I recently got a thick package from Anthropic about their copyright settlement. The creator of Claude was sued by a group of authors who won a groundbreaking settlement of $1.5 billion.

The case revealed Anthropic has used two databases of pirated books to train their LLM model, Claude. BTW those same databases were used by Meta, OpenAI, and other AI firms.

Anthropic set up this handy webpage where any author can look for their books:

https://secure.anthropiccopyrightsettlement.com/lookup

There I found my non-fiction book, White Papers For Dummies.

But that book and many others like it were done as “work for hire” so the publisher John Wiley & Sons owns the copyright.

That means the publisher will collect for this copyright infringement, not me.

At least Anthropic is paying. And this case sets a wonderful precedent for the scores of similar lawsuits underway.

I fully expect Grok, OpenAI, Meta, Microsoft, and other firms who helped themselves to any databases of pirated books will be found guilty as well.

So if you’re an author, stay on top of these cases. Always check for your books. You stand to gain several thousand dollars in payouts, which you richly deserve.

The AI companies stole your book(s) without asking permission, without giving you credit, and without making any payment. That’s wrong, and it’s illegal.

Why bother with copyright?

If you’re ever talking with someone who says copyright is no big deal, here are a few points you can make.

1. Authors spend anywhere from six months to several years working on any book.

2. Copyright laws help authors earn something from that effort.
   These laws say your creations are your property until you make a deal to transfer them to someone else.

3. Most copyright owners are not giant corporations like Disney or Sony.
   Those are a tiny fraction of all copyright owners.

4. Most copyright owners are individuals who write articles, books, plays, songs, or software.

5. Digital technology makes it quick and easy to steal books. But that doesn’t make it legal. Or ethical.

6. After you work hard on something for months or years, would you like someone else to steal it?

Of course, as a writer you don’t need any convincing. But many people from other walks of life do. So don’t be shy if the subject comes up.

Every writer has a stake in this issue, and if you’re a published author, you deserve to see some money from the AI companies that used your work.

Picture a B2B prospect opening your white paper.

They’re curious, cautious, and busy. They might read a page, maybe less.

They’re not asking, Is this brilliant? Is this well-written?

They’re asking more down-to-earth questions:

• Is this for me?

• Can I trust this writer?

• Is reading this worth my time?

If those answers aren’t clear, they quickly move on.

Turns out that’s exactly how literary agents evaluate manuscripts.

Why fast rejections happen

Mark Malatesta is a former literary agent turned author coach who just published a great article on how literary agents size up manuscripts.

I love how Malatesta’s article covers both fiction and nonfiction. And his nonfiction tips apply very much to white paper writing.

He says a literary agent might only read the title, the first few lines, or the first few pages of a manuscript before rejecting it.

The very same thing happens with B2B content: A prospect might only read the title, the first few lines, or the first few pages of a white paper before rejecting it.

But isn’t that unfair? Subjective? Nasty?

Back to your B2B prospect

Here’s a classic list of reasons why a prospect might not bother looking at your white paper:

• They don’t like the title

• They don’t like the cover

• They’re not interested in the topic

• They think it’s too long

• They think it’s too hard to read

None of this is about whether the content is any “good.” Or about how well the content is written.

It’s about how someone decides in a flash whether to read on. They’re not being nasty. They’re just protecting their time.

A simple test for your first page

Here’s a test I apply to everything I write. After reading the opening, can a target reader answer:

• Who is this for?

• What problem does this discuss?

• What promise does this make?

• Why keep reading?

If those answers are fuzzy, the opening isn’t doing its job. And you risk getting your white paper rejected quickly.

What I’m learning from writing fiction

As you may know, I’ve retired from writing white papers. Now I’m writing fiction.

I’ve given myself a year to practice writing short stories. No pressure to publish. Just lots of practice and learning, building my confidence as I go.

By mid-March, I’ve written four short stories I’m happy with. (At some point, I’ll set up another Substack where you can see those.)

What I’m discovering—over and over—is how unforgiving the opening is.

If I don’t orient the reader quickly, if I don’t signal what’s at stake, if I don’t keep the story moving forward, that piece fails. Immediately.

The reader abandons it and goes on to something else.

That discipline has been eye-opening. And yet familiar. Because it’s the same discipline white paper writers face every day: earning the reader’s precious time and attention.

A resource worth checking out

The article that sparked this reflection is worth reading in full: https://getaliteraryagent.com/writers-first-pages-chapters-literary-agents/

I’ve quoted just a small portion here.

The entire piece is a master class in how agents and readers make fast, practical decisions. And most of it applies directly to white papers.

Different audiences. Different stakes. But it’s the same question:

Have I earned the reader’s attention?

So whatever you’re writing, fiction or nonfiction, a white paper or a piece of romantasy, use your opening well. That way, you’ll win over your reader, whether they’re a B2B prospect or a literary agent.

Most writers worry about what to say in a discovery call with a new prospect.

But the real secret is what to ask.

Over the years, I’ve found six simple questions that will instantly mark you as a pro.

When you ask these, you will:

• Stand out from the crowd as a seasoned pro

• Show that you’re adaptable and easy to work with

• Reassure the prospect that you can deliver exactly what they need.

So next time you’re talking with a prospect, here are six key questions to ask.

Q1. Do you have any personas?

As you may know, a persona is an archetype that represents a segment of the client’s audience, a target reader you can write for.

A well-developed persona includes:

• Demographics—age, education, location, and work background; anything you can put a name or number to

• Psychographics—attitudes, interests, values, and challenges; sometimes called “paint points”

A persona doesn’t have to be long. For example, here’s one:

A middle-aged executive in a health insurance firm under pressure to sign up more consumers in the Midwest in the next quarter.

Even that one sentence tells you a lot.

Everyone in marketing knows they should develop personas. But it’s remarkable how few companies actually have them.

• If your prospect says they have personas, ask to see them.

• If not, say you’ll need to talk some more about their audience before you start writing.

Q2. What style guide do you use?

A style guide defines how a company handles common issues in grammar, spelling, and punctuation. There’s no right or wrong here.

The client is always right.

And any truly professional writer can vary their style to match any guide.

After all, the closer you match a client’s house style, the less time they spend cleaning up your text, so the easier you are to work with.

Here are three useful and popular style guides:

• The Elements of Style, an indispensable little book that every writer should have on their desk

• The Associated Press Stylebook, used by most American newspapers

• A Manual for Writers from the University of Chicago, which is perfect for white paper writers

Some companies develop their own style guide, anything from a page of notes to a 20-page document.

• If your prospect has a style guide, ask them for it. Study it and follow it.

• If they don’t, suggest you will stick to Chicago Style.

Q3: What are your policies on using AI?

This is the elephant in the room on any writing project these days.

I’ve found my clients are always relieved when I bring it up. Then we have a heartfelt conversation about what we’re both doing with AI.

Some clients love AI. Some are more reserved.

But the point is, you must promise to follow their policies.

If they’re cool with using AI, so are you. If they have some reservations, spell them out. Most of all, reassure them that:

• You’re not going to upload confidential background materials into ChatGPT without their permission.

• You’re certainly not going to use AI to write their paper for you, without a lot of revising, rewriting, and polishing.

Asking this question will help clear the air about something they’re likely wondering about.

And remember: AI is a tool. It’s not any replacement for your thinking or your writing skills. Clients hire your for your judgement, not your keyboard speed.

Q4. How will we measure success?

Every white paper is measured, evaluated, and analyzed every which way.

Every marketer uses certain metrics to measure success, anything from clicks to downloads to time engaged to conversions from the call-to-action.

Some marketers call these KPIs, for Key Performance Indicators. That’s just a fancy way of saying “a number we look at.”

By asking about these metrics, you show you know more than most writers, and it tells your client that you care about her success.

If downloads are significant, offer to work on the landing page to make sure it’s appealing.

If conversions are key, offer to brainstorm about the call to action to make sure it’s structured as well as it can be.

If it’s something else, ask your client what kind of content does best at that KPI.

Q5: Who’s doing the landing page?

Your client will usually say her team will do that.

If so, you can certainly offer to check and proofread the draft landing page.

After all, who will know more about the content than you?

If your client has no one to do the landing page, offer to do it for them. That won’t take long.

I’ve done those with AI in 10 minutes, with my client’s permission.

Again, this shows that you’re thinking about the whole campaign, not taking a worm’s-eye view of your project.

Q6. How will you repurpose the white paper?

You know what repurposing is: recycling a white paper in different formats to reach more prospects.

A white paper can be broken up into shorter pieces, like three or four blog posts.

A white paper can be reformatted as a slide deck and then used at a trade show or online webinar.

Or covered in the company newsletter or converted to an audio podcast.

And who better to repurpose a white paper than the writer who created it in the first place?

To find out if a prospect can use help with any of that, just ask.

Say something like, “I’m sure you agree you can get a better ROI on this white paper by repurposing it as a set of blog posts, a slide deck, or other items.

“Do you have anyone in-house to do that?”

• If they say, “No” offer your help for a reasonable fee.

• If they say, “Yes but we’re already slammed with work,” offer to help when the time comes.

• If they say, “Yes” still offer to proofread everything they come up. This keeps you in the loop, helps prevent any gaffes, and shows that you’re after more than one quick hit.

By the way, here are the answers I usually get

1. Personas? No, but we’ve been meaning to develop some.
   (You say, “Maybe I can help you get started.”)

2. Style guide? We don’t have any standard style guide.
   (You say, “Okay. I’ll use Chicago Style.”)

3. AI policies? This white paper is going to be on the web. There’s no trade secrets in there. So we don’t mind if you use AI to help put it together.
   (You say, “Okay. But I can write better than AI, so I won’t use it to write. I’ll use it more for research and to polish the argument.”)

4. Success metrics? We tend to look at the number of downloads for the paper and the number of leads it generates.
   (You say, “Okay, so you’ll need a snappy title to encourage downloads… plus a great call to action to get conversions.”)

5. Landing page? We’ll do that. But if you can check it over, that will be great!
   (You say, “I’ll be happy to do that. No charge.”)

6. Repurposing? Nobody in-house has any time to do repurposing.
   (You say, “Great! I can include some ideas about repurposing in my quote.”)

Even the biggest companies tend to answer more or less the same. That’s because even in big companies, content marketing teams are small.

And that’s why they need you to write for them.

Your questions matter more than their answers

Here’s something interesting: Their specific answers matter less than you think.

These six questions get a prospect talking about themselves, their policies, their team… and how you can help them. These get the prospect imagining what it’s like to work with you—and seeing you as the professional they want to hire.

So try asking even two or three of these questions in your next discovery call. You’ll feel the shift immediately.

An earlier version of this article was published on www.awai.com

Every December, writers ask me the same anxious question: “My client went silent… did I do something wrong?”

And every December, I give the same answer:

“No. It’s just December, being December.”

Across the Northern hemisphere, the days grow shorter and the cold winds whistle through the streets. Most people just want to snuggle under the blankets.

But despite all that, those of us who are self-employed think we have to keep pushing.

Over the years, I’ve seen this happen dozens of times.

A project starts with promise in late November:

• The kick-off call goes well

• Everyone’s enthusiastic

• There’s talk of “getting this wrapped up before the holidays”

And then, without warning… silence.

• No background materials arrive

• No SMEs are available for interviews

• No proposals are approved

• You don’t even hear a polite “we’ll be in touch”

All you have is an inbox as quiet as the night before Christmas.

We blame ourselves for whatever’s amiss

The first few times this happened to me, I worried I’d said something wrong… or missed something… or somehow disappointed the client.

But after decades of working with marketing teams, I noticed the pattern.

It wasn’t me.

It wasn’t anything I’d said or done.

It wasn’t my proposal or my draft, either.

It was simply… that time of the year. December.

In companies large and small, the people who could approve things were suddenly unavailable. They had client meetings and Christmas parties and planning for the new year.

And all that took priority over whatever brilliant white paper was stuck in the pipeline.

One year, I finally asked a long-term client why December was always so chaotic.

She laughed and said, “Gordon, everything in our department stops moving after December 10. Nobody plans it that way… it just happens.”

And she was right.

After that, I stopped taking the December silence personally.

I learned to lean into it. To use the lull for planning the next steps in my own business.

I can clean up my own office…. take some time to hang with my buddies and colleagues… maybe outline a special project I want to do in January.

Not to mention regular holiday things like putting up the Christmas tree and going to concerts and shopping for treats.

And here’s what always amazed and reassured me:

Every January, like clockwork, the emails start again.

—“Happy New Year, Gordon! Let’s resume.”
—“Sorry for the delay. Can you send your next draft?”
—“Hope you had a nice break. We’re ready to move forward now.”

The project wasn’t dead after all. It was just hibernating.

So if your client goes quiet around this time of this month, don’t assume the worst.

Don’t panic.

Don’t rewrite your draft three times in the dark.

Simply breathe, step back, and let December be December.

Because January always comes around in due course. And with it, the sound of inboxes waking up.

P.S. I’m taking some time this December to go through the piles of half-completed tips and articles I never got around to publishing so far. So watch for more posts from me, starting in January.

And meanwhile, have a very happy holiday!

Back in 2004, I interviewed a sharp, funny founder named Joel Spolsky for an online newsletter called SoftwareCEO.com.

Joel had built a boutique software shop called Fog Creek Software in New York City. Fog Creek (now Glitch) was known for two things: smart bug-tracking software (FogBUGZ) and a blog with a cult following, called Joel on Software.

