Jerry Sanscrainte asked, “Is there a list of certain words to avoid in white papers?”

Hey Jerry, great question!

Yes, there are certain words that should be avoided in white papers. However, it is not as cut-and-dried as you might think.

First, if writing to businesses, you should avoid the words “you” and “I.” Why? Because most white papers aimed at business professionals are written in the third person (unlike this how-to article).

Third-person writing helps eliminate the personal nature of a discussion. Often business white papers address problems. If you use the word “you” and the reader does not have that exact problem, you have lost that reader.

This means if you are talking to marketing pros, you should say, “Marketing experts often seek out new ways to generate leads for their clients. Lead generation specialists are helping marketing professionals expand their campaigns.”

The wrong way to say this would be, “You are often looking for new ways to generate leads for your clients. I can help you expand your lead generation campaigns.”

While the wrong way “sounds right,” it is too personal for the business white paper.

Engaging readers directly with the word “you” IS appropriate in white papers when you are writing to consumers. Consumers are used to a more informal and direct communication style.

As far as other words to avoid… David M. Scott has a great list of words to avoid in all of your communications. See his article entitled, “The Gobbledygook Manifesto.”

What are some other words to avoid in white papers?

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