The interview process in writing white papers has some interesting parallels in newspaper journalism—beginning with the all-important needs assessment. So I think it helps to go back to newspaper basics when conducting that first call.

Just the facts, M’am…

When writing for a newspaper, you learn to keep articles short and stick to the “Five W’s,” who, what, why, where, and when. Bare bones—that’s it. Editors have only just so much space in which to cram those pesky words, so journalists learn quickly to keep interview questions to the point. But that can be easier said than done, both in journalism and writing white papers.

When interviewing several people at once for a white paper needs assessment, for instance, sticking to “just the facts” can become quite a challenge—especially when the project stakeholders are excited about their “story.”

That’s why it’s really important to stick to your outline when conducting that first interview and take charge of the process.

What does “taking charge of the process” mean?
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One of the primary maxims of writing sales copy is: “Know Your Customer.” However, that particular pearl of wisdom sometimes gets ignored in white papers. Why?

We’re taught to “Talk Sideways”

When I took a speech class in college, one of the tips the instructor gave for handling stage fright was to look over the heads of my audience and avoid direct eye contact. Have you ever heard that one? Or how about visualizing your audience naked?

While these “talking sideways” tactics may help temporarily reduced sweaty palms in public speaking, they didn’t help me “connect” with my audience, which I later learned was much more important, both in public speaking and writing persuasive copy. Talking directly “to” your audience—making that eye contact—is what gets the best audience response.

Here’s a little nugget of wisdom I learned in copywriting that may help you make better connection with your readers:
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Does it ever makes sense to give away your secrets in a white paper?

This is a question that I hear a lot—and it might be one that you’re pondering. When does it make sense to share the very secrets that make you great?

This is the essence of a question I received over email from Andy Marker.

He wrote:

I feel I’m dumping all my experience and thoughts about what I have done onto a piece of paper and this is theoretically quite valuable, personally if not to others.

I can’t really see the value in writing this up and then distributing to various people who basically can just say ‘thanks’ and build a program structured off of what I have written–not needing me anymore.

With this in mind, is it wise to create a document that includes the 1st page and then the table of contents with a note that basically says –’Hire me and I’ll let you read this…’?”

Andy, here’s my answer:

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Does it ever make sense to write a white paper in the first person?

This whole social media craze has me wondering.

In the normal trails of life, we actually talk in first person. And on social media sites, like Twitter and Facebook, it makes a lot of sense to to speak in first person.

But what about with a white paper (or even a case study)?

I’d like to have an open “first person” discussion on this one. What say you?

Reading a good white paper can be like experiencing a great cappuccino. There are two basic components to each, which depend on one another for success.

Two Ingredients—What’s the Right Blend?

For cappuccino lovers, those components are the coffee and the milk (skillfully blended together by the barrista). While the coffee flavor takes center stage, it is sipped through the frothy cap of steamed milk, and getting the combination right is critical for the best experience.

Following that analogy in white papers, the essential components are education and marketing. But which should be more prominent?
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I hope you’re having a great Friday.

Just wanted to share a bunch of new social media study findings:

* 1 in 20 Americans using Twitter (Harris)

* Forrester predicts 34% annual growth for social media marketing $
through 2014

* Retailers Shift Marketing Dollars Towards Social Media (Forrester…)

* 49% of Mobile Twitter Users Aged 35 and up (Nielsen)

Also wanted to remind you that next Thur. is the last day to save $200 on your ticket to Social Media Success Summit 2009–THE premier online event for marketers and business professionals who want to master social media marketing. Go here to join the nearly 400 others who already registered.

Are you leveraging the power of white papers? Today, they are one of the top lead generation vehicles. There have been tons of recent studies confirming this.

And now, media companies are turning to white papers—and that’s a big deal for all of us…

The cover story in the April edition of Media Business Online (a B to B Magazine supplemental) is entitled “Taking The Leads.” Here’s an excerpt from the article:

Economic downturns always place renewed emphasis on lead generation.  This time around, marketers have gravitated to the Internet and its ability to deliver extremely measurable return on investment.

“They’ve taken a hard right turn toward everything that can be seen as raising their ROI,” said Chuck Richard, VP-lead analyst at Outsell.  To meet the demands of their marketing clients, b-to-b media companies have reacted by beefing up their online lead-generation programs. “It’s webinars and white papers,” said Outsell’s Richard.

The Opportunity

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Does your business rock and roll like a bad roller coaster ride? When you’re up, you’re doing great, but then business seems to dry up like the Sahara…

Watch this little video I put together on the topic:

How do you prevent your business from going through the feast to famine cycle?

BTW, Happy Easter to all my Christian friends!

I recently came across a rather sly press release indicating that April was “Write a White Paper Month.”

Considering how odd that was, it got my attention.

The fellow who crafted the release has a link to his website where you could download his “ThisIsNotAWhitePaper” report.

What grabbed me were these opening lines of his non-white paper:

…[this project] began as a simple Google search and series of keyword alerts over a week’s time. I wanted to compare the outside world’s perspectives with those of clients and colleagues, most of whom are small business owners in technology sectors or professional services.

The comparison validated what I assumed. There are no standards, no guidelines and no definition. A “white
paper” is as varied in format, approach and content as a jar of Jelly Bellys.

Do you agree that there are “no standards, no guidelines and no definition?”

I’d like to hear from you…

Recently received an email from someone needing help.  And frankly, these “types” of messages are not all that uncommon.

But this one grabbed me.  How would you respond to this?

Good day,

Thanks for your information on White Paper writing.  Please, I need your help. Am writing a white paper on Contract Growing but I don’t feel confident with what I have written so far.
Please, find attached the Contract Growing White Paper.

Kindly make/add the necessary corrections.

Thanks (name omitted)

How would you respond?