And Joel did it all with a marketing budget of exactly $0.00.

No SEO. No martech. No trade shows. No sales force.

Just writing.

And yet, his blog had 30,000 subscribers and 3.8 million page views a month. A link to Fog Creek at the bottom of each post brought in hundreds of qualified leads.

It was one of the most effective marketing engines I’d ever seen. And Joel built it all with nothing but brains, honesty, and a knack for saying what everyone in his audience was thinking.

Going through my files more than 20 years later, I came across that interview. And I’m amazed by how many of Joel’s ideas still feel right on the money.

(Click on the graphic to see my original article.)

4 timeless lessons in marketing from Joel Spolsky

1. Human-to-human connection beats jargon
Joel hated the jargon of corporate marketing. His advice?

"Forget the marcom blah blah."

Joel knew that readers don’t want "seamless integration with enterprise infrastructure…" They don’t want “110% committed to your company success…”

They want helpful, honest info, with a little personality mixed in. As long as that doesn’t get in the way.

2. Your greatest marketing asset is an honest voice
Joel’s blog didn’t sound like anyone else’s. He blended technical insights with caustic wit and personal stories drawn from working at places like Microsoft.

And he took as many words as he needed to tell each story.

He was writing long posts before those became the recognized way to build “engagement.”

His voice was authentic, years before that became a catchword.

3. Build trust, not funnels
Joel didn’t collect email addresses. He didn’t push visitors into a funnel. He didn’t try to monetize every blog post.

“You get a lot more credibility with developers if there’s no marketing,” he told me.

So he freely gave away lots of value. And he built a tight link of trust with the many developers who followed him.

4. Good writing sells
Every time Joel published a blog post, downloads of FogBUGZ spiked 10X. No CTAs. No paid ads. Just a link at the bottom of every page.

And many developers who already knew him, liked him, and trusted him decided to check out his product.

And guess what?

More than 20 years later, the 2025 B2B Marketers Cheat Sheet from Netline and Marketing Profs confirms everything Joel was saying:

Content needs to be more than filler—it must educate, engage, and solve problems. Addressing real audience needs makes your content more trustworthy and impactful.

Yes, Joel was way ahead of his time. He was doing content marketing many years before that term was ever coined.

What happened next?

A few years after my article, Joel went on to co-found Stack Overflow, the self-help platform for developers.

After that, he launched Trello, an online project management platform. And he sold both for serious money. Like in the billions. He also wrote four books on software development that each found a ready audience.

It’s nice to see a guy like Joel come out on top.

What about Joel’s marketing philosophy?

That approach became known as “content marketing” and it swept across the landscape, sucking millions of dollars out of traditional radio, TV, and print advertising.

Content marketing supercharged the need for white papers.

And it’s still the force behind every B2B company that leads with content to earn trust, instead of trying to force a sale.

Me? I’ve never forgotten that interview

Writing up my interview with Joel in 2004, I realized beyond all doubt that content wasn’t fluff.

I’d been saying that myself since the 1990s.

And I’d seen first-hand how a mix of case studies, newsletters, and white papers (as shown below) could help a young upstart company beat out much larger, more established competitors.

But Joel confirmed all that for me.

Today, content is the backbone of B2B marketing.

That makes good content more important than any martech stack. No software, not even AI, can do anything without an honest voice to promote. I think too many people forget that today.

So here's to Joel. And here’s to honest writing with an authentic voice that really helps people solve their problems.

If you’re helping your clients build a business—or just trying to get your ideas out in the world—remember this:

“Forget marketing to people; just solve their problems.”
—Joel Spolsky, 2004

Here’s the original piece from 2004 I dug up in the Wayback Machine: a blast from the past for anyone who remembers Joel before Stack Overflow.

P.S. If you want to build trust like Joel did—by helping people solve real problems—your content has to speak in a clear, honest voice.

That’s where I can help.

I offer two focused services for B2B marketers and founders:
• White Paper Blueprint — Start strong with a clear plan
• White Paper Checkup — Get expert feedback to sharpen your message

P.P.S. Want more help with your white paper?
Visit my Resources page for free downloads, checklists, and tipsheets.

P.P.P.S. Did you enjoy this story? To keep them coming…

So you email an expert to ask for an interview… and you can almost see them flinching.

There’s nothing scarier to a busy executive than a bad interview.

They may well recall the last time they spoke with some junior reporter who:

• didn’t understand their field

• wasted half an hour asking obvious questions

• published something that missed the main point entirely

To any subject matter expert (SME), that’s a horror show. They don’t have the time or patience to deal with that.

Even worse, some SMEs who work behind the scenes may never have been interviewed. Ever. So they’re usually petrified.

Both types just want you to leave them alone.

That’s why I always include five magic words in my request:

“I won’t waste your time.”

That phrase usually delivers instant relief. Instant credibility. Instant permission to proceed.

Those five words signal a few key truths:

• You’ve done your homework

• You respect their expertise

• You’ll use their time wisely

Another line I often add:

“I’m not here for an exposé. I just want understand how you help your customers solve real problems.”

Cue the second sigh of relief.

Executives and SMEs want to be understood, quoted accurately, and treated like the brilliant people they are.

This Halloween, while others prepare for vampires and goblins, remember the monsters your SMEs are most afraid of:

🧟 A clueless interviewer
🪦 A wasted half-hour
👹 A story that makes them look foolish

A little empathy, plus those five magic words, can turn their terror into trust.

Try this script in your next outreach:

“I’d love 30 minutes to understand how you solve XYZ problem for your customers — and I won’t waste your time.”

Watch how fast doors open.

And before the interview, make sure to do your homework. Check the company website for basic facts. Review the expert’s LinkedIn profile. Read any relevant articles they’ve published.

Prepare your questions, and arrange them in some sort of logical order. Plan to proceed from an overview down to the details.

And don’t ask anything you can easily find somewhere else, like basic facts and dates from About the Company.

Happy interviewing — and happy Halloween. 🎃

P.S. If you found this tip helpful (and not too spooky)…

Some people today call AI their “sparring partner.” But that metaphor doesn’t work for me.

I don’t want a sparring partner. Do you?

Boxing is about the last thing I can picture myself doing.

There I am, in a dank basement that reeks of male sweat. I step into the ring with some steroid-enhanced gorilla. In the first second, my glasses go flying and I’m half-blind. After that, all I see is stars as I’m knocked into oblivion…

Kind of the way some people feel about AI, right?

So as a metaphor, “sparring partner” leaves me cold.

That’s not what you want in your B2B content. You want metaphors that resonate with as much of your audience as possible.

Here are some numbers

If you’re wondering how many people a boxing metaphor really reaches, let’s look at some numbers.

Consider this: Boxing is not even in the top 10 spectator sports in the world.

Here’s the list, based on worldwide statistics compiled by Top End Sports:

1. Soccer = 3.5 billion fans

2. Cricket = 2.5 billion

3. Basketball = 2.2 billion

4. Hockey (ice and field) = 2 billion

5. Tennis = 1 billion

6. Volleyball = 900 million

7. Table tennis = 850 million

8. Baseball = 500 million

9. Golf = 450 million

10. American football = 400 million

These numbers mean that if you say something like, “AI is like a seasoned caddy who helps you shoulder the load…” that will reach more people than anything to do with boxing.

If you’re writing for an American audience, boxing comes in at #6—behind hockey. And now there’s a professional women’s hockey league (PWHL).

So what about saying, “AI is like pulling your goalie during a penalty to give you two extra people on the ice.” More Americans will get that than anything to do with boxing.

Update November 10, 2025: Here’s another bit of proof.

Two recent films about real-life boxers—Christy with Sydney Sweeney and The Smashing Machine with The Rock—both flopped at the box office. While these boxing films were praised by some critics and at festivals, neither one found an audience.

So here’s my key point:

Don’t write metaphors for yourself. Write your metaphors to reach as many people in your audience as possible.

My AI personas

My favorite way to use AI is to create ongoing personas I can call up again and again when I need them.

I’ve developed numerous personas to help me with my life, including:

• Claire the executive assistant

• Brianna the bookkeeper

• Hank the handyman

• Percy the personal trainer

• Vicki the veterinarian

Do any of them sound like sparring partners?

I want helpful AI assistants who know a certain domain.

I challenge them when they say something goofy or they contradict what someone else told me. I ask them to give me a reality check, and I bounce ideas back and forth with them.

So I suppose I do “spar” with them. But I never think of it that way.

While we’re on the subject of AI, here’s my prompt to call up my white paper assistant.

You are Whitney the White Paper Writer, a former journalist who covered B2B and technology for a major business magazine. You are now a seasoned white paper writer familiar with my work as That White Paper Guy, including my book White Papers For Dummies which contains many best practices and recommendations for how to proceed with every step of a white paper project.

You have personally written hundreds of B2B white papers and ebooks. You know all the best practices by heart—and when to occasionally break them. You bring a sharp eye for argument, flow, voice, and structure. You are always direct and honest. You help me cut the fluff, sharpen the message, and sound like myself—only clearer. You won’t write it for me, but you’ll workshop it with me until it shines.

You have deep domain knowledge in:

[list topic areas required for the project]

I need your help to plan, research, draft, and polish a white paper for:

[name client and sector] about [describe topic briefly].

Please answer my queries concisely with no wasted words. Always ask clarifying questions if my requirements need further definition. Always prioritize accuracy over speculation. Never show me a source you have not found and double-checked on the web.

Always format footnotes in my slightly amended Chicago style like so:

Author, “Title of work”, publisher / source, date in format DD MM YYYY, page number (if any). Retrieved from URL

You’re welcome to take this prompt and use it in whole or in part for your own white paper writing assistant.

And again I ask, does Whitney sound like a sparring partner?

No, Whitney is a partner who helps me do my best work: a smart, steady presence who helps me shape effective white papers.

If you like this post, buy me a coffee: That keeps the ideas percolating.

Want more help with your white paper?
Visit my Resources page for free downloads, checklists, and tipsheets.

Canada’s national postal system is in trouble, and every Canadian knows it. Canada Post is losing money, losing customers, and losing credibility.

And right now, the Canadian Union of Postal Workers (CUPW) is on strike… again. Last November, the workers went out for a month. The fallout? Small companies driven out of business and Christmas ruined for families whose gifts didn’t arrive.

And that’s nothing new.

According to The Canadian Encyclopedia, in the 60 years since 1965, Canada Post has suffered from a slowdown, walkout, or strike once every four years.

I’d say that’s a new low in labor relations.

I’m normally sympathetic to workers and unions

For sure, management in a crown corporation like Canada Post can be petty and asinine and incompetent.

But this time, I’m inclined to agree with them. They obviously need room to change and right-size the organization.

All this was argued in a recent government announcement, using facts and arguments to build an extremely persuasive case.

Anyone white paper writer could learn a few things from studying this announcement. It’s a mini-problem/solution in just a few paragraphs.

Click the thumbnail below to see the original message.

Clear elements of persuasion

Here’s why I appreciate this message.

Joël Lightbound, Minister of Government Transformation, Public Works and Procurement starts with a clear statement of the importance of the post office.

Canada Post is a national institution, older than our country itself, that has been serving Canadians for more than 150 years. For generations, postal workers have connected communities in every corner of the country, providing an essential lifeline to hundreds of northern, Indigenous, and rural communities.

We can call this ethos, an appeal to credibility, authority, or good character. The speaker is saying that he’s one of us, he knows his history, and he respects the history of the Canadian postal service.

The announcement ends with a vision to the future:

Canadians deserve a service that is reliable, affordable, and sustainable—and today’s announcement is the first step toward securing that future.

We can call that pathos, an appeal to emotion. It’s not the grand sweeping emotion of say, Purple Rain by Prince, but it’s more than we usually get in any government announcement.

Using ethos at the start and pathos at the end are the perfect spots for these two elements. And who could disagree with either part of this announcement?

An argument built on facts and logic

The middle part of the announcement is packed with unarguable facts and figures. And it’s structured like a problem/solution: first the bad news.

Canada Post is now facing an existential crisis.

That’s punchy. When was the last time you heard that phrase in a government announcement?

Then comes the backup proof. I counted 8 dollar values, 10 dates, and 8 service-level statistics like letters or locations. Some values are instantly memorable, like “more than $5 billion in losses.”

Here’s another: Canada Post is losing $10 million every day. No private company can do that for long.

The conclusion is bold:

This situation is unsustainable. Canada Post is effectively insolvent, and repeated bailouts are not a long-term solution.

A government minister came right out and said it: Canada Post is broke, and we’re sick of bailing them out.

This announcement makes that argument in an open-and-shut case, something I urge every white paper writer to strive for.

A recommended solution

Then we’re into the solution section, which includes these new policies:

• Non-urgent letters will travel slower, by ground instead of air

• 4 million addresses will get community mailboxes, i.e. no more home delivery for anyone (with exceptions for truly house-bound individuals)

• Some rural post offices will close

• The price of stamps can go up more quickly

And the final clincher, “Canada Post must return to the government with a plan to modernize and right-size its network.”

How very sensible.

The union reaction was predictable

CUPW responded with howls of outrage and an immediate strike.

But I don’t believe the public is on their side.

For example, every few days I drive through a nearby town where the post office is right on the highway. The picketers have signs asking people to honk to show their support. But I haven’t heard a single car honk. Not one.

Ask any Canadian, and they’ll tell you the same thing.

