“Need a White Paper By Friday” Dilemma
By Michael Stelzner
I was working away today when the call came in…
“This guy is Michael Stelzner…” muffled the caller.
“Hello,” I said.
“Hi, my name is Jill and we need a white paper by Friday,” declared Jill.
“Can’t do it,” was my response, “You’re in a world of hurt.”
“Yes we know,” said Jill.
I sensed the urgency in Jill’s voice, but the task ahead of her was beyond my control.
This really happens more frequently than I care to admit—and not just to me.
For some crazy reason people think creating a white paper is a really simple task.
I was speaking at a local software group early in the week and a guy raised his hand and said he needed a white paper written by tomorrow, and hadn’t started yet!
Do these stories sound familiar to you?
Why do you think so many people procrastinate on writing white papers?
Let’s hear your story.
(5 votes, average: 4.2 out of 5)
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July 18th, 2007 at 9:38 am
Hi Michael:
I am in a situation like this right now, but in my case it’s because my manager (who is famous for his daily knee-jerk reactions) is reacting to a request from a potential customer. They requested it, therefore I must drop everything and produce it in a matter of days. Thankfully I’ve already given the content of this white paper some consideration, and I’ve been following your wonderful blog for ideas over the past few months.
Kelly
July 18th, 2007 at 10:20 am
Hi Kelly;
I feel your pain
I told the gal that called me to check out the eversion of my book (click book in nav at top).
You might find it helpful as well.
Mike
July 18th, 2007 at 1:13 pm
I think “Jill” must have called me as well with the same dilemma. I told her it could be done, but for a price that would be in the five figures.
That must have been when she decided to find another resource.
Jonathan
July 18th, 2007 at 10:10 pm
Jonathan - Would those figures have been Strawberry Shortcake dolls by chance?? I think my kids have more than 5! - Mike
July 19th, 2007 at 5:10 am
Either dolls or dollars, it’s all a fantasy to think a quality white paper can be done within a week.
Jonathan
July 19th, 2007 at 5:56 am
Cheers to that! Give me another round!
July 19th, 2007 at 6:19 am
May I do my “writers get no respect” whine? It’s not just white papers—some people simply believe that all good writing is effortless and fast and that somehow writers just know everything they need to know without taking the time to do research. A white paper in a week? C’mon, how hard can that be? And you didn’t have anything else to do, did you?
Sometimes I think that educating clients is the hardest part of our work.
July 19th, 2007 at 7:00 am
Jacquelyn - The writer’s whine is welcome here! I fully agree. - Mike
July 19th, 2007 at 1:13 pm
I agree, that people just don’t get how long things take. Even the white paper I wrote that was only one page, took me about 2 weeks by the time I did all the background research, etc. I think this reflects a greater problem with writing and deadlines in general, and not just white papers, but other web writing, magazine and newspaper articles, etc. Editors and others who “assign,” frequently don’t get how long good, quality, writing really takes, even if they themselves used to be or are writers. The problem is even worse in an association or organization where people look to the communications person to be the magic wizard who pulls everything together in record time, without the other staff or executives understanding what’s involved. In a similar fashion, they also don’t get how long publications like magazines and newsletters take to pull together. They think it’s just a matter of turning copy in and, WHAM! instant publication! When I had my job as communications director of a national organization, I made it a point not only to let people know the deadlines, but also to share with them all that was involved in the editorial process, including: getting stuff in on time (not!), revising (1, 2, and 3 drafts!), proofreading for grammar and checking facts, organizing artwork, working with designer on layout, time for printer proofs and corrrections, shipping and mailing to members, etc. All this seemed to help open people’s eyes, and at least helped me get the copy in on time. I think this problem is also made worse by the technological transformation on the internet, and people being able to download videos, webinars, podcasts, etc. the second they want it.
July 19th, 2007 at 6:08 pm
It’s not just writers who get no respect. Any creative professional runs into the exact same issue. I’m part of an online forum of graphic designers, and the number one thing they all about complain about from clients is the expectation that beautiful, appropriate designs can be created at the push of a button.
July 20th, 2007 at 3:57 am
Just the other day a guy I know (a non-writer) told me he wrote an 8-page brochure — that day! It was due that day and he wrote it that day. My jaw dropped.
July 20th, 2007 at 5:50 am
Carrie, Cassandra and Dianna - Glad to hear I am not the only one that this happens to.
July 20th, 2007 at 7:59 am
Hi Michael,
I so much appreciate your site and your book. I have done a short spoof on a leadership white paper that can be written in a very short period of time: http://leadershipinstitute.wordpress.com/2007/07/20/the-shortest-and-most-powerful-white-paper-on-leadership-ever-written/
You will be pleased to know I did not refer to you in this project!
Seriously, keep up the fine work.
David Zinger
July 21st, 2007 at 5:29 pm
Hi Michael,
> Why do you think so many people procrastinate on writing white papers?
I believe most companies operate in “quick buck” mode, and doing business through white papers takes a bit of time and thinking. Actually it requires companies to do something new.
And it’s a lot easier to do what they have always done, but doing it harder and longer. So, instead of hiring an expert to help them with white papers, they hire 5 more minimum wage kids to do cold calling or 5 more peddlers to roam the streets and harass innocent businesspeople in the neighbourhood.
July 21st, 2007 at 5:46 pm
Great insight Tom!
November 29th, 2007 at 8:03 pm
cool article!
November 30th, 2007 at 8:30 am
thanks, good post!
January 9th, 2008 at 7:19 am
As Cassandra pointed out, it is not just white paper writers, or writers in general. It’s probably not even just creative people.
I’ve worked with many Admin types over the years, and the truth is that they are overworked in many cases, and have more backburners than front. They can’t focus on anything until a deadline hits the horizon — and for creative things like white papers, websites, brochures, etc., that horizon is too close to accomplish anything.
On the other hand, there is another related phenomenon. Almost every new client I get with a new project wants it “ASAP”. At first, I would cater to them (hey, I needed the work!). But then I realized that of course they, like everyone else in this instant-gratification world, wanted it ASAP. With a few questions about their end goals and a little education about how the creative process works, most people are happy with next week rather than tomorrow.
I hate saying no, and it seems as if in this situation the client really did need it done by Friday. I usually respond with a “no, but” and give them a realistic timeline. If they decide better late than never, it may still turn into a contract.
~Graham