Comments on: Do Fictional Stories Work to Pull in Readers? ASK MIKE

By: Michael Stelzner

Michael Stelzner — Sun, 10 Jun 2007 04:34:37 +0000

Hi Ed - Thanks for stopping bye! Appreciate your comments. - Mike

By: Ed Kohler

Ed Kohler — Sat, 09 Jun 2007 22:41:17 +0000

White papers, to me, are about providing information rather than a direct sell. Stories like the one desceibed above seem to be designed to make an emotional appeal, which seems to sales-y to me.

By: Michael Stelzner

Michael Stelzner — Sat, 09 Jun 2007 16:10:45 +0000

Hi Carrie;

The concept of white papers as articles on steroids is actually not true.

I like to describe white papers as combinations of articles and brochures.

They take the informative information of articles and add the persuasive elements of white papers.

Because they are designed to help people make decisions and not read as entertainment, it is important to quickly state your case and not bore readers.

So the use of story in the opening paragraphs should be used with caution.

You do need a hook, but it is often not a story. Save those for case studies.

Mike

By: carrie

carrie — Sat, 09 Jun 2007 01:29:17 +0000

I always liked articles that start with a brief anecdote or story, as they do help engage the reader, so maybe this approach would work well for a white paper, which is an article “on steroids” as I’ve seen it explained. I’m not a white paper expert, having written only one so far, but it would stand to reason that since white papers can be lengthy and are probably a similar journalistic style, an opening paragraph that pops somehow might engage the reader better. Also, what if you are writing for writers, ie. an audience of journalists, creative writers (fiction) etc. This would certainly engage them since this is their bread and butter and would provide a “hook.” I once attended a writing class where the teacher spent half an hour reciting a narrative about being stuck in a snowstorm and a variety of events that unfolded after that. At the end, she announced that there had never been a snowstorm at all! Great dramatic license, and it made me go back and read over the beginning repeatedly!

By: Michael A. Stelzner

Michael A. Stelzner — Fri, 08 Jun 2007 21:35:35 +0000

Katie;

White papers are more formal (not necessarily technical).

Not sure I would suggest this opening story for any white paper.

It goes back to what I said about not having a captive audience.

By: Katie Cummings

Katie Cummings — Fri, 08 Jun 2007 18:13:43 +0000

I’d have to agree with that for the most part, as white papers are considered a more technical form or writing. It could be possible for a white paper on something to do with entertainment. You think?

By: Michael Stelzner

Michael Stelzner — Fri, 08 Jun 2007 16:53:55 +0000

Hi Katie;

While agree that a good story must have a broad acceptance, I do not think they work well as the opening paragraphs of a white paper.

Do you agree?

By: Katie Cummings

Katie Cummings — Fri, 08 Jun 2007 16:26:18 +0000

Hi Mike,
The thing about fictional short stories is that when writing one you have to have a universal meaning or message that every reader can relate to. The story brings your reader in, allowing them to be the character and in turn need the solution you offer, visualizing the solution you’re offering actually helping them. All that aside it can make boring sales copy pop.