We’re tired of mail strikes. We’re sick of being used as bargaining chips in a never-ending battle between labor and management. We don’t want to pay taxes to keep people in jobs that aren’t needed, in Canada Post or anywhere else.

Yes, there will be layoffs. Nobody enjoys that.

I’ve been laid off several times, and had contracts cancelled, as tech companies lurched their way through tough times. But that’s life.

When the demand for a service plummets, service providers eventually have to downsize. Hardly anyone sends letters any more. Canada Post and its subsidiary Purolator only deliver 1/3 of the packages sent to Canadians, down from 2/3 a few years ago.

How can the post office remain oblivious to the marketplace?

In my view, Canada Post has three options:

• Face reality and get down to a sustainable operation

• Be privatized, like the post offices in Austria, Germany, Holland, and the UK

• Die off. For instance, Denmark plans to cancel all letter deliveries by the end of 2025. Would CUPW prefer that?

A new standard for clarity

Some observers are predicting a long and miserable strike. Some people, including myself, already have things stuck in the mail. And if the strike runs into November, it will affect this Christmas as well.

The time for dithering and protesting is past.

The minister in charge has made a clear, brief, and sensible announcement that he wants to see a plan for how Canada Post plans to survive.

Good for him!

And I hope this is the start of a new trend of clear and persuasive announcements from governments in the coming years. Wouldn’t that be amazing?

Here are just a few highlights that truly touched me.

Copywriting legend Steve Slaunwhite posted this tribute:

You’re a legend, Gordon. You’ve professionalized the field of white paper writing like no one else. In fact, IMHO, you’ve raised the standards of research, credibility, and wordsmithing in white papers. Congratulations on a stellar career.

Thank you, Steve. You are a mentor and profound influence on me, and I’m so glad we met.

Kimberly R bought me 10 coffees, with this sweet note:

I have accessed your resources and samples a million times. Thank you so much for all that you have contributed to this little writing community we live in.

And Aaron Hanson pretty much said it all:

No, thank you for your unselfish sharing of hard earned skills and how-to’s, for giving the new kids on the writing block your time and attention, and most of all for being a kind, generous heart in an unkind world :-)

Enjoy this next chapter, my friend. I look forward to hearing what new joy it brings you and your loved ones!

A grateful subscriber ;-)

So what’s next for me?

In my retirement note, I mentioned doing renovations on my 125-year-old home.

I’m planning a new bathroom and a deck. This week I’m building a new workbench to replace the wonky one I inherited with this house.

Being a beginner in a new field certainly keeps me humble. I’m learning as I go, and turning to helpful buddies and Hank the Handyman (an AI persona I set up).

First step: clear out our cluttered basement. And guess what I came across in the cobwebs? Several unfinished novels boxed away.

Another big project I’m starting

I’ve spent my life writing non-fiction: journalism, tech manuals, white papers.

But now, I’ve started something new that may surprise you: a book in the cosmic horror tradition of H. P. Lovecraft. The snaky sigil above is only the beginning.

My working title is The Decision. It’s about a succession of people who come across a bundle of notebooks that open the door to their darkest fears and desires. How do they cope? How do they maintain their sanity? Or do they?

Here’s my draft cover.

So that’s where my next chapter is leading me: from white papers to cosmic horror. I’ll share more about The Decision as it takes shape, and I hope you’ll come along for the ride.

Until then, thank you again for all your encouragement. That means more than I can say.

Gordon Graham
That White Paper Guy
and aspiring fiction writer!

P.S. Looking for quick tips and special reports? Check out all the free resources for white paper writers here.

P.P.S. I’ll be posting more messages here in the weeks ahead. I already have two drafts queued up! So stay tuned and keep writing.

As copywriters, we must balance the wants and needs of a whole cast of characters: clients, customer personas, subject matter experts, reviewers…

But they sometimes disagree, and it’s up to us to sort out their differences. That’s what it takes to develop an effective white paper.

But did you realize you also have a cast of characters?

And that those characters can be at cross-purposes? That they can hold you back from doing the things you most want?

Inspired by the Buddha

The Buddha, though deeply revered throughout India, was still visited by Mara, the Demon-God. Mara would attack him with anger, doubt, fear, greed, and lust.

But instead of ignoring the demon, or trying to drive them away, the Buddha would simply say, “I see you, Mara. Come and sit down for tea.”

This is the inspiration for this unique three-week exploration that uses your writing and character-building skills to “sit down for tea” with the forces holding you back.

Tea with Your Shadow Characters will run for three consecutive Thursdays at 11:30 am to 1 pm Eastern, starting September 25 and wrapping up October 9.

The content is based on the Internal Family Systems Model as described by Dr. Richard C. Schwartz in his book No Bad Parts.

So check out this cool new course from Angie. The fee is only US$38, and that gets you a whole month to check out Centered as well. That’s a deal beyond compare!

I’m going to be there, and I hope you will join us.

More about Centered

Centered includes spaces to write to prompts and get feedback, check-ins on your writing goals, group support to submit your work, and a rich library of past workshops.

You can find sessions on how to publish personal essays, write that novel, understand what agents want, and find pleasure in your writing life.

Centered is very different from what I’ve done at That White Paper Guy, which was all practical tips and advice on business writing. Centered is for anyone interested in writing memoir or fiction, and it’s brilliant.

Angie often tells me about some fresh insight she gained from belonging.

Now it’s her turn to help you enjoy some new writing adventures, with this exciting new course offered for the first time.

Course facilitator Angie Gallop

Angie has made her way in the world with her writing for 35+ years. She was Managing Editor and partner at That White Paper Guy and the “secret weapon” who helped Gordon Graham complete hundreds of white papers.

Among her other adventures, Angie was the founder of the Thessalon writing group To the Point, which propelled many of its members to success with grants and publications.

She also co-founded Stories in the North, the little literary festival that hosted author reading and music nights, writing workshops, and open mike nights (with cash prizes!).

After a Stage IV breast cancer diagnosis in 2021, Angie is now in stable health, enjoying a new role as a lay preacher in the United Church of Canada and working with her inner critic to decide on her next creative adventure.

Course facilitator Anna Gartshore

Anna is an Internal Family Systems therapist, who came to her practice through the arts. She graduated from the full-time performance program at the Ecole Philippe Gaulier International School of Theatre inParis and London. When working with the community teaching theatre, she developed a method based on tapping into the pleasure to play. She discovered that the thawing of blocks to creative flow meant that the rising tides of unexpressed wounds needed a sacred space for healing.

Along this journey, she received a Master of Social Work from Wilfrid Laurier University and completed three years of training and supervision in Play Therapy. Earlier on, she also completed an Honours Degree in Culture Studies specializing in image, sound, and performance. Over time she has trained extensively in experiential psychotherapies such as Internal Family Systems Therapy, Mindfulness, Emotion Focused Therapy, Play Therapy, Trauma Focused Therapies and Expressive Arts Therapy modalities across the lifespan.

It’s been quiet while I took the summer off. And today I’m sending this message with some big news, a link to my latest publication, and a big thank you.

First, the big news: I’ve retired.

Not in the "feet up and gone fishing" sense. More like a gradual fadeout.

After months of planning and dreaming, I've stepped back from launching That White Paper Studio. Why? Well, I turned 70 and that got me thinking. Do I want to be on social media promoting that service every day? Nope.

Instead, I’ve refocused on the things that I really enjoy:

✔️ Sharing useful resources for B2B writers & marketers

✔️ Saying something when I have something to say, not to meet a calendar

✔️ Offering two services to help you start strong and finish with confidence

✔️ Not to mention renovating my 125-year-old home!

Second: Check out my last (?) white paper

The Linux Foundation just published the latest white paper I wrote about the mobile industry.

This was a biggie: I interviewed 24 people in 10 different countries, summed up the entire mobile industry, and recommended some best practices for developing mobile apps.

I used AI some to help save time with the research, the outlining, and to polish up a few awkward constructions.

On the research, I spent days putting together reasonable estimates for the global installed base of non-Apple, non-full Android mobile devices. My final number was that more than 2 billion devices have been sold without either major OS installed. That’s an eye-popping number, isn’t it?

To see this paper for yourself, click the cover above, or use this link:
👉 Expanding the vision for the mobile industry

This may be the last white paper I ever write... unless something equally fascinating comes along!

Finally: Thanks for being here!

If you’re new to this list, welcome. You’ll hear from me once in a while, not every week. No sales funnel. No daily grind. Just honest reflections on writing, marketing, and making meaning—on your own terms.

If you want to see all my previous newsletters, articles, and special reports, visit:
🌐 www.thatwhitepaperguy.com

There’s a ton of free resources there for you to use.

And if you’ve been around a while… thank you. I really appreciate your interest. Some of you have been subscribers for 10+ years!

That’s yet another reason why I believe white papers are still going strong—just like you!

Warmly,
Gordon Graham
That White Paper Guy

P.S. Stuck on a white paper? Stumped on a question? Drop me a note to gordon@thatwhitepaperguy.com. I’ll get back to you with my best thinking.

Read in 12 minutes. Listen in 17.5 minutes.

Quick tip: How to turn off Copilot in Word

2-minute read.

Did you notice a few weeks ago Microsoft stuck Copilot into all their Office apps?

Are you liking it much?

Me neither. I hate it when some pesky popup blocks my view of the screen.

Remember Clippy, the on-screen helper? Microsoft stuck him into all the Office apps in 1997.

Clippy used to pop up, take over a big chunk of screen, and ask inane questions optimized for first-time users.

It was retired in 2004 due to widespread scorn and dislike.

More of the same-old

Microsoft’s latest brainstorm feels the same as Clippy. I use AI often, and I tried Copilot a few times, but found it truly wanting.

The biggest problem is that Copilot promises much more than it can deliver.

The teensy textbox—that holds 2,000 characters max—suggests you can just prompt, “Write me a white paper” and get excellent results.

There’s no guidance on creating a full-fledged prompt with the AI’s role, more specifics on the task, and the format you want it to deliver.

I’m much happier paying $20 a month for ChatGPT+ and switching to it for AI. And from what I’ve seen on LinkedIn, millions of other people feel the same.

We just want to get rid of Copilot’s dead butterfly hiding our screen. Here’s how.

Me neither. I hate it when some pesky popup blocks my view of the screen.

Getting rid of Copilot in Word for Windows

1. With Word running, select File > More… and then Options.

2. Select Copilot from the menu of options.

3. In the Copilot panel, uncheck the box labeled Enable Copilot and click OK.

4. Exit from Word and reopen it.

Getting rid of Copilot in Word for Mac

1. With Word running, select Word > Preferences…

2. Click on CoPilot.

3. In the Copilot panel, uncheck the box labeled Enable Copilot.

4. Exit from Word and reopen it.

After these simple steps, the Copilot icon will be grayed out in the Home ribbon, and the ugly cursor will no longer appear.

The same approach works for Excel, Outlook, and PowerPoint.

No we can all get back to work instead of playing peek-a-boo with the Copilot cursor.

How to: In a problem/solution, share what people already tried [with examples]

3-minute read.

When you write a problem/solution (chocolate) white paper, include a section on what’s been tried in the past.

Without that, your argument has a serious gap.

Jumping too quickly from the problem to the solution can feel rushed.

That can even make your paper feel like a sales pitch: the worst thing you can do.

But when you slow down to consider what’s been tried in the past, that adds educational content to your paper.

This coverage of what’s already been tried doesn’t have to be long. You can wrap it up in a page, two pages max.

In that space, you list all the things people ever tried to solve the problem you’re talking about—and why nothing ever worked.

Tuck that section in the middle of your white paper, after the problem but before the solution.

It’s like a bridge between those two sections. But it’s only a bridge: the problem is still not solved. And that’s okay.

Three simple steps

1. Make a list of anything that anyone could possibly try to solve the problem.

2. Brainstorm the drawbacks, failings, and weaknesses of each approach.

3. Use the most serious failings to dismiss each alternative.

For example, you can claim an alternative approach is:

• Too slow, too costly, or too risky

• Too new: unknown and untested

• Too superficial: masks the symptoms without solving the real cause

• Too temporary: works for a while but the problem recurs

• Too incomplete: only solves part of the problem

And here’s one of my favourites:

You admit that, yes, this other approach solves the original problem… but it brings along unintended consequences that create brand-new problems.

Real-world example #1: ERP system add-on

This paper was about a third party add-on to ERP systems, the financial systems that run most companies that do any manufacturing.

The add-on pulled out useful data in real time that the ERP only reported once a month. That gave executives an up-to-the-minute dashboard to help tweak their operations for better results: more sales, lower costs, and higher profits.

I brainstormed with my client about all the other ways a prospect might get a similar dashboard.

And then I researched each possibility for its most likely drawbacks or problems, as shown in the table.

I had evidence for many of these fails. For example, I found statistics and a few horror stories on the many errors in home-grown spreadsheets.

The ERP vendors found it tough to argue with all that. Their sales pitch boiled down to, “Trust us! We’re the ERP vendor! Don’t believe those other guys!”

That enabled my client to sell the add-on to many companies that wanted real-time data out of their systems.

Real-world example #2: Online portal

This white paper had a strong news hook: the Obama stimulus grants that any infrastructure project could apply for.

But there were three big problems:

• Managing a mountain of files and blueprints

• Getting reports in by deadlines

• Storing files securely in case of audits

The white paper sponsor made an online portal where any construction files or blueprints could be easily stored and then shared securely with dozens of contractors and subcontractors.

