \u003cp\u003eCreating Tasty Mash-Up #2: Problem\/Solution + Numbered List 175\u003c\/p\u003e \u003cp\u003eWhen to use this mash-up 175\u003c\/p\u003e \u003cp\u003eWhat to include and what to leave out 176\u003c\/p\u003e \u003cp\u003eAvoiding Two Messy Combinations 176\u003c\/p\u003e \u003cp\u003eMessy mash-up #1: Backgrounder + problem\/solution 176\u003c\/p\u003e \u003cp\u003eMessy mash-up #2: All three flavors in one 177\u003c\/p\u003e \u003cp\u003eFixing a Mash-Up That Doesn’t Taste Right 178\u003c\/p\u003e \u003cp\u003eHow to tell when you’ve made a mess 179\u003c\/p\u003e \u003cp\u003eSeparating the flavors 179\u003c\/p\u003e \u003cp\u003eReconfirming your purpose 180\u003c\/p\u003e \u003cp\u003eUsing the ingredients that belong180\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Special Ingredients for a White Paper 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSprinkling on the Special Ingredients 181\u003c\/p\u003e \u003cp\u003ePositioning blurb 182\u003c\/p\u003e \u003cp\u003eSynopsis-style executive summary183\u003c\/p\u003e \u003cp\u003eNumbered lists 184\u003c\/p\u003e \u003cp\u003eBuyer’s guide 185\u003c\/p\u003e \u003cp\u003eCase studies 186\u003c\/p\u003e \u003cp\u003eConclusions 186\u003c\/p\u003e \u003cp\u003eCall to action.187\u003c\/p\u003e \u003cp\u003eLeaving Out the Bitter Ingredients 187\u003c\/p\u003e \u003cp\u003eHype 188\u003c\/p\u003e \u003cp\u003eMarketing speak 189\u003c\/p\u003e \u003cp\u003eGroupthink 191\u003c\/p\u003e \u003cp\u003eVagueness 191\u003c\/p\u003e \u003cp\u003eProduct mentions 192\u003c\/p\u003e \u003cp\u003eDirect attacks on competitors192\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: From Foggy Idea to Finished Document 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: A Proven Process to Complete Your White Paper 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBenefitting from a White Paper Process 197\u003c\/p\u003e \u003cp\u003eNot all white paper projects go smoothly 198\u003c\/p\u003e \u003cp\u003eMany companies lack a publishing process 198\u003c\/p\u003e \u003cp\u003eA process you can use for your own 199\u003c\/p\u003e \u003cp\u003eGetting an Overview of the Process 200\u003c\/p\u003e \u003cp\u003eStage 1: Planning a white paper 200\u003c\/p\u003e \u003cp\u003eStage 2: Producing a white paper 201\u003c\/p\u003e \u003cp\u003eStage 3: Promoting a white paper 201\u003c\/p\u003e \u003cp\u003eGetting an Edge with Six Success Factors 202\u003c\/p\u003e \u003cp\u003eSuccess factor #1: In-house sponsor 202\u003c\/p\u003e \u003cp\u003eSuccess factor #2: Firm deadline 202\u003c\/p\u003e \u003cp\u003eSuccess factor #3: Deep understanding of the topic 203\u003c\/p\u003e \u003cp\u003eSuccess factor #4: Cooperative SMEs and reviewers 203\u003c\/p\u003e \u003cp\u003eSuccess factor #5: Joint ownership 204\u003c\/p\u003e \u003cp\u003eSuccess factor #6: Sense of urgency 204\u003c\/p\u003e \u003cp\u003eTaming Four Maddening Pests 204\u003c\/p\u003e \u003cp\u003eThe scope-creep 205\u003c\/p\u003e \u003cp\u003eThe tug-o-warrior 205\u003c\/p\u003e \u003cp\u003eThe no-see-em reviewer 206\u003c\/p\u003e \u003cp\u003eThe dyslexic designer 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Planning an Effective White Paper 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStep 1: Assembling the Team 208\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 209\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 210\u003c\/p\u003e \u003cp\u003eHow to hire a white paper writer 211\u003c\/p\u003e \u003cp\u003eStep 2: Holding a Kickoff Conference Call 213\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 214\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 215\u003c\/p\u003e \u003cp\u003eResolving differences during the conference call215\u003c\/p\u003e \u003cp\u003eStep 3: Preparing a Plan 216\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 217\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 217\u003c\/p\u003e \u003cp\u003ePutting together