My question is.....how much to charge???? I have done a fair amount of writing in my career never freelance, though. I have been asked to write a white paper but I have no idea what to charge. I am a consultant and typically bill by the hour but I since this will be my first, I have no clue how long it will actually take. I am thinking about a flat-fee approach (which feels more comfortable) and I want to ensure that I don't short change myself. At the same time, I don't want to throw a number out there that will send the client into a tizzy! Any suggestions/advice?

When I first began freelancing, I thought that I would use my medical background to do some type of technical writing, or white papers. It just never panned out. I found clients who wanted website content, interesting articles, SEO work- not white papers.

After two years of writing content, the idea of writing white papers is still intriguing, but a little intimidating at the same time.

My question?- I guess I would like to know how to break into the field.

<abbr>Jamie's last blog post..You Can Help a Desperate Writer!</abbr>

Michael, when will you answer all the above question. It wil be really useful for us

I don't know if you're still working on this, but some tips for how to mock up some whitepaper portfolio pieces would be great. How can I write something to show a prospective client that I can write what they are looking for?

Kim - Great suggestions! - Mike

Hi Mike,

I've written a dozen or so white papers during my time as an in-house marketing/PR manager at multiple enterprise technology companies, and now as freelance B2B MarCom copywriter.

A few things that have helped me:

-I have potential clients fill out a detailed creative brief/project brief questionnaire asking about all aspects of the white paper and how it fits into their marketing and lead generation efforts. This helps greatly in getting everyone on the same page, setting expectations, and providing them an accurate cost quote (and I don't vastly underestimate the amount of time I'll really end up spending on it and screwing myself out of $$, a rookie mistake I was once guilty of)

-The most successful white papers I've written were full of content that taught readers actionable, helpful info they didn't already know, and had very little company promotional info. People read white papers to LEARN SOMETHING USEFUL, not just hear the company talk about how great they are.

-Although clients are usually great about providing background materials, I usually include one or two hours of time into my quote to do my own research on the topic if I'm not 100% up-to-date on it. Many times I've found client materials to be outdated or they don't have time to get the latest research from a trade association, industry analyst, or other credible 3rd party source that is actually more influential to the audience. Once I convinced a client to purchase an analyst report that I found because it had such compelling info to support our messaging, and they really appreciated my extra effort.

-I charge per project, an all-inclusive quote so clients know all costs up-front. I partner with graphic designers/layout freelancers so if client needs those services for the white paper, I contact partner and include their quote into my quote.

-Most clients come to me specifically wanting a white paper, but once with an established client I suggested doing one and made the case using research and case studies from MarketingSherpa.

Hope this helps!

Hi Michael:

I haven’t written white papers but on tip I’d give to new folks is NOT to underestimate the value of what you know.


I would like to know about these :

* Definition of white papers: How are they different from long, sourced feature articles?

* How, where and why clients use white papers: on websites, as hard copy collateral, both? Results clients expect from white papers?

* How lucrative is it for copywriters to create white papers? I understand you can charge premium pricing for these tools. But doesn’t intensive research–necessary to position yourself as expert– eat up a lot of the fee?

* Suggestions for positioning white papers to clients as added-value tools in an integrated marketing effort. Do you have stats on efficacy, lead generation, customer satisfaction?

* Industries and sectors that currently rely on white papers–and industries where reliance/interest is growing.

Nicole,
I am in the lucky position that I work for ISIS Papyrus an ECM (the first 3 letter acronym) company. I guess that the Whitepaper I am writing is unique in its way how it is delivered to the reader.
After sign-up they will receive Part 1, that explains the law and requirements around the E-Polis in The Netherlands. Then at the end of Part 1 they can visit their personal webpage to get Part 2. But for that they have to follow the same process as specified in the law for the E-Polis. Part 2 is actually also digitial signed and time-stamped. Again, at the end they are invited to come back again to their personal webpage to download Part 3 which contains all the material they need for their Business Case and of course some real-world examples of what ISIS Papyrus have done at other customers (marketing).

finally, they get their full Whitepaper as a whole.

P.s. we also put in the footer a text that the copy is made for as we put the readers email adress also as a watermark.

Obvious we can track and trace each individual during this process.

Of course, I am in a luxury position that our software can do all of this out of the box (personalised url and webpage, watermark, signing, etc.)

But I hope this gives some new inspiration in how you can deal with Whitepapers too (interactive this time).