So I summed up all the traditional ways construction companies keep and share documents in this table.

See how that works?

My client from Australia was able to gain a strong foothold in the USA with help from this white paper. Today it’s a going contender in the worldwide construction industry.

Conclusion

This “bridge” between the problem and the solution disposes of all the earlier ways to solve the problem.

That clears the way for you to present your new, improved solution.

When you write a chocolate white paper, always include a list of all the ways people tried to solve the problem in the past… and why none of them worked.

Click the cover to see the report

Slick or ick? Opinion from our design critique winner

2-minute read

What do you get when a government agency decides to shake things up?

Maybe something like the 2024 annual report from the UK National Security Cyber Centre.

For my latest book giveaway contest, I asked what you thought of the unusual design of this report. And I drew copywriter Rachel Lambert's name from the entries.

Her verdict? A mix of admiration and critique, delivered in what she jokingly calls a "Clint Eastwood" approach.

The Good: A bold layout

"I like the layout," Rachel notes. "The Table of Contents is clean and straightforward. The individual sections also look good.

"Using the 'coding' look is a fun idea. I'm amazed that this is from a government body in the UK—they're not usually known for their whimsical approach."

The report breaks from tradition by using a tech-savvy look to appeal to its intended audience: cybersecurity specialists.

The Bad: Challenging to read

But Rachel marks down the report for its typography.

"I don't like the font choice; it's too square and a little challenging to read," she says. "I also think the lines of text are too close together."

Typography must balance creativity with plain old readability.

If it doesn't, to paraphrase the famous essay The Crystal Goblet, it's like serving fine wine in a dirty wineglass.

Instead of shaping and enhancing the contents, the container draws undue attention to itself.

The Ugly: Colors in graphics

Rachel doesn't hold back when it comes to the visuals.

"My apologies to the designer, but the color choices on those graphics are horrendous," she declares.

Maybe they were looking for something retro? Or pastel-ish?

In any case, poor color choices can distract or annoy a reader, as these did for Rachel.

A call for more creative white papers

Rachel's mixed review touches on the future of white papers.

Even within a traditionally conservative format, there's lots of room for creativity and modern design.

"One of my goals when I write a white paper is to put it out there that white papers are not those black-and-white, text-heavy government documents that everybody thinks they are," she says.

"They're actually interesting; they're fun; they have creativity; they have pictures; they have graphics; they are useful."

As writers and designers push the boundaries, the challenge is to enhance the reader's experience, without sacrificing clarity or professionalism.

Conclusion

The annual report from the National Security Cyber Centre is an ambitious attempt to blend government gravitas with visual whimsy.

We give them full credit for creativity... with the caveat that form shouldn't overwhelm function.

Rachel encourages us to think of white papers as engaging, visually appealing documents—provided they remain accessible.

For her book prize, Rachel chose The Well-Fed Writer by Peter Bowerman, an excellent guide to building your writing career.

And guess what? The book's chapter on white papers was written by yours truly, That White Paper Guy.

February book winner: Across two cultures with Rachel Lambert

4-minute read.

When you meet Rachel Lambert, you can’t help but notice her unique accent: a lilting blend of British sophistication and Texan drawl.

But it’s not the careful mid-Atlantic accent of Katherine Hepburn.

It’s more of a free-spirited back-and-forth between two melodies, one from each world she has lived in.

“I was born here in Austin, Texas,” she says. “But my parents separated, and my mother and I went back to England when I was just a few months old.”

For the next 14 years, Rachel called the UK city of Peterborough home.

“If you look on the map of England, there’s a round bit that sticks out on the right-hand side, and it’s in that area,” she explains with a smile.

But life had more in store for Rachel. At 14, she moved back to the States, landing in Marble Falls, Texas—a small town that is worlds apart from her English upbringing.

“It was a shock to the system,” she laughs. “But since then, I’ve been back and forth a few times, so Texas and England are both home for me now.”

A journey through words

Rachel’s path to becoming a writer wasn’t straightforward.

“To be honest, I wasn’t much of a student. I didn’t enjoy school,” she admits.

But she did love reading.

“Even as a child, I was a reader. I read everything I could get my hands on,” she says. And today as an adult, “I like to find stories. I like to find links between things.”

Her appreciation of stories eventually grew into a passion for writing.

After a variety of other jobs, Rachel plunged into freelance writing two years ago.

“I’ve just done whatever appealed to me,” she says, noting that her past jobs include roles in admin, computer-aided design (CAD), engineering support, and project management.

And her varied career path has become one of her greatest assets.

“With my background, I have all this technical knowledge,” she explains. “It makes me want to use that knowledge in a writing environment.”

Today, Rachel writes all different types of copy, from blog posts to webpages.

But she has her heart set on white papers and case studies.

To that end, she signed up for both the case study and white paper certification programs from AWAI.

And she highlights that direction on her website at www.rachellambert.biz/

“I want to do more writing, less selling,” she says, “writing that’s like me talking to you about the product.”

And she sums up this aspiration in a wonderful tagline: “I write white papers to guide your customers’ decisions, and case studies that prove they made the right choice.”

“White papers are more ‘everything’ than case studies,” she says. “They’re definitely more intensive, but I enjoy them both because I like writing.”

The art of translation in a tech-driven world

While she’s not a translator herself, Rachel does much of her copywriting for companies that do corporate translation and localization.

“I started with one client in that environment, they referred me to somebody else in the same industry, and it’s kind of snowballed.”

Her experiences have given her a thoughtful perspective on the rise of AI, especially in translation.

“Don’t get me wrong—I’m an AI fan. I use it for research and outlines, and sometimes I just use it like I would use Google, to ask it a question.”

But Rachel is quick to point out the limitations of AI for translation.

“What you get out of Google Translate is literal translation, one language to another,” she explains.

That’s enough for any tourist trying to figure out a menu or pick up some groceries, she says.

But in the corporate world, dealing with product launches and global marketing campaigns, the stakes are much higher.

“When you’re pushing a product or service out to all of these different countries, you need more than a literal translation,” Rachel explains.

Any translation service provider must understand cultural norms, idiomatic expressions, and regional dialects, says Rachel.

And there are nuances that AI doesn’t grasp yet.

AI and the writing life

“I find absolutely nothing wrong with using AI,” says Rachel.

“But I have an issue when somebody puts in some very generic question like, ‘Write me a case study for such-and-such,’ and then ChatGPT spits out some generic text, you know, ‘In our ever-changing world…’ and they just copy-paste that into their project.”

For Rachel, writing should be much more nuanced than that.

“There’s so much more that humans still need to be involved with,” she says.

She cautions against over-reliance on AI without human oversight.

“The AI is not there yet,” she says. “I’m sure it will be at some point, but I think it’s going to be a long time before we’re there.”

From her transatlantic upbringing to her multifaceted career, Rachel’s experiences have shaped her into a writer who follows her curiosity, embraces change, and values the human touch in an increasingly digital world.

If you like this newsletter…

Here are three ways to support it.

Thank you to all the people who have bought me a coffee—your support means so much to me!

2. Buy my book White Papers For Dummies. It’s been called “priceless… terrific… outstanding… fantastic… excellent in every way.”

And for less than $20, it’s a steal.

3. Pass it on: Forward this newsletter to any of your writer buddies who would appreciate these useful tips and guidance.

That’s me: Gordon Graham aka That White Paper Guy

P.S. All the very best in all your writing projects!

• Shun the TIONs: Part deux

• Guest tip: Excise the IZEs!

• Mini-review: The Elements of Technical Writing

• This just in: Netline 2024 report on B2B content

• Book Giveaway Extended: I want some more bad advice!

Listen to this issue in 8.5 minutes:

https://thatwhitepaperguy.com/wp-content/uploads/2024/04/40-White-Paper-World-40-April-25-2024.mp3

Shun the TIONs: Part deux

My Quick Tip in the last issue advised writers to avoid puffed-up words ending in TION.

That prompted veteran writer Bob Bly to tell me,

“I have the same criticism about politicize, prioritize, strategize, and other IZE words.

“I even wrote about ‘the rise of ize’ in my book The Elements of Technical Writing.”

And so he did. So with Bob’s permission, I excerpted a Guest Tip from his book below.

Guest tip: Excise the IZEs

by Bob Bly, used with permission

2 minute read

The tendency to add IZE to nouns is an old story in English.

The practice has been going on for centuries.

Apologize was born before 1600, and criticize appeared in Shakespeare’s day.

Revolutionize came along before 1800; burglarize first appeared in the 1870s.

Edwin Newman, in his book A Civil Tongue, suggests that by adding IZE to certain words, people believe they are achieving a more businesslike (i.e., “professional”) tone.

Prioritize may sound more businesslike than make priorities, but it is also awkward, pretentious, and incorrect.

Some IZE words are ambiguous

Take finalized. Does this mean to complete? If you finalize my contract, are you signing it? Are you just about to sign it?

The word finalize slips into vagueness by failing to tell us precisely what has been concluded. It could be the signing of a document, the agreement to the wording, the agreement to even write a contract.

Therefore, finalizing a contract is too vague and general to pass along clear meaning.

Here are a few other IZE words to be used sparingly, if at all:

• Academize

• Customize

• Formalize

• Maximize

• Normalize

• Optimize

• Politicize

• Productize*

• Rationalize*

• Standardize

• Systematize*

• Tokenize*

• Traumatize

• Utilize

* Four more terrible IZE words added by That White Paper Guy

This guest tip was excerpted from The Elements of Technical Writing by Robert W. Bly and Gary Blake, 1993

Mini-review: The Elements of Technical Writing

2 minute read

If you write white papers about technical subjects, no matter how much experience you have, you can benefit from this book.

I did technical writing on and off for 20 years, producing dozens of thick manuals about hardware and software.

I could have used this book by Bob Bly and Gary Blake during that time.

This title covers most of the struggles people have when writing about technical subjects.

The chapter on how to write numbers alone is worth the price of admission.

As Bly notes, there are many ways to write any number, and writers should pick the best form.

That chapter lays out logical guidelines for expressing numbers, units of measure, equations, and symbols in text.

These sensible rules of thumb will help any writer pick the best way to convey these tricky items.

The book goes on to spell out advice on punctuation, grammar, abbreviations, and caps. I can’t argue with a single item I found here.

There are thicker manuals of style from big companies like IBM and Microsoft, assembled by committees and published decades after this.

But when I want to check how to handle some editorial issue, I pick Bly’s book off my shelf first. And I’ll follow his advice.

You can still get this book from Amazon like I did. It’s an oldie, but a goodie.

Skyrocketing demand for AI content will double again in 2024. Source: Netline

This just in: Netline 2024 report on B2B content

2.5 minute read

Syndication service Netline publishes detailed and thought-provoking reports on B2B content.

The company’s 2024 report just came out, based on 6.2 million registrations for B2B content in 2023.

The key finding: Demand for AI-related content is surging, up 5.5 times in 2023. And they predict this will double again in 2024 (see chart).

This confirms what I said in December: Writing about AI is the hottest market of the year for white paper writers.

And that’s not all. Netline says AI accelerates every other type of content as well.

“Expect this to hold true for the foreseeable future, as AI accelerates everything across the content marketing universe.” (page 37)

So AI will speed up production and distribution of every form of content about every topic. As if life wasn’t already moving fast enough!

Ebooks rule, once again

What’s the most popular format?

Four out of 10 (39.5%) pieces downloaded from Netline in 2023 were ebooks.

White papers scored only 6%. Every other format was below 10% as well.

According to that, ebooks are 4X to 10X more popular than any other format.

Yet the report acknowledges a point I made a year ago: The line between ebooks and white papers is very fuzzy. (page 31)

Netline sees ebooks as more introductory while white papers are more in-depth.

But you and I know we can call any piece of B2B content by any number of names:

• Ebook

• Guide

• Research report

• Special report

• White paper

So my advice from a year ago stands:

Try calling your white paper an “ebook” or a “research report” or my personal favorite, a “special report.”

You don’t have to change a word inside.

You can get your own copy of Netline’s 2024 report on B2B content here: https://netline.com/netline002n/?d=glconsumption24&k=240401nlwccr 

Book Giveaway Extended: I want some more bad advice!

I want white paper tips so rotten they really stink up the place!

And I’m extending the April Book Giveaway to get it.

You must have heard some. So please share. Tell me anything any self-styled “expert” said about white papers that you don’t agree with.

To enter, drop me an email at gordon @ thatwhitepaperguy.com by 6 PM Eastern Sunday, April 28.

Tell me the worst tip or most misguided hack or silliest advice you’ve ever heard.

I’ll enter you in the Book Giveaway. And if you win, I’ll send you your choice from my list of recommended books on white papers (and everything else).

I’ve already given away 12 books. The next one could be yours. So enter today!

That’s all for now

Please pass this newsletter along to anyone else you think would appreciate it.

See all the previous issues here:
www.thatwhitepaperguy.com/newsletters/

Listen to the audio versions here:
https://thatwhitepaperguy.com/podcasts/

To get every future issue, visit: www.thatwhitepaperguy.com/subscribe/

And good luck with all your writing projects!

Gordon Graham
That White Paper Guy

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Here are the books I highly recommend for any B2B writer or marketer.

My favorite books have given me so much:

• A quick reference as I worked

• Wise guidance on thorny issues of style or form

• A shot of inspiration when I needed it most

I keep all these titles within easy reach on my bookshelves. And I often reach for them!

