One of the reason that I became a self employed freelance writer was that I wanted to work for myself. In other words, I didn’t want a boss. It’s worked out ok. In fact, I’m a tougher boss than any of my former bosses or current clients, and I get results every time.

As writers, we provide a service for our clients, and like other service providers we say that the customer is always right, but it’s not true. (more…)

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Do you work for a company that produces white papers in-house? Is the quality a bit shy of fair?

I recently received an email from a gal named Beth about this very issue. Here’s her question:

I have been writing the bulk of the white papers, and our lead generation from them has been strong. However, I also have other responsibilities and department managers are trying to move white paper writing to ‘non-writers,’ such as product managers.

I am, at the moment, the white paper editor. Most of the white papers coming to me require more time to edit than it would have taken me to write them. Frustrating!

I would like to make the case for having our white papers written by knowledgeable writers and hire ‘real’ writers.

Do you think there is a case for using ‘real’ writers, and do you have suggestions on how to make it?

Beth, this is a great question. What follows is my response:

(more…)

Editor’s note: This is Graham Strong’s first guest post for Writing White Papers.

The reality is that there are two types of people accessing your white paper: readers and skimmers. In fact as much as we may hate it, most of them are skimmers. But rather than lament over your beautiful words going to waste, why not make it easier for skimmers to pick out the main points in your white paper?

Here are three great ways to reach that goal: (more…)

Editor’s note: This is Casey Hibbards first guest post.

In an age of buyer skepticism, customer case studies – like white papers – provide the essential credibility, education and validation that buyers need to make purchase decisions. As a growing marketing communications tool, case studies are also a major opportunity for copywriters.

But stories have to deliver results…

To produce stories that resonate with readers – and impress your organization or clients – avoid some of these common case study mistakes. (more…)

Should a freelance writer pass up a job if the client wants his or her name on the white paper?

This is the essence of a question asked recently by Len.

Here is his question: (more…)

We all know we have to set goals. In fact, many of us know that we have to set SMART goals. The acronym stands for:

• Specific
• Measurable
• Attainable
• Realistic
• Timely

This formula can also be applied to bidding for freelance work (I’ve been writing about that recently on my other blog). Here’s how. (more…)

Are you a freelancer looking to tap into the lucrative white paper writing world?

I get a lot of emails from folks who are just starting out.

Here is an email I recently received from Mike (great name you have there):

I have a question regarding how to begin writing white papers. I’ve been freelancing for several years now, and am thinking about transitioning into white paper writing. I’ve read your book and it helped a lot.

The question I have is: When you have no experience writing white papers is it acceptable to “fake it”?

What I mean, is it okay to create some mock white papers to use as samples when pitching to companies? Obviously, I’d make them aware - if they ask - that they’re simply mock-ups and not try to pass them off as the real thing.

Here’s my answer: (more…)

Blog writing is pretty casual, right? I can address you directly.

What about white papers?

I recently taught a class for MarketingProfs. Following the class, I received the following email from Jim:

I have quick question I’d love your thoughts on. It regards “point of view” when writing white papers.

Should they be written specifically to the reader that you are targeting — “By outsourcing XXX services, you benefit from….” Or, should they be written to be more general, “By outsourcing XXX services, mid-sized food manufacturers benefit from…”?

Excellent question Jim! Here’s my answer. (more…)

Back when I owned a design agency, I learned an important lesson that helps me keep readers glued to white papers.

Before I share this important tip, consider this common problem: Most people abandon a document after a few seconds.

People have a knee-jerk response to certain white papers that sends them running for the hills.

Once you lose readers, chances are they will never return.

It’s true that highly relevant content is one good way to keep a reader engaged; however, there are other powerful tactics you can employ.

What am I talking about? (more…)

“What the heck is this all about??,” I thought.

Drink some coffee, take a nap, wake up and write your heart out!

Yes, scientists have proven that you can boost your alertness (and maybe even your productivity) by taking a caffeine nap!

Brad Isaac reports: (more…)