As a relative newbie to the craft of writing white papers and social web content, I have glommed on to all the advice I can find on making the process faster and easier as well as to make the end product more readily consumed.
Renowned among my friends and co-workers as a prodigious talker, one of the attractions of writing is that your audience doesn’t have to read what you write—there’s no, metaphorically speaking, “gun to the head”. They can stop reading whenever they want.
In conversation, your audience may listen out of politeness or a sense of duty while thinking, “Geez this guy can really talk—how am I going to get out of this without a) hurting his feelings or b) losing his business, as the case may be.”
It is really an honor when someone actually reads something you write. Thus, I approach writing as less of a job and more of a privileged craft.
As many in my trade are now inclined to do, I have fallen back on mentally defaulting to a white paper format that is list based. This seems to be a pervasive tendency in our culture. But lately, I’ve become concerned about the long-term effects of this phenomenon on our trade and present these 5 Reasons to Stop Writing List Based White Papers.