Now you can peruse my “virtual bookshelf” to see all my favorites.

Where I have a longer review of a book, I put in a link to it.

You can click any cover to see more or buy it from Amazon.

Yes, I get a few pennies from Amazon from these links. I use those pennies to buy prizes for my monthly book giveaway!

Happy reading… and happy writing too!

Jump to books on these topics…

• B2B Marketing

• Content Marketing

• Creative Ideas

• Personal Effectiveness

• Plain Language

• Rhetoric

• Slide Decks

• Statistics

• Style Guides

• White Papers

• Writing in General

• Writing as a Business

Plus my own book, White Papers For Dummies

B2B Marketing

Breakthrough ideas in reaching B2B prospects

80-20 Sales & Marketing  by Perry Marshall

You’ve heard of the Pareto Principal aka the 80-20 rule, right? In essence, it says that the majority of results flow from a small minority of effort.

But did you know the 80-20 rule can be applied to any marketing campaign? Or any house list?

And the 80-20 rule is fractal, so it keeps repeating ad infinitum.

That means your best prospects are the 20% of the 20%… the 4% of all prospects who will happily pay top dollar.

Prepare to be amazed and inspired by this book. I have rarely been so excited by any business book as when I read this one.

Some entrepreneurs apply these insights to every corner of their business and have amazing results to show for it.

The Art Of War  by Sun Tzu

You’ve heard of this one. But have you ever seen it?

This book was compiled more than 2,000 years ago. And it’s still studied today, especially in Asia and by executives in tech startups.

Before I read it, I thought it was all about how to defeat any opponent with brute force. But I was surprised to find it remarkably subtle.

“The Art of War applies to competition and conflict in general, on every level from the interpersonal to the international,” says the Preface. And the ultimate aim of its advice, surprisingly, is “victory without battle.” (page viii)

Here’s a small taste:

‘If you outnumber the opponent 10 to one, then surround them; five to one, attack; two to one, divide. If you are equal, then fight if you are able. If you are fewer, then keep away if you are able.” (page 20)

The trick, of course, is to interpret that in a modern business setting. Do those numbers refer to your marketing budget? Your partners or resellers? Your social media followers?

Like all “wisdom literature,” The Art of War is rich and thought-provoking. And this little Shambala edition is my favorite, because it’s small enough to carry around in a pocket or purse, but still quite readable.

Crossing the Chasm  by Geoffrey A. Moore

The seminal work on how to avoid getting stuck in the vast chasm between early adopters and Main Street, as so many tech companies have.

One startup where I worked used this as our roadmap.

We quickly sold $20 million of B2B software and were acquired by our biggest competitor who was tired of us eating their lunch. What more can I say?

Moore has lots of advice on targeting a niche, appealing to early adopters, building a complete solution, and dominating your niche.

Only then should you expand to nearby niches.

At each stage, you likely need to reconsider your marketing to appeal to prospects with different goals.

For example, early adopters are willing to take a risk and help you finish a half-completed system, all for the chance to gain a massive advantage.

But mainstream prospects are different.

They want a complete solution, tested and approved by everyone else, involving little risk. Think government buyers.

Would you publish the same content for both audiences? Of course not.

So this book gives you a useful mental map of how “disruptive innovation”—aka true breaks with the past—actually happens in the real world.

Hint: Not everyone wants their industry to be “disrupted.” Many business people want their industry to stay more or less than same, with some incremental improvements that don’t shake things up in a radical way.

The Marketing Gurus  by Chris Murray

Quick summaries of 17 classic marketing books from Soundview Executive Summaries, including:

• Crossing the Chasm by Geoffrey Moore
• How to Drive Your Competition Crazy
by Guy Kawasaki
• Purple Cow by Seth Godin
• Relationship Marketing by Regis McKenna

Some of these are from the 1990s. If you don’t agree with them, that’s fine.

But you should at least know the thinking that went before… and some of the timeless insights these titles contain.

And if someone older mentions Moore, Kawasaki, Godin, or McKenna, you will have a clue who they’re talking about.

The Marketing Playbook by John Zagula and Richard Tong

These two worked at Microsoft back in the day and then become venture capitalists. As you can imagine, they have some sharp suggestions on going to market.

Like all my recommended titles, this advice doesn’t rely on the latest social media platform or Google update. It’s evergreen.

The book explains five clear marketing strategies:

• The Best of Both (aka hybrid)

• The Drag Race

• The High-Low

• The Platform

• The Stealth Play

This book shows how each play works, how to pick the best one for any given situation, and how to implement it effectively in the real world.

I can attest that I’ve used the Best of Both in several white papers, and it worked like dynamite. Without this book, I could never have run that play.

If you’re a marketer who plans campaigns, or a writer who recommends content strategy to your client, this book is a must.

Marketing Warfare by Al Ries and Jack Trout

An absolute classic that taught me the four types of marketing campaigns:

• Offensive
• Defensive
• Guerilla
• Flanking

You can use white papers for any type of campaign.

In most market spaces, one firm is clearly the dominant player, the king of the hill with their own castle.

You could attack them directly. But fighting your way up a mountain against a fortified castle is an offensive campaign. That’s hard and costly, with no guarantee of success.

For many smaller B2B companies with big competitors, it’s easier to do a flanking campaign. That’s where you turn your back on the incumbent, find a nearby mountain, and declare yourself king of that hill.

This works really well in tech, where you can create a new category with a cool acronym and entice customers to your mountain.

Now, if anybody else wants to fight, they have to claw their way up your mountain. And you get to wage a defensive campaign, probably the easiest.

I recommend this 20th-anniversary edition. It’s fun and easy to read. Most of the anecdotes (aka war stories) draw on B2C, but the concepts apply equally to B2B.

Content Marketing

Theory and practice, including tips on writing different formats

The Content Marketing Handbook  by Bob Bly

An excellent book that deftly sums up the best practices for a host of different types of B2B content.

This includes a whole chapter of solid advice on writing white papers.

If you do content marketing, either as a marketer or a writer, this book is worth getting.

See my full review here.

Content Rules by Ann Handley & C.C. Chapman

This book appeared in 2011, but too many marketers carry on as though they’ve never seen it.

Some ultra-sensible “rules” for content from part 1:

• Embrace being a publisher
• Speak human
• Share or solve; don’t shill
• Show, don’t just tell
• Do something unexpected

No Google update since 2011 has ever run against this advice.

Write useful information, sound like a human in a conversation with another person, and cover something few others have, and Google will reward you.

Part 2 covers the specifics of different formats, from blogs to videos.

Of course, there’s a chapter on e-books/white papers. I can’t quite agree with the distinction between the two:

• A white paper is like a man in a gray flannel suit who talks down to you

• An e-book is like a helpful colleague in the bar in a Hawaiian shirt

But I agree with the rest of that chapter, which covers the kind of thoughtful advice I’ve dispensed through this website since 2005.

Part 3 provides some case studies of companies using content wisely.

If you think this would help some manager in your company who still doesn’t “grok” content, by all means, get them a copy of this book.

Epic Content Marketing by Joe Pulizzi

The author is the founder of the Content Marketing Institute, who probably did more to put content marketing on the map than anyone else.

This book contains a lot of timeless wisdom.

If you’ve been marketing with content for years, you’re happy with the results, and your management is all on board, you probably don’t need this book.

But if you’re still getting started, unhappy with your results, or fighting upper management for resources, this book will fill in the theory and insights you just may need to achieve better results.

Stories That Sell  by Casey Hibbard

This is the only book I know that’s all about case studies, and it’s excellent.

Casey Hibbard has written more than 1,000 of these pieces, so she knows what she’s talking about. And she shares her knowledge on everything from process to content to publishing.

If you want to write B2B case studies, get this book.

See my full review here.

Getting Creative ideas

How to come up with effective ideas, by yourself or in a team

A Technique for Producing Ideas  by James Webb Young

Any type of writing or marketing demands fresh and effective ideas. So does any business.

And here’s the original source that describes a repeatable process for getting creative ideas.

Written in the 1940s by an “advertising man,” this 48-page book is a timeless classic.

The author defines an idea as, “a new combination of specific knowledge about products and people with general knowledge about life and events.” (pages 24-25)

And here’s the bare bones of his five-step process for generating ideas:

1. Research the product and the audience

2. Bring in your life experience and natural curiosity

3. Shift your attention to something else

4. Watch an idea appear

5. Refine the idea with input from others

Of course, there’s a little more to it than this, and the book adds more to the discussion. But I’ve used this approach for years, and it works!

Don’t let the small size of this book fool you. For $10, it conveys insights that can earn you millions of dollars over your career as a content or copywriter.

I recommend the 2003 edition from McGraw-Hill with the cover shown here.

<rant>The later editions on Amazon look like ripoffs from unauthorized sources. I can’t believe Amazon allows such dreck to be sold on their site.</rant>

Creativity, Inc.  by Ed Catmull

If you manage a team that lives or dies by your creative ideas, this book is for you.

It’s all about how to create a corporate culture that truly values creative expression.

Who would know anything about that? How about the co-founder and long-time president of Pixar who worked closely with Steve Jobs?

As a computer science student, Ed Catmull was driven by the goal of making a feature film entirely with computer animation.

While still a youngster, he invented texture mapping, worked with George Lucas, and met all the movers and shakers of Silicon Valley and Hollywood.

Along the way, he noticed something: Successful companies sometimes do really stupid things, or ignore a problem that eventually destroys them.

“Why does this happen?” he asked, and “How can we avoid that?”

The answers make this a bracingly honest memoir where the author isn’t afraid to admit his mistakes.

The book is well-structured and well-told with the help of seasoned journalist Amy Wallace.

Whether you’re interested in creativity for teams, a thoughtful business memoir, or the inside history of Pixar, this is a book you can savor.

Made to Stick: Why Some Ideas Survive and Others Die  by Chip Heath and Dan Heath

Why did the idea that weirdoes were poisoning Halloween candy take hold—without a shred of evidence that it ever happened?

That’s the intriguing question explored in this book by the brothers Heath. They tabulate the six key requirements of a sticky idea, with many well-researched anecdotes and insights.

Here’s the list of what makes an idea sticky:

• Simple

• Unexpected

• Concrete

• Credible

• Emotional

• Good story

Entertaining and thought-provoking throughout, this book will help any writer or marketing person struggling to come up with a Big Idea that gains traction.

I routinely run my tentative Big Ideas for white papers through their six-part list to see how they shape up. Highly recommended.

Ogilvy on Advertising  by David Ogilvy

A seminal book that’s hard to categorize. A great read full of war stories from some of the greatest ad campaigns of the 20th century. Undoubtedly an inspiration for the MadMan series.

No, he doesn’t mention SEO or the latest Google update. That’s kind of the point. He covers the timeless process of coming up with ideas that sell.

Personal Effectiveness

Classic advice on how to live a positive and effective life

The 7 Habits of Highly Effective People by Stephen Covey

Called the #1 most influential business book of the 20th century, this is a must-read.

When someone says, “Begin with the end in mind” or “Sharpen the saw” they’re quoting Covey.

Even “think win/win” is one of these habits.

All in all, this is timeless, sensible, practical, inspirational advice and insights that apply to anyone, anywhere, anytime.

Borrow it from the library if you have to, but by all means, read this book.

Here’s why this book is perfect for white paper writers.

And why it’s great for white paper marketers, too.

How to Win Friends & Influence People in the Digital Age by Dale Carnegie

The original, the one and only… now updated for the age of social media without losing any of the original wisdom.

Learn these principles, and practice them. Break this advice at your own peril.

Plain Language

Tips and arguments for writing clear and accessible documents

FREE download

The Plain English Handbook  from the SEC

If you’re a finance writer, stop whatever you’re doing and download this free, 83-page handbook.

It’s a masterful textbook on how to prepare clear information for investors.

The scope is impressive, with succinct chapters full of useful tips on writing, designing, and reviewing financial documents.

Two appendixes sum up the rules of plain English and provide intriguing Before and After examples of SEC documents that were edited and why.

Even if you’re not a finance writer, this handbook is a remarkable resource. And the price is right.

So get it today, and study it. Your clients will thank you for it.

Writing for Dollars, Writing to Please  by Joseph Kimble

The subtitle for this book explains it well: “The case for plain language in business, government, and law.”

There’s no other book quite like this.

It’s part memoir, part manifesto, part rules for writing, and part compendium of groups and resources devoted to plain language from countries around the world.

A final topper makes this book truly amazing: No less than 50 case studies on the time, money, and headaches that government agencies, law firms, and companies have saved using plain language.

The five-page section on “The Elements of Plain Language” provides solid tips for any business writer. Among the sensible prescriptions:

• Resist the urge to sound formal

• Boil down information to what your readers really need

• Use examples

• Test documents on a group of typical users

• Use between 45 and 70 characters a line

This list goes on and on, and there’s not a single piece of advice that I have any quibbles with. (That’s rare!)

Readability vs plain language

One interesting distinction that I learned from this book is the difference between “readability” and “plain language.”

Readability measures how much effort it takes to decipher a piece of text. But a  document can be highly readable without being useful.

“In applying the readability formulas, it’s important to remember all the things they don’t do. They don’t measure purpose, emphasis, organization, coherence, rhetoric, tone, design, or the other factors of effective writing.” (page 50)

Plain language accounts for the purpose, the audience, and all the other factors listed above. That makes plain language even more powerful than mere readability. Interesting.

