"Michael Stelzner IS white papers. And this excellent how-to guide not only tells you everything you need to know to penetrate this lucrative writing niche AND produce a top-quality product, but does it with a fun, engaging voice."

Peter Bowerman, author, The Well-Fed Writer series, and The Well-Fed Self-Publisher

"Michael Stelzner is widely recognized as a top white paper writer and a guru in marketing with white papers. By reading his excellent book on the subject, you can master in a few evenings the white paper marketing principles it has taken Michael years to develop and perfect -- making this book a fantastic marketing investment."

Robert W. Bly, author, The White Paper Marketing Handbook

"As a freelance copywriter, this book is worth its weight in gold. In my opinion, it is the definitive guide to the best practices of white paper research, planning, writing and editing. I'm not sure how I ever did without it. But I'm sure glad this book is on my credenza now!"

Steve Slaunwhite, author, Secrets of Six Figure Freelancing

"Stelzner's Writing White Papers provides marketers with a clear blueprint for creating and marketing successful white papers. This book is a fantastic addition to any business marketer's reading list."

Peter Spande, director, TechRepublic.com and ITPapers.com

More praise


Your fast track to creating compelling white papers

The white paper is a crossbreed of a magazine article and a brochure. White paper guru Michael Stelzner reveals his secrets for creating compelling white papers that attract readers in droves.

The first of its kind, Writing White Papers provides more than 200 pages of critical how-to details for every step of any white paper project—from performing the needs assessment to attracting prospects with creative marketing tactics.
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Two FREE Bonuses Worth $49!

If these two bonus gifts were sold separately, they'd go for $49.00 ...but when you order the book, you can have them free!

You'll get instant access to...

  • Bonus 1: The 40-Minute "How To Show!" audio program. Michael explore's tips for writing and marketing white papers.

  • Bonus 2: Audio Class + transcript: "Fundamentals of White Paper Writing (Learn the essential foundations of white paper writing)." In this class Michael reveals the needed elements of effective white papers.

Get this book instantly AND the bonuses.

"There are only a handful of copywriters today who bill themselves as white paper specialists and Michael Stelzner is at the top of the list."
Robert W. Bly, author of The Copywriter's Handbook

Sample chapter and table of contents (PDF).

With this book, you will learn to:

  • Write white papers that stand out from the crowd
  • Generate sustaining, long-term sales with white papers
  • Write the core components for any white paper
  • Produce quality papers with practical, actionable steps
  • Write white papers that engage readers
  • Soft-sell by educating readers
  • Create outlines using proven formulas
  • Inject persuasion into your paper
  • Craft compelling titles
  • Apply proven marketing techniques

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Whether you have been tasked to write a white paper for your company, are a freelance writer wanting to grow your practice or a student seeking to master the art of writing white papers, this book will be your treasured guide.

White papers are at the forefront of an educational marketing revolution. Powerful enough to lure readers and able to persuade with unyielding strength, the well-written white paper is a super weapon in the marketing professional's arsenal.

Wearing many hats, the white paper can talk business or converse technically, and it can inform or influence. Best of all—it is highly sought-after. The white paper's underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business. This book aims to equip anyone with the tools necessary to immediately begin writing white papers that attract readers and keep them engaged.

About the author, Michael A. Stelzner: With more than 20,000 loyal readers of his WhitePaperSource Newsletter and an exhaustive list of clients, Michael Stelzner is the undisputed industry leader on the topic of white papers. He has written more than 130 white papers and performed corporate white paper-related training for big names such as Microsoft, Dow Jones, FedEx, VeriSign, HP, Monster, Qualcomm. and Motorola.
How to Purchase Writing White Papers (top)

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More praise for Writing White Papers (top)

"Because it is packed full with practical, step-by-step instructions, this book is a valuable tool for every marketer. Writing White Papers should definitely be an ongoing resource for marketers and a must-have for their book shelves!"

Heather Foster, Director, Marketing, KnowledgeStorm

"For marketers, white papers provide a forum to make persuasive arguments and build mindshare for new product solutions. Regardless of your communication objective, Michael Stelzner's new book provides a road map that every white paper producer should follow."

Barry Harrigan, Founder - Ziff Davis Web Buyer's Guide & White Paper Library

"Is it a good book? It's an excellent book. Whether you are employed or a freelancer, Stelzner's book tells you everything you need to know about writing white papers. Better still, it shows you how to write really, really good white papers."

Nick Usborne, Author, Net Words: Creating High-Impact Online Copy, FreelanceWritingSuccess.com

"What a fantastic resource! Writing White Papers offers detailed tips on every aspect of the process, including how to market the paper through syndication, pay-per-click ads, and carefully-thought- out online  lead capture forms. This is the definitive guide to intelligent lead generation using white papers."

Andrew Goodman, Author, Winning Results with Google AdWords

"Michael Stelzner's Writing White Papers is a terrific guide for everyone, including the pro, who writes and markets with white papers. The chapter on creating a compelling title by itself is worth the price of the book!"

David Meerman Scott, Author, Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

"Want to capture the attention of corporate decision makers? Dump those worthless brochures right now! Instead arm your sales force with well-written white papers that prove your firm's expertise without sounding like self-promoting puffery. As a lead generation tool, they can't be beat. Learn how to do them right with Writing White Papers!"

Jill Konrath, Author, Selling to Big Companies

"Michael Stelzner is the 'King of Whitepapers.' This is a book I recommend to all of my readers and clients!"

Lori Richardson, Sales Coach, Trainer, & Author, ScoreMoreSales.com

"If you don't know how to write a white paper, Michael Stelzner's book teaches you how. If you know how to write one, his book makes you better at it. For business writers and companies looking to establish thought leadership, it is an indispensable guide."

Mark Levy, author of Accidental Genius and co-author of How to Persuade People Who Don't Want To Be Persuaded

"A complete and in-depth guide to writing white papers, the documents that are vital to successful marketing of technology and other business products. "

Janice King, Author, Copywriting That Sells High Tech

"Writing White Papers presents a cogent argument for and coherent approach to producing white papers to generate the most elusive of critters, the qualified lead. The entire process is laid out so that even a trinket dispenser could understand. I will introduce Stelzner's books to my clients."

Mark Amtower, Amtower & Company, www.GovernmentMarketing bestpractices.com

"Michael Stelzner's book gives readers a double dose of helpful information: research to show how important white papers can be, and advice informed by his extensive experience. Students will benefit from Stelzner's step-by-step approach, and professionals will appreciate his real-world examples and wisdom."

Russell Willerton, Ph.D., Technical communication program, Boise State University

"Stelzner's book offers a compelling case for the essential place of white papers in thought leadership, decision-making and policy-setting. Writing White Papers can serve both as a sourcebook for writers in marketing, industry and government and as a textbook that adds to the repertoire of instructors and students of writing. A necessary and timely book."

James H. Collier, Virginia Tech

"This book is sure to become the standard reference in its field. Anyone seeking to develop or publish white papers should buy this book, study its approach, and follow its recommendations. You will be far ahead of the crowd."

Gordon Graham, ThatWhitePaperGuy.com

"Comprehensive in scope, flawless in execution, and filling a void in the marketplace, Writing White Papers is a must have for anyone who generates leads for themselves or their clients."

Chris Marlow, TheCopywritersCoach.com

Get this book instantly.

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