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The Freelance Opportunity: Writing White Papers

By Michael Stelzner

Are white papers really only useful in the technology market? Should a writer have extensive industry knowledge to be on the A list for a project? This was the essence of a question I received.

Chris from Dayton Ohio wrote and asked:

Quick question about writing white papers. To tap into this market, does a freelance copywriter have to be intimately knowledgeable about IT/computer terminology and concepts? Or do you just have to have the ability to read and learn the info and then write about it in a clear, compelling manner?

I’m very interested in the opportunity, but I’m concerned that many white papers seem to be very technically oriented.

Great question Chris! The answer is one you will like.

A good writer can write about nearly anything. This is a line I often tell prospects when they ask, “Do you have experience writing to retirees traveling non-stop from New York to San Diego” or some other narrow focus.

I was on the phone yesterday with one of the largest health insurance companies in the nation and this very question came up. I explained that a great writer will treat every topic like it is brand new. They will dig deep, do research, ask questions and frankly get up to speed quickly.

You see, when someone has extensive industry experience, the natural next question is: “Can she write??” Writing white papers really is an art form and the first question for any business should be the ability of the writer. Then the next question is “Are you a quick study.” White paper writers are hard enough to find. Finding one with a very narrow niche is even harder.

So, Chris, do not despair. You do not need any technical knowledge to write white papers. But you do need to know how to great write white papers.
How have you overcome the “But you do not have any experience in my industry” objection?

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This entry was posted on Friday, August 25th, 2006 at 3:08 pm and is filed under Freelance Writing, Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • For me, there are only two opportunities today considered as the best in terms of profit and enjoying time & financial freedom- freelance writing & home staging. I can personally attest to that 'coz I'm a freelance writer myself and my husband is a home stager! It should have been the other way around but that's how it is with us! I get a lot of freedom writing anythng & it's true to what they say that writers consider every topic as first-time subjects. Anyway, it's great to be a freelance writer and my husband's doing great with becoming a home stager & I even write things right now regarding home staging business- talking about hitting two birds with one stone!
  • Guest
    Great topic. I was at a networking luncheon for tech companies earlier this summer, and one of the marketing directors I met asked me his variation of that classic question: "So, do you have any experience writing for healthcare EDI providers?" I replied that my technical knowledge was more general (I have SOME experience with EDI as a systems analyst, but not specifically in healthcare), but then countered with a question of my own: "How much of your marketing material is targeted to non-techie C-level decision makers?" He saw my point. I think most smart marketing/corporation communications people will see that IF it's pointed out to them.
  • Hey Guysl

    I think we are agreeing on a key point. Yes, it helps to have topical expertise for certain projects, such as highly technical, legal or medical projects that require an understanding of terms and language that are important.

    However, for many business white papers that are targeted at a high level audience—meaning they are not technical process papers, you do not need a technical background. Instead you need to be a great writer.

    To the original post, you do not need a technical IT background to tap into the white paper writing world.

    To your point Michael, convincing people they need something is a process that is separate from ones technical background. Instead it stems from your command of the English language and your understanding of persuasion techniques.

    Good discussion guys! - Mike
  • Oh, I have to go along with Bob on this one. My background as a systems admin and technical writer helps me cover a lot of ground in the tech space. My particular specialties are IT, networking, and systems tools. I've coached a lot of writers who wanted to move into this space, though, and they were only as successful as the depth of their technical -- albeit general -- backgrounds enabled them to be.

    For me, the white paper -- much like a case study -- is a mirror. If I've done my job well, the reader sees the problem with which he or she has been struggling... sees a solution to that problem... and says, "Geez, I gotta get me one of THOSE!"

    I have to get into the reader's head so I can look out through his or her eyes. To do so, I must have something more than skin-level knowledge of the subject.

    Know what I mean? -- Michael
  • Michael, your comment totally supports my point -- you ARE an expert! You can learn those new things because tech is your "space." A writer who spent his career writing about nutritional supplements would take 5 times as long as you to write these white papers, and it would be only half as good.
  • Bob - There is some truth to what you are saying. However, in my space, the tech space, nearly everything I write about is something new. This means I need to be able to ask the hard questions and be a quick study. When given the choice between an expert writer who is a quick study and a topical expert who is not an expert writer, I always will choose the writer to create the white paper. Experts often struggle connecting with readers. - Mike
  • Yes and no. In theory, any writer can write on any topic, which he can understand by questions until he understands it. But clients have limited time and patience for answering questions. This is they clients prefer to hire writers with experience or knowledge in their product or industry. The marketing manager will get complaints from busy subject matter experts if the writer wastes their time asking basic questions which he should already know.
  • That's my belief as well. It's like going to university/college. Not only do you learn a specific subject but if you pay attention enough, you also learn how to learn. This means you can build upon your education. With writing, if you know how to research and write, you should be OK. Great blog!
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