Rhetoric

Guidance and examples of how to build a persuasive argument

Classical English Rhetoric  by Ward Farnsworth

A wonderful way to explore rhetoric through more than 1,000 examples drawn from great writers and leaders of the past, from Shakespeare to Churchill.

All examples are arranged under 18 common rhetorical devices.

A pleasure to dive into and savor the type of bon mots we seldom hear from leaders today.

See my full review here.

The Elements of Rhetoric by Ryan N.S. Topping

A neat little book modeled after The Elements of Style, with 26 rules, many examples, and tables that sum up the key insights of rhetoric through the ages.

At only 105 pages, I read it in two sittings, highlighting something on almost every page.

A great reference to add to any writer’s desk. Includes a 10-page study guide.

Words Like Loaded Pistols: Rhetoric from Aristotle to Obama  by Sam Leith

My appreciation for rhetoric really started when I heard this lively author on the radio.

His book provides an entertaining discussion of rhetoric with far more contemporary examples than Farnsworth.

If you never studied rhetoric, this is a good book to start with.

Even if you did study rhetoric years ago, this book’s modern and lively approach may help you approach the topic with a lighter heart.

Includes a glossary, figures listed by theme, notes, and index. All the better to find the exact rhetorical device you’re looking for.

The paperback edition published in 2023 includes a new Introduction and Afterword that grapple with rhetoric in the age of social media, post-truth, and the war in the Ukraine.

The author’s conclusion: Rhetoric will always be with us.

Slide Decks

Practical tips and advice on using PowerPoint 

Beyond Bullet Points by Cliff Atkinson

Brilliant advice on how to create slide decks that actually keep people awake and listening.

The author is renowned for his approach, which he has taught to organizations from the American Bar Association to Toyota.

I especially appreciate his advice on assembling a slide deck as a 3-act story.

That takes time, but it really works!

Want proof? Atkinson helped craft the presentation that persuaded a jury to award $253 million in the first trial of Vioxx in 2005.

The book is packed with level-headed, sensible, astounding advice on how to merge minimalist text, consistent graphics, and effective story-telling into something far greater than the sum of its parts.

And there are some great forms and templates available to back up the text.

If you make slides as part of your job or as a deliverable to your clients, don’t think twice. Get this book now.

Your slides will never be the same.

Presenting to Win  by Jerry Weissman

Doing a slide deck? You get 4 bullets per slide and 4 words per bullet. That’s it, that’s all.

From a former TV producer turned PowerPoint drill-master to the stars of Silicon Valley roadshows.

Follow Weissman’s advice, and your audiences will never suffer from the terrible fate of MEGO (My Eyes Glaze Over).

If I could only pick one book on Powerpoint, I would probably pick this one, simply because it’s quicker to implement than Atkinson’s.

Weissman talks about moving your audience from point A to point B, designing effective slides, and using a minimalist approach.

Even doing that much would dramatically improve most slide decks.

Statistics

Entertaining introductions to statistics, which all writers should understand

The Cartoon Guide To Statistics by Larry Gonick & Woollcott Smith

As marketing becomes more data-driven, content writers need to know more about statistics.

Heck, we need that just to avoid drowning in the tidal wave of shoddy statistics all around us.

I love Gonick’s approach, which uses a whimsical or even silly illustration for every concept in the field.

This book is a lot of fun to look at, even for “artsies” like me who never studied the subject in school!

If you want to understand statistics but any standard textbook puts you to sleep, give the cartoon approach a try.

How to Lie with Statistics  by Darrell Huff

A great little book that all marketers should read.

First published in 1954, the graphics and language are charmingly old-fashioned. But the intent is as sharp and necessary as today’s latest Tweet.

“The secret language of statistics, so appealing in a fact-minded culture, is employed to sensationalize, inflate, confuse, and oversimplify,” warns Huff.

As the blurb says, this book is “a wake-up call for people unaccustomed to examining the endless flow of numbers pouring from Wall Street, Madison Avenue, and everywhere else someone has an axe to grind, a point to prove, or a product to sell.”

Writers and marketers can benefit from taking more care with the statistics we use. So can journalists, bloggers, and influencers.

See my longer review here.

Style Guides

Guidance on preparing documents that engage readers 

A Manual for Writers of Research Papers, Theses and Dissertations  by Kate L. Turabian

I’ve always said white papers are a lot like essays. In fact, I call them “persuasive essays.”

But most of us have forgotten everything we ever learned about writing essays in college.

So why not go back to the best source on how to plan, research, organize, write, and footnote an essay?

Why not use a source that already helped generations of students do their college papers?

This title has helpful and concise sections on outlining, researching, organizing sources, building an argument, using tables and figures, and even overcoming writer’s block.

And of course, it’s my go-to source for how to format footnotes or endnotes, the hallmarks of a well-researched white paper.

This book can help any white paper writer complete a long-form writing project. In short, it belongs on the desk of every white paper writer.

Associated Press Stylebook  by AP

This style guide is used by most American newspapers and I follow it most for white papers.

This gives you a clear set of rules, arranged in alphabetical order for easy access.

As they say, you have to know what the rules are before you can break them. If your company or your client has no style guide, suggest this one.

And this stylebook is updated often to keep up with changing terms.

There are only a few things I don’t like about the AP style.

One is the long-winded abbreviations for American state names. Why write, “Los Angeles, Calif.” when you can write, “Los Angeles, CA” using the two-letter post office system?

But that’s a nit, and 99.5% of the time, I agree with AP Style.

The Elements of Style  by William Strunk Jr & E. B. White

Every writer should have a copy of this beside their keyboard, and turn to it often.

For a few dollars, this title gives you a brief but definitive guide to good, clear writing.

Every student, journalist, marketer, and certainly every content writer can benefit from its advice.

Read my love letter to this little book here.

There’s even a light-hearted illustrated version now, with charming paintings throughout.

Unexpected though it is, the colorful illustrations by Maira Kalman are remarkably well-suited to the text.

I often find myself wanting to step into those scenes.

So, you choose… do you prefer a more practical handbook or a more decorative and whimsical edition?

The Elements of Technical Writing by Gary Blake and Bob Bly

If you write white papers about technical subjects, no matter how much experience you have, you can benefit from this book.

I did technical writing on and off for 20 years, producing dozens of thick manuals about hardware and software.

I could have used this book during that time. It covers most of the struggles people have when writing about technical subjects.

The chapter on how to write numbers alone is worth the price of admission.

As Bly notes, there are many ways to write any number, and writers should pick the best form.

That chapter lays out logical guidelines for expressing numbers, units of measure, equations, and symbols in text. These sensible rules of thumb will help any writer pick the best way to convey these tricky items.

The book goes on to spell out advice on punctuation, grammar, abbreviations, and caps. I can’t argue with a single item I found here.

There are thicker manuals of style in my list, assembled by committees and published decades after this.

But when I want to check how to handle some editorial issue, I pick Bob’s book off my shelf first. And I follow his advice.

The IBM Style Guide  by IBM Press

If you write about software or hardware, you will appreciate this book.

Assembled and updated over 20+ years by the IBM Style and Word Usage Council, this book is a very technical and authoritative reference for anyone who writes about tech.

It has all the expected sections on language, grammar, punctuation, formatting, and numbers.

And there are a few surprise sections on indexes, glossaries, and writing for diverse audiences.

I enjoy flipping through books like this to see how wise people before me suggest handling different issues in writing and publishing.

Letting Go of the Words  by Janice Redish

Aimed at web writers, the advice here applies to any B2B content.

Here’s some of the choice guidance:

Know your audience, keep it simple, use good titles and clear headings, and break it up into bite-sized pieces.

Who can possibly argue with any of that?

Written by a world-renowned expert on information design with decades of experience, this book proposes something I’ve really taken to heart.

Web visitors don’t read websites the way they read a mystery by their favorite author: paying close attention to every phrase and every clue.

Web visitors skim, scan, and skip. They’re in a hurry. They want to grab and go.

This confounds anyone who writes for the screen the same way they write for the page, with long paragraphs and dense explanations.

But that just doesn’t work on the Web.

With this book, you’ll have everything you need to switch gears, let go of the words, and write web content that really works. Highly recommended.

Microsoft Manual of Style

If you’re searching for the right name to call something you see on a screen, it’s probably in here.

Along with many other tips that apply to any sort of technical content.

The front part provides useful reminders about voice, precision, anthropomorphism, bias, and writing for a worldwide audience.

Then there are the expected chapters on punctuation and grammar.

The final part of the book is my favorite: 185 pages of terms and usage, arranged alphabetically for quick reference.

If you write about tech, you should get this style guide.

The Yahoo! Style Guide

This 512-page sourcebook is packed with useful tips and best practices.

Some of that bulk is because it’s easier on the eyes, with bigger type and more headings than many other style guides.

Here are my thoughts on how this applies to white paper writers.

White Papers

How to write the longest of long-form content pieces

Crafting White Paper 2.0  by Jonathan Kantor

B2B white papers readers are stressed, distracted, and pressured for time. Don’t make their lives worse!

If your white papers still look like something you pumped out of MS Word, it’s time for an upgrade.

This book looks at how white papers can be improved by more thoughtful use of design and content.

The White Paper Marketing Handbook  by Bob Bly

This title is about much more than white papers.

This covers the whole beginning of what it calls “edu-marketing” now known as “content marketing.”

Include 10 case studies and a list of resources.

Here’s my review, including Bly’s excellent list of ways to prove the assertions in a white paper.

White Papers for Dummies  by Gordon Graham, That White Paper Guy

Have you heard of this one?

It’s packed with 15 years’ worth of tips and advice on how to plan, research, write, and promote a white paper.

And it covers the three ice cream flavors in depth.

I wrote this 10 years ago, and I recently reviewed it. I found the advice is evergreen.

Click here to see more about the book itself.

Or here to see what people say about it.

Write a White Paper in a Day  by Brian Boys

How is this possible? After all, I say it takes 6 to 8 weeks to do a white paper.

Hint: The one day is for writing only, not researching in advance or polishing your draft after.

Still, this book provides a simple white paper template and enough background to help any hesitant writer get started.

Think of this as your “quickstart guide.” It works!

Writing White Papers  by Michael Stelzner

The first-ever book on white papers takes a practical approach with lots of proven techniques.

Although it’s more than 15 years old, it still has lots of good advice and best practices.

You can still get it used from Amazon.

Here’s my review from when this first appeared.

Writing in General

Finding the right words, and mastering the writing process

As One Mad With Wine And Other Similes by Elyse Sommer and Mike Sommer

This is far more than a thesaurus or a web search for synonyms.

This book features more than 8,000 similes, arranged by topic from “abandonment” to “zeal.” When you read it, you’ll be smiling “like a child on their birthday” with your imagination “soaring like a geyser.”

You can’t always get away with writing this colorful in a white paper or any other B2B content.

But this book could help you come up with a Big Idea “as good as a fat wallet.”

And you just might be able to use one zinger you find here in a white paper to insult the competition, describe a product feature, or nail down your conclusion.

On Writing Well  by William Zinsser

Could a million readers over nearly 50 years be wrong?

This book is an acknowledged classic that attracted almost universal acclaim since it appeared in 1976.

And unlike many other books on writing, this one focuses squarely on writing non-fiction.

Divided into parts on principles, methods, forms and attitudes, this offers thought-provoking and sometimes challenging advice on how to write engaging text… and that’s exactly what we need to do as B2B content writers.

On Writing  by Stephen King

So he’s a novelist and a screenwriter, not a B2B content writer. So what? Who hasn’t read a book by King or seen a movie based on a book by him?

Here are his words of advice and encouragement, with stories from his life woven into the lessons he shares.

Prepare to be entertained by a master—and to pick up some tips you can actually apply in your B2B writing.

Phrases That Sell  by Edward Werz

This book packs a double-whammy: both an intro to copywriting and an alphabetical listing of handy phrases.

It starts with the 10 basic rules of copywriting and the seven steps to writing slogans.

Readers are advised to know your audience, understand your product or service, stress the benefits, use the active voice, use short words and short sentences, and tell your readers what to do…

Gee, where have you heard that kind of advice before? (Hint: On this website.)

Then it moves on to 5,000+ useful phrases from “age” to “versatile.” There’s an index of concepts to help you find what you need.

Check out the next book too. I find this title goes hand-in-hand with Words that Sell, only this book gives longer phrases.

Words that Sell by Richard Bayan

A specialized thesaurus of 6,000 words and phrases you can drop into your writing.

You can actually flip through this book and pull out the perfect little gem for a piece of copy or content.

The book is organized around the so-called “grabbers, descriptions, and clinchers” aka openers, qualifiers from “appealing” to “valuable,” and closers.

There’s a section on special strategies, including knocking the competition and justifying a high price.

And a handy appendix lists many phrases that are “puffspeak” or wordy, misspelled, or confused. All in all, it’s a fun, useful reference.

And it goes hand-in-hand with Phrases that Sell. You may not find the perfect word, but flipping through this will certainly start the creative juices flowing.

Writing as a Business

What you need to know to make it as an independent writer

The Everything Guide To Writing Copy  by Steve Slaunwhite

A personal friend, Steve has put together an excellent guide to the business of writing copy, filled with solid advice.

I especially liked his chapters on the copywriter’s “bag of tricks” and the one on solving common problems like “my client hates my copy!”

