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Writing White Papers: How to Capture Readers and Keep Them Engaged
Insightful tips to master white paper writing and marketing 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: * Create outlines that work * Master interviewing techniques * Focus content on your readers * Inject persuasion into your paper * Quickly find research data * Write the core parts for any white paper * Craft compelling titles * Apply proven marketing techniques 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 priceless guide.
How to provide valuable information, not just another obvious "infomercial"
By Robert Morris
- September 27, 2006
For those who are interested in understanding the potential value of white papers to business development and customer relationships, this book and Robert Bly's The White Paper Marketing Handbookare the most valuable resources on the subject that I have as yet encountered. I strongly recommend both. Opinions vary as to the origin of the genre. Both Bly and Stelzner seem to agree that white papers can be traced back at least to early in the 20th century when what was then referred to as a "white book" consisted of information published by a national government. Perhaps the most famous is the "British White Paper of 1922" (also known as the "Churchill White Paper") in which the political conflict in Palestine is discussed. Interest in the commercial potentialities of white papers has increased rapidly and substantially in recent years and my own opinion is that exploration and fulfillment of those potentialities has only begun.
In this volume, Stelzner offers his detailed... read more
Strong resource for writing white papers that engage not bore
By Meryl K. Evans "Content Maven behind meryl.net"
- January 16, 2007
Thanks to Web sites and email newsletters, white papers have become a great way to market a product or service. A visitor can get a free white paper in exchange for signing up for an email newsletter or basic information. People can't resist a free offer and white papers -- when done right -- can educate and inform.
Sure, a business wants to show how it has the solution to the problem identified in the paper. But a well-written white paper does more than market a solution. It also establishes a person or business as a thought leader, introduces a new idea or concept, and explains how something works. Too many white papers turn into infomercials and Stelzner walks the reader through the process of creating an effective white paper.
Stelzer covers everything including needs analysis, research, interviews, and other important steps in the white paper writing process beyond the actual writing. I've downloaded or received many white papers and few get my attention... read more
Good reference (but narrow) and could use editing!
By Armchair Interviews
- October 19, 2006
Writing white papers is a "necessary evil" of the technical world. While there are few publications that extol the virtues of white papers, those that provide a "how to" are scarce. Hence, it is refreshing to see a book devoted to the mechanics of writing white papers.
Stelzner covers all parts of writing white papers from the perspective of an outside writer. This includes defining the paper's scope and outline, conducting interviews, researching literature, and drafting the paper. Stelzner also provides helpful hints on style, formatting and speaking to intended readers. The chapters on crafting a title, writing the first page and using white papers as marketing tools are informative.
The book's focus is on IT. The risk is that some of the examples that relate to IT may not transfer to other industries. Examples and references to papers from non-IT industries would provide the breath that this book lacks. Research methods focus primarily on Google searches,... read more
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