a white paper plan 217\u003c\/p\u003e \u003cp\u003eStep 4: Gathering Research 218\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 219\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 219\u003c\/p\u003e \u003cp\u003eStep 5: Preparing an Executive Summary 219\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 220\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 221\u003c\/p\u003e \u003cp\u003eCrafting the executive summary 221\u003c\/p\u003e \u003cp\u003eDealing with comments on the executive summary 222\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Producing a Powerful White Paper 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLet the Writer Write! 225\u003c\/p\u003e \u003cp\u003eStep 6: Creating First-Draft Text and Graphics 226\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 227\u003c\/p\u003e \u003cp\u003eWhat the illustrator does in this step 228\u003c\/p\u003e \u003cp\u003eExpanding the executive summary 228\u003c\/p\u003e \u003cp\u003eCreating graphics without an illustrator 229\u003c\/p\u003e \u003cp\u003eReviewing graphics 230\u003c\/p\u003e \u003cp\u003eStep 7: Gathering Initial Comments 231\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 231\u003c\/p\u003e \u003cp\u003eDealing with comments on the first draft 232\u003c\/p\u003e \u003cp\u003eStep 8: Creating the Second-Draft White Paper 233\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 233\u003c\/p\u003e \u003cp\u003eWhat the illustrator does in this step 234\u003c\/p\u003e \u003cp\u003eStep 9: Gathering Final Comments 234\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 235\u003c\/p\u003e \u003cp\u003eDealing with comments on the second draft 235\u003c\/p\u003e \u003cp\u003eStep 10: Collecting and Checking Sources 236\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 237\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 238\u003c\/p\u003e \u003cp\u003eSaving source material as PDFs 238\u003c\/p\u003e \u003cp\u003eKeying sources to footnotes 240\u003c\/p\u003e \u003cp\u003eSpot-checking sources 241\u003c\/p\u003e \u003cp\u003eHandling unused sources 242\u003c\/p\u003e \u003cp\u003eStep 11: Preparing the Final Document 242\u003c\/p\u003e \u003cp\u003eWhat the illustrator does in this step 243\u003c\/p\u003e \u003cp\u003eWhat the writer does in this step 244\u003c\/p\u003e \u003cp\u003eWhat the designer does in this step 244\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 244\u003c\/p\u003e \u003cp\u003eProofing final pages 244\u003c\/p\u003e \u003cp\u003ePutting keywords in the PDF 246\u003c\/p\u003e \u003cp\u003eStep 12: Wrapping Up the Project 248\u003c\/p\u003e \u003cp\u003eWhat the client does in this step 248\u003c\/p\u003e \u003cp\u003eWhat the creatives do in this step 249\u003c\/p\u003e \u003cp\u003eMaking payments — the faster, the better 249\u003c\/p\u003e \u003cp\u003eGetting permissions 249\u003c\/p\u003e \u003cp\u003eTransferring copyrights 250\u003c\/p\u003e \u003cp\u003eDoing a postmortem 250\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Succeeding with White Papers 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Doing Research: Think Like a Lawyer 253\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Goal: Building an Open-and-Shut Case 254\u003c\/p\u003e \u003cp\u003eDigging Up Solid Sources and Extracting Relevant Points 255\u003c\/p\u003e \u003cp\u003eEvaluating sources 255\u003c\/p\u003e \u003cp\u003eFinding sources for a white paper 257\u003c\/p\u003e \u003cp\u003eUnderstanding what makes good evidence 263\u003c\/p\u003e \u003cp\u003eKeeping Track of a Mountain of Research 267\u003c\/p\u003e \u003cp\u003eWriting out index cards.267\u003c\/p\u003e \u003cp\u003eTyping and printing out a Word fi le 268\u003c\/p\u003e \u003cp\u003ePutting them together: Word plus index cards 268\u003c\/p\u003e \u003cp\u003eManaging content with Evernote 269\u003c\/p\u003e \u003cp\u003eChoosing Footnotes or Endnotes 269\u003c\/p\u003e \u003cp\u003eThe immediacy of footnotes 270\u003c\/p\u003e \u003cp\u003eThe finality of endnotes 270\u003c\/p\u003e \u003cp\u003eThe tidiness of in-text citations 271\u003c\/p\u003e \u003cp\u003eFormatting citations 271\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Write Like a Journalist 273\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReading for Fun and Profit 274\u003c\/p\u003e \u003cp\u003eReading white papers 274\u003c\/p\u003e \u003cp\u003eReading related research 275\u003c\/p\u003e \u003cp\u003eReading for inspiration276\u003c\/p\u003e \u003cp\u003eKeeping a “swipe fi le” 276\u003c\/p\u003e \u003cp\u003eWriting Winning White Papers 278\u003c\/p\u003e \u003cp\u003eGetting to the point 278\u003c\/p\u003e \u003cp\u003eHandling dialogue and sources 279\u003c\/p\u003e \u003cp\u003eCreating text enhancements 280\u003c\/p\u003e \u003cp\u003eWriting for translation 284\u003c\/p\u003e \u003cp\u003eChoosing one metaphor and sticking with it 285\u003c\/p\u003e \u003cp\u003eControlling your material 287\u003c\/p\u003e \u003cp\u003eRewriting Before You Submit 288\u003c\/p\u003e \u003cp\u003eAvoiding throat-clearing 288\u003c\/p\u003e \u003cp\u003eHaving your computer read your draft 289\u003c\/p\u003e \u003cp\u003eGetting readability statistics on your text 289\u003c\/p\u003e \u003cp\u003eChanging passive voice to active voice 291\u003c\/p\u003e \u003cp\u003eWriting with Style 293\u003c\/p\u003e \u003cp\u003eLearning from style guides 293\u003c\/p\u003e \u003cp\u003eFollowing house style 296\u003c\/p\u003e \u003cp\u003eRefining Your Writing Process 298\u003c\/p\u003e \u003cp\u003eFiguring out your best time to write299\u003c\/p\u003e \u003cp\u003eWearing the right hat at the right time 299\u003c\/p\u003e \u003cp\u003eAllowing ideas to ferment 300\u003c\/p\u003e \u003cp\u003eTricking yourself to get started 300\u003c\/p\u003e \u003cp\u003eUsing a mind map 301\u003c\/p\u003e \u003cp\u003eWriting in short bursts 301\u003c\/p\u003e \u003cp\u003eUsing positive affirmations 302\u003c\/p\u003e \u003cp\u003eChallenging the myth of writer’s block 302\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Promote Like a Madman 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRecognizing the Need for Promotion 305\u003c\/p\u003e \u003cp\u003ePromoting a white paper like a product launch 306\u003c\/p\u003e \u003cp\u003eMeasuring your results 307\u003c\/p\u003e \u003cp\u003eDigging up sales and revenue numbers 309\u003c\/p\u003e \u003cp\u003eRepeating the most effective promotions 310\u003c\/p\u003e \u003cp\u003eContinuing your promotions 312\u003c\/p\u003e \u003cp\u003eChoosing the Right Promotional Tactics for Your White Paper 312\u003c\/p\u003e \u003cp\u003eBeginning your promotion at home 314\u003c\/p\u003e \u003cp\u003eUsing cost-effective e-mail 315\u003c\/p\u003e \u003cp\u003eTalking it up through social media 316\u003c\/p\u003e \u003cp\u003eGetting it to the influencers 318\u003c\/p\u003e \u003cp\u003ePromoting it through third parties 320\u003c\/p\u003e \u003cp\u003eUsing a slide deck 321\u003c\/p\u003e \u003cp\u003eTalking about it face to face 323\u003c\/p\u003e \u003cp\u003eAdvertising, online and offline 324\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: The Part of Tens 327\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Ten White Paper Problems and How to Solve Them 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBoring, Nondescript Title 329\u003c\/p\u003e \u003cp\u003eNo Summary at the Start 330\u003c\/p\u003e \u003cp\u003eNo Conclusions at the End 330\u003c\/p\u003e \u003cp\u003eNo Call to Action 331\u003c\/p\u003e \u003cp\u003eNot the Right Length 331\u003c\/p\u003e \u003cp\u003eSales Pitch in Disguise 332\u003c\/p\u003e \u003cp\u003eNot Enough Proof to Back Up Claims 332\u003c\/p\u003e \u003cp\u003eNot Enough, or Not Good Enough, Graphics 333\u003c\/p\u003e \u003cp\u003eNo Logical Flow of Ideas 333\u003c\/p\u003e \u003cp\u003eNot Written by the Right Person 334\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Ten Tips on Designing