Now, you may say—like I do—that you’re not really a copywriter, because you only write content like white papers.

But I believe knowing how copywriting works can only help us as content writers.

This might be the one book you need that gives you all the basics about “the other side of the street.”

The Wealthy Freelancer  by Steve Slaunwhite, Pete Savage, and Ed Gandia

I recommend this book to every freelancer I know.

This book has tons of pragmatic advice on how to launch or pump up a freelance business, told by three seasoned freelancers who joined forces for this title.

Get your buzz piece (aka white paper) ready.

The Well-Fed Writer by Peter Bowerman

My copy has post-its, dog ears, and highlights throughout… the sure sign of a useful read.

Now in its third edition, it just keeps getting better.

I really wish I’d had this book 40 years when I first started freelancing.

That would certainly have saved me years of wasted time and effort and helped me earn more, faster.

So if you’re just started out as an independent writer, or even if you’ve been working for a few years, I highly recommend that you get ahold of this classic and apply some to its wise counsel.

And my own book, White Papers For Dummies

I had the pleasure of writing a book myself. I tried to pack in everything I learned in 15 years of working on these challenging documents.

And I’m delighted that White Papers for Dummies has been so well-received, with more than 60 5-star ratings on Amazon.

It’s available in print and as an e-book. I like having an e-book version, so I can quickly search through the whole text.

And for about $20, most people say it’s a great deal.

Whether you’re a marketing manager seeking to use white papers to promote your company, or a copywriter looking to break into this well-paying field, White Papers for Dummies offers tons of practical advice.

This page was originally published in 2014. Last updated 23 April 2024.

For more useful resources like this, get my free newsletter.

The post Recommended books on white papers (and everything else) appeared first on That White Paper Guy.

The practice has been going on for centuries.

Apologize was born before 1600, and criticize appeared in Shakespeare’s day.

Revolutionize came along before 1800; burglarize first appeared in the 1870s.

Edwin Newman, in his book A Civil Tongue, suggests that by adding IZE to certain words, people believe they are achieving a more businesslike (i.e., “professional”) tone.

Prioritize may sound more businesslike than make priorities, but it is also awkward, pretentious, and incorrect.

Some IZE words are ambiguous

Take finalized. Does this mean to complete? If you finalize my contract, are you signing it? Are you just about to sign it?

The word finalize slips into vagueness by failing to tell us precisely what has been concluded. It could be the signing of a document, the agreement to the wording, the agreement to even write a contract.

Therefore, finalizing a contract is too vague and general to pass along clear meaning.

Here are a few other IZE words to be used sparingly, if at all:

• Academize

• Customize

• Formalize

• Maximize

• Normalize

• Optimize

• Politicize

• Productize*

• Rationalize*

• Standardize

• Systematize*

• Tokenize*

• Traumatize

• Utilize

* Four more terrible IZE words added by That White Paper Guy

Excerpted with permission from

The Elements of Technical Writing

by Robert W. Bly and Gary Blake, 1993

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The post Guest tip: Excise the IZEs! appeared first on That White Paper Guy.

When I couldn’t find one, I decided to write one myself.

Over the years, I’ve kept adding to it, until today when it covers 36 questions.

This is undoubtedly the most detailed, most thorough FAQ on white papers anywhere.

Whether you’re a B2B marketer or writer, I hope it helps you understand white papers better.

White Paper FAQ topics

Click any topic to see related questions and answers.

White paper definitions
White papers compared to other documents
White paper readers
White paper sponsors
White paper writers
White paper success and failure
White papers past, present, and future

White paper definitions

• What exactly is a white paper?

• Are there any industry standards for these?

• Aren’t there at least some conventions?

• What different types of white papers exist?

• Can you combine different types?

• What’s the maximum number of points in a numbered list?

• What if your idea doesn’t fit any of the flavors?

• When is each type of white paper most useful?

• What’s NOT a white paper?

White papers compared to other documents

• White papers and blog posts: What’s the difference?

• White papers and brochures: What’s the diff?

• White papers and case studies: What’s the diff?

• White papers and ebooks: What’s the diff?

• White papers and press releases: What’s the diff?

White paper readers

• Who reads white papers?

• Why do people read white papers?

• Where do people read white papers?

• When do people read white papers?

• How do people read white papers?

White paper sponsors

• Who publishes white papers?

• Why do companies produce white papers?

• Where do white papers fit in the sales cycle?

• Which type of white paper should your firm create?

• How much does a white paper cost?

• How long does a white paper take?

• How do you promote a white paper?

White paper writers

• What kind of companies need white papers?

• How hard is it to write a white paper?

• How long should a white paper be?

• How long does it take to write a white paper?

• How much can you charge to write a white paper?

• What main problems do white paper writers encounter?

• How can you learn more about white papers?

• Where do you find white paper clients?

White paper fails

• Why do some white papers fail?

• Why are some white papers “challenged”?

White papers past, present, and future

• Where did white papers come from?

• Where are white papers today?

• Where are white papers going in the future?

• Won’t all white paper writers soon be replaced by AI?

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White paper definitions

What exactly is a white paper?

Ask any 10 people this question, and you’ll likely get 12 different answers.

Here is the best short definition I’ve ever found, after years of looking:

A white paper is a persuasive essay that uses facts and logic to promote a certain product, service, or viewpoint.

Beyond that, I’ve heard a white paper described as:

• A manifesto on how to solve a certain problem
• A bait-piece
• The glue that holds a campaign together
• An information widget
• A way to freeze-dry your ideas
• The magic Excalibur of marketing!

Clearly, none of these exotic definitions do the trick.

For some better clues, look at the content and format of these documents:

The content of a white paper provides useful information for business people seeking to understand an issue, solve a problem, or make a decision.

The format of a white paper is somewhere between a technical manual and a glossy brochure… between a dry-as-dust academic paper and a colorful annual report.

Some good models are respected magazines/websites like Scientific American or The Economist. Like the best white papers, these publications explain scientific and financial information in a visually appealing way.

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Are there any industry standards for these documents?

In a word, no.

Everything from a two-page flyer to a 100-page book has been called a white paper.

There are even “video white papers.” This seems like an oxymoron. How can a video be a paper?

But there are no fixed rules to define a white paper, and no one to enforce them if there were.

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If there are no standards, aren’t there at least some conventions?

Well, perhaps.

That White Paper Guy aka Gordon Graham has identified these key characteristics for a white paper:

• A document containing narrative text

• At least 5-6 pages long (2,500+ words)

• Portrait format (landscape tends to be for ebooks)

• Educational, practical, useful information, not a sales pitch

• Used before not after a sale (info after a sale is documentation)

• Provides facts not just opinion

• Includes an introduction or executive summary at the start

• Includes a call-to-action (CTA) at the end

If a document has all these characteristics, it’s probably a white paper.

To elaborate, the main body of a “typical” white paper is 6 to 8 pages long, shorter than in past years. With front matter and back matter, the total length is usually 10 to 12 pages.

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What different types of white papers exist?

White papers come in many different types, with no universal system for labeling them precisely.

Given this, the majority of white papers fall into one of these three types:

1. A backgrounder describes the technical features and benefits of a product or service

2. A numbered list provides a light and lively set of points or concerns about some topic

3. A problem/solution recommends a new, improved solution for a nagging business or technical problem

About 15 years ago, That White Paper Guy proposed that these three types could be remembered as different flavors of ice cream.

Backgrounder = vanilla: old-fashioned and predictable

Numbered list = strawberry: light and lively

Problem/solution = chocolate: deep, rich and long-lasting

For more on these three flavors and how to use them effectively, see my free infographic.

Beyond these, many other terms are commonly used to describe white papers:

• Competitive review

• Evaluator’s guide

• Executive briefing

• Market overview

• Position paper

• Product briefing

• Special report

But all these descriptive terms fit under one or another of the three main types, so these terms are not as helpful.

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Can you combine different types of white papers?

Yes. You can combine two of these three flavors like so:

• Numbered list + backgrounder (strawberry + vanilla)

• Numbered list + problem/solution (strawberry + chocolate)

This yields five main flavors of white papers in all: three “pure” and two “mashups.”

A numbered list + backgrounder (strawberry + vanilla) white paper looks at a number of elements or functions of a certain offering.

This kind of mashup promises an easy read and some useful information about a certain offering.

The title should start with a number and end with the product name.

For example:

— 3 Advanced Security Features of Acme Scanomatic 3000
— 5 Hidden Gotchas of Windows 12
— 6 Things You Should Know about Web3

A numbered list + problem/solution (strawberry + chocolate) white paper covers three different aspects of some  industry-wide problem.

This kind of mashup promises an easy read along with some deep insight into a nagging industry problem.

The title should start with a number and end with the problem/solution.

For example:

— 3 Critical Challenges of Design/Build Projects and How to Solve Them
— 4 Pillars of Financial Inclusion and How Bill C-25 Strengthens Them
— 5 Backdoors that Let Hackers Steal Your IP and What to Do About Them

The remaining type of mashup, a problem/solution and backgrounder, doesn’t work at all well.

That’s because these two have such  different viewpoints.

A problem/solution is like looking at a wide view of a whole industry with a telescope.

A backgrounder is like zooming in on one specific offering with a microscope.

It’s difficult to combine both perspectives in the same document. Instead, it’s better to do two different white papers, one of each type.

In real life, Neapolitan ice cream is great. But don’t try this with white papers.

It’s almost impossible to describe both an industry-wide problem and a specific offering as numbered lists in the same document.

You’ll likely just make a mess.

It’s far better to do two different white papers of the appropriate flavors.

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What’s the maximum number of points in a numbered list?

The benefit of a numbered list (aka listicle) is that it promises an easy read.

It sounds light and lively, just a collection of points or items that someone can scan through. So any list up to 9 sounds quick and easy.

Once you get up into the high teens—17, 18, 19—it sounds like a lot more work. And if you go to 20, 30, 40 or 50 items, that starts to sound overwhelming.

Remember why telephone numbers are given as 7 digits: That’s about the longest sequence of numbers most people can remember.

Then there’s the odd vs even quandary.

Odd numbers somehow seem more real than even numbers, which can appear too “neat” or “rounded off.”

That’s why many people believe that a listicle with 3, 5, 7 or 9 items will be downloaded more than one with 4, 6 or 8.

The worse culprit is probably a list of 10, because it sounds so much like a “top 10 list” and everyone knows it was probably padded out to get to 10.

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When is each type of white paper most useful?

Each type is best for delivering information to prospects at a certain point in their customer journey, as shown below.

For shorthand, “offering” means any product, service, technology, or methodology described in the white paper.

For the three main flavors and two mashups of white paper:

1. Backgrounder: Best for prospects evaluating a shortlist of offerings near the end of the customer journey; also best to support a product launch for journalists, analysts, and channel partners

2. Numbered list: Best to nurture prospects in the middle of the customer journey with a light and lively roundup of points about some topic; also good for spreading fear, uncertainty, and doubt (FUD) about competitors

3. Problem/solution white paper: Best to draw in new prospects at the start of the customer journey as they research a nagging business or technical problem

A numbered list + problem/solution is best in the early half of the customer journey, while the prospect is interested in finding new solutions to their nagging business problem.

A numbered list + backgrounder is best in the later half of the customer journey, while the prospect is starting to dive deeper in the details of the offerings on their shortlist.

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What if your idea doesn’t fit any of the flavors?

These three flavors will likely cover 4 out of 5 of the white papers you see. I call that the 3-4-5 rule.

But what about those outliers, the other 1 out of 5 that just doesn’t fit any flavor?

• What about the results of a survey?

• A history of how a certain technology was developed?

• A day-in-the-life of a business executive?

I’ve written white papers about all those topics.

Captain Barbossa

My best advice is not to sweat it.

The three flavors aren’t iron-clad categories. No one is policing the marketing world to make sure you follow them.

These are intended as useful templates to help frame a white paper in the planning stages, to help decide what to put in and what to leave out.

And to paraphrase Captain Barbossa from the Pirates of the Caribbean, the three flavors are more what you’d call “guidelines.”

You can create a white paper on any topic, for any audience, using any approach under the sun, as long as you remember this key mantra:

A truly effective white paper helps a business person understand an issue, solve a problem, or make a decision.

If you content does that, your readers will thank you. And they won’t give a hoot what flavor you call it… or even if you call it a “white paper” at all.

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What’s NOT a white paper?

Remember that there are no “rules” or universal standards for what makes a white paper… and that means many people use this label very carelessly.

By my definition, a white paper is intended to help a business person understand an issue, solve a problem, or make a decision.

There are many other types of useful information, but I don’t consider those white papers.

For example, marketing guru Perry Marshall names 40+ documents that he considers to be white papers, including:

• Application guide
• Cheat sheet
• Installation guide
• Manual (?!)
• Optimizer
• Pocket guide
• Troubleshooting guide
• Tutorial

But notice how many of these are actually documentation used after a B2B purchase when installing, learning, or troubleshooting a system.

Those may be useful, but they’re not white papers.

To my thinking, a white paper is strictly a pre-sales document used before a B2B purchase. It’s not documentation or support, it’s sales and marketing.

For a longer discussion, see my article “When is a white paper NOT a white paper.”

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White papers compared to other documents

White papers and blog posts: What’s the difference?

White papers and blog posts are usually quite simple to tell apart.

White papers are usually PDF downloads of 3,000 to 5,000 words.

