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Writing White Papers: How to Capture Readers and Keep Them Engaged


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 critical how-to details for every step of any white paper project-from performing the needs ...

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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 critical how-to details for every step of any white paper project-from performing the needs assessment to attracting prospects with creative marketing tactics.

With this book, you will learn to:

Write white papers that stand out from the crowd

Generate sustaining, long-term sales with white papers

Grab eyeballs with words

Produce quality papers with practical, actionable steps

Write white papers that engage readers

Soft-sell by educating

Create outlines using proven formulas

Master interviewing techniques

Quickly find research data

Write the core components for any white paper

Inject persuasion into your paper

Craft compelling titles

Apply proven marketing techniques

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Product Details

  • ISBN-13: 9780977716937
  • Publisher: Whitepapersource Pub
  • Publication date: 8/30/2006
  • Pages: 216
  • Sales rank: 261,818
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.87 (d)

Table of Contents

Introduction ix

Chapter 1 A Primer on White Papers 1

What Is a White Paper? 2

Why White Papers Matter 5

Why You Should Care About White Papers 6

How White Papers Are Used 8

Who Reads White Papers? 10

How Have White Papers Evolved? 11

The Emergence of White Papers as Marketing Tools 11

White Paper Standards 12

Chapter 2 The First Step: The Needs Assessment 15

Ten-Step Process to Writing White Papers 15

An Introduction to the Needs Assessment 17

Selecting the Topic 18

Identifying the Ideal Reader 19

Secondary Readers 21

Determining the Objective 22

Chapter 3 White Paper Outlines 25

Reader-Focused White Papers 25

Outline Ingredients 29

Outline Templates 33

Getting Approvals 37

Chapter 4 Interviewing 39

Why Interviewing? 39

The Art of Interviewing 41

Setting Up Interviews 43

Interviewing Large Groups of People 45

Starting and Recording the Interview 45

Keeping Expert Interviews Focused 47

Chapter 5 Researching 51

Using Google for Research 52

Other Data Sources 55

Chapter 6 Writing the First Page 59

Lessons From IKEA 60

The First Page Formula 60

What to Avoid on the First Page 63

Preparation for Writing 64

Abstracts 66

Chapter 7 The Compelling Title 69

Titles Make or Break White Papers 69

Important Title Crafting Tips 71

Testing Titles 75

Subtitles 76

What to Avoid 77

Chapter 8 Writing the Core 79

Market Drivers 80

Problem Development 84

Historical Overview 92

The Generic Solution 97

Benefits 102

The "What to Look for" List 106

Using Examples 110

The Specific Solution 112

Conclude With a Call to Action 117

About Summaries 120

Chapter 9 Writing Tips and Strategies 121

TranslatingFeatures Into Benefits 121

Writing When You Are Not the Expert 123

Using Quotes to Strengthen Your Paper 125

Writing Traps: What to Avoid 126

Overcoming Writer's Block 128

Using an Editor 129

Chapter 10 Formatting the White Paper 133

Cover Pages 134

Illustrations, Charts and Photos 135

Subheads and Extracts 136

Using White Space 137

Footers and Headers 137

Columns 138

Distribution: PDF Versus Print 138

Chapter 11 Marketing With White Papers 141

White Paper Lead Generation Challenges 142

White Paper Syndication 143

Qualifying a White Paper Syndication Vendor 144

Leads Via Website Registration 147

Driving Readership With Pay-per-Click Advertising 152

Other Marketing Ideas 155

Appendix I White Paper Quick Start Guide 157

Appendix II White Paper Samples 161

Sample 1 Versera White Paper 161

Sample 2 One Touch Global Technologies White Paper 171

Appendix III White Paper Resources 181

Index 191

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Sort by: Showing 1 Customer Reviews
  • Posted February 20, 2010

    Excellent Source for Writing White Papers

    I purchased this book to assist me in writing my first White Paper. To my amazement and satisfaction, it was a great source for research and extremely useful.

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