a White Paper 335\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDesign to Enhance the Content 335\u003c\/p\u003e \u003cp\u003eConsider Your Readers’ Eyesight 336\u003c\/p\u003e \u003cp\u003eRealize That Text Isn’t a Graphic 336\u003c\/p\u003e \u003cp\u003eMake Every Page Count 337\u003c\/p\u003e \u003cp\u003eControl Page Breaks 337\u003c\/p\u003e \u003cp\u003eAvoid a Wall of Gray 338\u003c\/p\u003e \u003cp\u003eLeave Lots of White Space 339\u003c\/p\u003e \u003cp\u003eAvoid Smug Shots 339\u003c\/p\u003e \u003cp\u003eControl Hyphenation 340\u003c\/p\u003e \u003cp\u003eRefi ne a Corporate Template 340\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: More Than Ten Ways to Spice Up a White Paper Title 341\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStressing the Benefits to Readers 342\u003c\/p\u003e \u003cp\u003eUsing Active Verbs, Not Passive Labels 343\u003c\/p\u003e \u003cp\u003eIdentifying Your Target Reader 343\u003c\/p\u003e \u003cp\u003eConverting a Weak Title to a Subtitle 344\u003c\/p\u003e \u003cp\u003eWhy Not Try a Question? 344\u003c\/p\u003e \u003cp\u003eRecasting Your Paper As a Numbered Lists 344\u003c\/p\u003e \u003cp\u003eUsing “How to” Phrasing 345\u003c\/p\u003e \u003cp\u003eLeaving Out Product Names 345\u003c\/p\u003e \u003cp\u003eCutting Out Jargon and Buzzwords 346\u003c\/p\u003e \u003cp\u003eUsing Selected Keywords 346\u003c\/p\u003e \u003cp\u003eTesting Titles in Advance 347\u003c\/p\u003e \u003cp\u003eIndex 349\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eGordon Graham\u003c\/b\u003e — 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.\u003c\/p\u003e  \u003cp\u003eLearn to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003ePlan, create, and promote effective white papers\u003c\/li\u003e \u003cli\u003ePick the perfect style of white paper for your next project\u003c\/li\u003e \u003cli\u003eManage a white paper project with a 12-step process\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDiscover how to write great white papers, and use them to boost your business!\u003c\/p\u003e \u003cp\u003eWhite 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, \u003ci\u003eWhite Papers For Dummies\u003c\/i\u003e gives you practical, step-by-step advice on planning, creating, and promoting effective white papers.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGet started — find out what white papers are, who reads them, and whether your company (or client) needs one\u003c\/li\u003e \u003cli\u003ePlan a white paper, fast — pinpoint the audience, purpose, topic, key points, and call to action for your white paper\u003c\/li\u003e \u003cli\u003eMaster 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\u003c\/li\u003e \u003cli\u003eTricks of the trade — avoid common pitfalls that trap beginners creating their first white papers\u003c\/li\u003e \u003cli\u003eReach your target audience — get a crash course on ways to promote your white paper and get it discovered, read, and shared\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eOpen the book and find:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhy white papers are called \"the king of content\"\u003c\/li\u003e \u003cli\u003eThe huge opportunity for writers\u003c\/li\u003e \u003cli\u003eOutlines for the three main types of white papers\u003c\/li\u003e \u003cli\u003eMore than 40 ways to promote a white paper\u003c\/li\u003e \u003cli\u003eTips on finding powerful sources\u003c\/li\u003e \u003cli\u003eTen ways to improve a white paper title\u003c\/li\u003e \u003cli\u003eAdvice for white paper designers\u003c\/li\u003e \u003cli\u003eHow to use white papers throughout the sales process\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47990484795621,"sku":"NP9781118496923","price":26.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118496923.jpg?v=1761788013","url":"https:\/\/k12savings.com\/es\/products\/white-papers-for-dummies-isbn-9781118496923","provider":"K12savings","version":"1.0","type":"link"}