Are white papers viable for a non-tech application (ie, as a sales tool for retail appliances, clothing, jewellery, china, linen, and the like)?

If so, what are the best ways to actually use/present the white paper to the retail customer (in the brick and mortar store as hard copy, as a download from the web site, some other method of delivery)?

Is there really any difference between a white paper and the age-old promotional literature (which includes additional useful information) that has always been given to potential customers?

Thought I might just put in some feedback as we're after a technical/business writer in Australia. To answer ONE of Lorraine's questions, we want to use whitepapers for lead generation - for both our website (and track who's downloading them). I asked a few writers last week for some quotes but I then had to explain to them what a whitepaper was. And we ARE actually after an experienced technical writer, with minimal jargon, (sorry Darlene), as from our point of view, it all adds to the credibility of the paper. Just thought I'd put my sixpence in.

Hi, Michael. I would love to write white papers! I've come up against the old experience boondoggle -- only experienced white paper writers need apply so how do I get the experience if no one will hire me? Writing is writing -- it's just a matter of plugging in the right information in the right format in a compelling way. It's the same with technical writing -- I have written several procedure manuals, one of which required interpretation of software screens so I feel confident in being able to interpret technical jargon and make it legible for the average lay reader. Again though -- it's "we want an experienced technical writer" yada yada that slays me every time.
An authentic writer can write anything, anytime anywhere. It's not rocket science, it's the way you put the words on paper!

Awesome questions everyone!

Hi Mike,

I started writing in the late 60's and focused on WIIFM [whats in it for me] from the client / reader perspective. Valid and timely research is the watchword of producing good to great work product. I immerse myself in establishing what the target prospect needs/wants/should have or do. My research comes from as many perspectives as I can garner and develop. From this foundation, I develop my perspective [slant] and present it to them. Approach any and all new or existing clients with this slant in your back pocket and dazzle them with your grasp of their needs and issues, that is my thought here.

Much of my current work is in developing advocacy cases for the disability community to recieve more and better quality services from local, state and federal agencies and the funding to make it happen from the legislative and executive bodies. Hope this is helpful as it has worked for me and the smiling faces that I have helped!

Owen

Hi Michael, I write press releases, ghost written bylined articles, case studies, and the occasional collateral piece, but have yet to tackle my first white paper. Reading your blog is very helpful, and I'm considering pitching a white paper project.

My main concerns are the length, and the amount of research/expertise needed.

I'm in the high tech field, and although I have a good knowledge about technical topics, I don't know the best way to get enough expertise for the white paper level. Interviews? But, if I'm only interviewing the company's experts is this too one-sided? Already published sources? Analysts?

Also, do you generally charge per project, by length of the paper (i.e. word count), by time it took you? General guidelines?

Thanks!

Hi Michael,
I read, studied, reviewed and tried to improve Whitepapers and even take you email tips / course. But now I am in progress of writing my first Whitepaper. I am happy with the first two parts but i struggle now a bit with how commercial i can / should make it. Part 1 explains the topic, Part 2 explains and shows the solution, Part 3 should contain a first setup for a business case and more examples to inspire the reader (making the business case even stronger).

So the Question, How Commercial can a Whitepaper be in terms of references, solution descriptions, etc.

Hi Michael:

I haven't written white papers because my clients haven't asked for them. Yet.

I stay busy with web content, direct mail and collateral--but I've long thought white papers would strengthen my copywriting tool kit.

It would be helpful to know:

* Definition of white papers: How are they different from long, sourced feature articles?

* How, where and why clients use white papers: on websites, as hard copy collateral, both? Results clients expect from white papers?

* How lucrative is it for copywriters to create white papers? I understand you can charge premium pricing for these tools. But doesn't intensive research--necessary to position yourself as expert-- eat up a lot of the fee?

* Suggestions for positioning white papers to clients as added-value tools in an integrated marketing effort. Do you have stats on efficacy, lead generation, customer satisfaction?

* Industries and sectors that currently rely on white papers--and industries where reliance/interest is growing.

Your book has long been on my "must-read" list, so it wouldn't take much to persuade me to at least buy the book:)

I'm not writing white papers per se, but on tip I'd give to new folks is NOT to underestimate the value of what you know.

On a scale of 1 to 10, even if you feel like you're a 5 in a sea of 10s, don't feel intimidated by the 10s. There are plenty of people in the 0-4 range who need to know the info you have to share.

Dive in, don't look back, and enjoy your results (instead of putting it off 'till you're 'more established').

My 2 cents -

Dave