A good white paper is based on established facts and logical arguments, like a well-researched article in an industry journal.

A white paper generally takes 4 to 6 weeks of intense effort by a group of people. That’s why an effective white paper can be used for a year or two.

Blog posts are usually much shorter web pages of 600 to 1,800 words. A blog post can often be written in a couple of hours.

A blog post can be sheer opinion, or even a rant, more like a letter to the editor. That’s why there are so many blogs: Anyone can shoot off their mouth in a blog.

That’s why most blog posts are relevant for only a few months.

In a way, blog posts are a good place to test out your ideas, as they come together. You can gather comments and feedback, and see how your audience connects with your ideas.

Then you can solidify and back up your ideas in a white paper where you can pour more time and effort into the research, writing, design, and promotion.

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White papers and brochures: What’s the difference?

White papers and brochures are almost complete opposites.

Brochures are sales documents intended to create interest and desire.

Today brochures are most often used in B2C for major purchases like cars, trucks, and boats.

They use the techniques of copywriting and advertising. They tend to push “emotional buttons” such as fear, greed, envy, or vanity.

Brochures are generally designed to be scanned: colorful, flashy, and filled with short snippets of text.

White papers, on the other hand, are persuasive essays about a certain product, service, technology, or methodology.

White papers are most often used in B2B for offerings that are relatively new, complex, or expensive.

They use the techniques of rhetoric and plain English. They tend to appeal more to logic through irrefutable facts, iron-clad logic, impeccable statistics, and quotes from industry opinion-makers.

White papers are generally designed to be read. They contain lots of text and some graphics, but not often a lot of pizzaz.

Some companies simply reformat a brochure and call the result a “white paper.” This is a waste of effort. Most readers become irritated when they see a vendor doing this.

Some marketers who should know better urge vendors to make white papers as flashy as brochures. This is not correct.

A white paper should be much more dignified, substantial, and informative than a brochure. Making it look like a sales piece is the kiss of death for a white paper.ny

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White papers and case studies: What’s the difference?

White papers sometimes mention case studies for evidence of a vendor’s claims. But the two are quite different.

Case studies are extended testimonials on how a product or service helped someone in the real world. They are typically between 500 and 1,500 words long, written in a journalistic style with many quotes from the actual customer.

The classic format for a case study is Before/After, Then/Now, Problem/Solution:

Before we had this terrible problem, then we found this fantastic product, and After we started using it, everything was sweetness and light.

White papers, on the other hand, are persuasive essays about a certain product, service, technology, or methodology.

They are generally 3,000 words or more, written in a somewhat academic style, with no direct quotes from the vendor. A white paper may be told in the Problem/Solution format, but rarely in the Before/After format.

White papers tend to be used earlier in the sales cycle, to help prospects visualize a possible solution to a nagging problem.

Case studies tend to be used later in the sales cycle to reassure a prospect that other buyers benefited from the same approach they are considering.

For a longer discussion, see my article “White papers versus case studies.”

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White papers and ebooks: What’s the difference?

Remember, we’re talking here about ebooks used in B2B content marketing.

A B2B ebook can be hard to tell apart from a white paper. You can often call the very same document either a white paper or an ebook.

In recent surveys, the Content Marketing Institute has grouped white papers and ebooks into one category. And why not?

A B2B ebook can be just about any length on just about any topic.

Many ebooks look more like slide decks than text-driven documents.

Some say ebooks are just prettied-up white papers turned on their sides, with more graphics and less text.

In any case, here are some scenarios when an ebook might work better than a white paper:

1: Your audience is prone to distraction

They may be young or very mobile. An ebook may sound like fun, while a white paper sounds like work.

2: Many competitors publish white papers

If you’re trying to break through the noise of competing white papers, an ebook might sound different enough to be engaging.

You may be able to gain more traction by presenting the same content as an ebook instead of a white paper.

3: No one in your industry publishes white papers

In some industries, white papers are not often seen.

In that case, your document may work better if you call it something else, perhaps a “special report” or “briefing.”

Just remember: The goal is the same.

An ideal ebook—just like an ideal white paper—will help your target audience understand an issue, solve a problem, or make a decision.

If your content does that, you can call it an ebook, white paper, special report, or whatever… and your audience will still thank you for it.

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White papers and press releases: What’s the difference?

Press releases are short, factual announcements of interest to a certain audience. This format has existed for perhaps 100 years.

Until recently, press releases were used to influence media “gatekeepers” and gain publicity for their sponsor. The most effective press releases were recycled by journalists into printed articles.

Today, press releases are available to anyone on the Web, without the need for any gatekeeper.

A contemporary press release must be highly factual. Unlike for white papers, there are rules about what a public company can say in a press release.

White papers, on the other hand, are persuasive essays about a certain product, service, technology, or methodology.

White papers have also existed for 100 years, although the format evolved quickly since the year 2000.

While a white paper is sponsored by a company—the same as a press release—white papers are generally much longer than press releases, with more room to present facts and develop arguments.

White papers are sometimes packaged with press releases as a “press kit.” And they are sometimes republished in trade magazines as articles.

On the Web, white papers are available to almost everyone. There are no special legal rules on what a company can say in a white paper.

But it’s best to take a journalistic approach, backing up every assertion with statistics, facts, and quotes from respected sources.

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White paper readers

Who reads white papers?

White papers are read by almost any B2B executive who is thinking about buying a relatively new, relatively complex, or relatively high-priced product or service for their business.

White paper readers play many different roles in business, such as:

• Corporate executives (decision-makers)

• Finance executives (financial recommenders)

• IT managers and staff (technical recommenders)

• Line-of-business managers (managers)

• User representatives (users)

• In-house supporters of the purchase (“champions”)

In larger companies, all these people may sit together on a selection committee that makes a collective decision.

In smaller firms, some people may wear several of these hats and meet informally to discuss any big purchases.

White papers are especially well-read by IT managers.

One survey showed that they read a median of 30 white papers a year, with some reading more than 50 a year… that’s one a week!

As well, business people routinely pass good white papers up and down the chain of command, both to their managers and their staff.

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Why do people read white papers?

White paper readers are seeking useful information to help them understand an issue, solve a problem, or make a decision.

This often involves learning about the business benefits or technical details of a product or service they are considering buying.

A survey of IT managers by Forbes.com and Bitpipe (now TechTarget) showed that they read white papers to accomplish these goals:

• Stay on top of new trends (76%)

• Get information about products and vendors (69%)

• Compare products (50%)

• Help justify buying decisions (42%)

• Develop a shortlist of qualified vendors (33%).

White papers used to be aimed strictly at IT professionals.

Today, many less technical people are involved in B2B buying decisions.

These people are seeking plain-language explanations with clear business benefits, backed up by convincing facts and arguments.

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Where do people read white papers?

You’ve likely heard that everything on the web should be designed mobile-first.

When it comes to white papers, this is bad advice.

Research into content consumption shows that long-form B2B content is usually viewed on larger screens.

Several studies show that nearly everyone (90%) reads white papers on desktop screens, not mobile devices.

White papers are occasionally (10%) printed for sales calls, press kits, and trade shows.

And some people read them on paper during their commutes by subway or train.

So make sure to write for the screen, and then design for the screen—but a larger screen, not some dinky smartphone screen.

After all, B2B buyers with a problem to solve aren’t often doing their research while they’re rushing around in the field.

B2B buyers do their research in their offices with their big-screen desktops.

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When do people read white papers?

People tend to read white papers when they are:

• Dreaming of a way around a pressing problem

• Wondering if anything could solve their problem

• Looking for something to satisfy their wishlist

• Researching a possible purchase

• Drawing up a shortlist of qualified vendors

Executives at the IT portal KnowledgeStorm (now TechTarget) encourage clients to think of a technology sale in four phases.

1. Vision: A business person is imagining how to solve a problem. At that point, a high-level white paper focused on business benefits can help them visualize the possibilities of a certain offering.

2. Planning: A prospect is trying to map a set of functional requirements to a certain product. That’s when a more detailed, technical white paper can help them understand how a given solution would work in their environment.

3. Evaluation: A prospect is actively looking at a set of products from a shortlist of vendors. The need for white papers has pretty much passed.

An Evaluator’s Guide for a complex product might be helpful at this point. But more often, prospects want the reassurance of seeing case studies from other customers.

4. Acquisition: A customer is actually purchasing and installing a product. They may need added information to help them do so, but it’s more accurate to call this “documentation” rather than a white paper.

After all, the white paper has already played its role and the sale has already been made. Everything from this point on is after-sales support.

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How do people read white papers?

B2B executives have more to read, more to remember, and more to do than they can ever get to.

For example, one study showed that the typical manager has more than 50 hours of work sitting on their desk at any point.

They’re frazzled, distracted, and interrupted from all directions. No one is waiting for yet another document to add to their pile?!

No one reads white papers for fun; they read them for work.

So people who read white papers don’t read the same way they might read a novel, paying attention to every sentence.

They tend to skim, scan, and skip… especially when reading off the screen. Don’t you?

This means that white papers must be written and designed for business readers with limited time and attention.

A wall of gray text will not engage anyone today.

To hold and direct the attention of skimmers and scanners, white papers need visual breakers like boxes, bullets, graphics, headings, pull-quotes, and sidebars.

These visuals must point to the key messages of the document in a way that’s easy for busy readers to follow.

If your white paper is crisp, helpful, and easy on the eyes, they will spend some time with it.

If not, they will quickly click away to something more pressing.

For a longer discussion of white paper design, see my article “20 top tips on white paper design.”

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Who publishes white papers?

White papers abound in the technology sector, where they are commonly used to explain software and hardware products.

But there’s no reason why white papers can’t be written about many other B2B offerings.

Any B2B vendor selling anything relatively new, relatively complex, or relatively expensive could likely benefit from a white paper.

This includes companies in sectors like these:

• Computer peripherals

• Consulting firms with new methods

• Medical devices or diagnostic equipment

• Technical or scientific services

• Test or communication equipment

• Training firms with innovative approaches

This adds up to perhaps half a million potential vendors in the English-speaking world that could benefit from white papers.

Vendors of any relatively familiar, simple, and inexpensive consumer products don’t often publish white papers, since there is little need for them in B2C marketing.

After all, most consumers don’t want to read a 10-page document before they buy something.

There may be exceptions—such as energy, investments, and healthcare—where consumers may have to make considered purchases. But these exceptions are few and far between.

Video, social media, and sales pages tend to work better for B2C sales.

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Why do companies produce white papers?

B2B vendors publish white papers for many reasons:

• To generate leads

• To support a new product launch

• To educate analysts, bloggers, and journalists

• To educate their own sales force and channel partners

• To nurture prospects through a complex B2B sale

• To win in a technical evaluation against competitors

• To redefine a marketing space

• To stake out a position as a leader in their space

On a strategic level, white papers fit into the widespread trend of content marketing.

Content marketing is based on the belief that skeptical prospects are hungry for a vendor who will serve as a trusted advisor, not just a peddler of their wares.

A white paper can serve this purpose remarkably well.

Remember, a good white paper is more than just background about a product.

The most effective white papers provide useful information to help a business reader understand an issue, solve a problem, or make a decision.

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Where do white papers fit in the sales cycle?

The longer the sales cycle—aka customer journey—the more likely white papers are part of it.

White papers are used in the sales cycle before the prospect makes a purchase.

Different types of white papers work best at different points in the sales cycle:

• To attract fresh prospects at the start of the process (generating leads), the problem/solution or chocolate format works best

• To engage prospects through the middle of the process (nurturing prospects), the numbered list or strawberry flavor works best

• To encourage a purchase decision near the end of the process (support a technical evaluation), the backgrounder or vanilla flavor works best

After making a purchase, the buyer has little need for white papers.

At this point, the customer may need documentation, training, and technical support. They generally do not need any more white papers until an updated product is available, and they must decide whether to upgrade.

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Which type of white paper should your firm create?

If you are creating a white paper, but aren’t sure which flavor is best, you can narrow down the list with three straightforward questions.

1: What is the purpose of this paper?

• Generate leads

• Attract attention

• Nurture prospects through a complex sale

• Cast FUD on competitors

• Influence a selection committee

The best flavors to generate leads at the start of the customer journey are a problem/solution or a numbered list + problem/solution.

In general, the best flavor to attract attention, to cast Fear, Uncertainty and Doubt (FUD) on competitors, or to nurture a prospect through a complex sale is a numbered list.

The best flavor to influence a selection committee near the end of the customer journey is a backgrounder.

2: When will this white paper be used?

Early in the sales cycle, your white paper can be more high-level and general.

Later on, your white paper should be more detailed and specific.

3: Who is the audience? What do they want?

IT people generally want to see technical details. They will tolerate longer papers with modest production values. In fact, a slick and colorful format tends to make them suspicious.

Executives want to see bottom-line benefits summed up in a page or two. They want to hear about lower costs, higher sales, richer profits, or better customer service. Executives expect polished production, with clear graphics they can understand at a glance.

Managers want to hear about streamlined workflow and labor savings. They are keen to see how a new system would affect their area and their people.

User reps want to hear about ease of use, training, and support. They can be more or less technical, but they will likely be detail-oriented. Users are not often a significant audience for white papers. But if a user rep is involved in a selection committee, you need to address their concerns at some point.

A mixed audience or selection committee may want to hear everything touched on above. In this case, you may need several white papers, each with a different flavor and each with content geared to a somewhat different audience.

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How much does a white paper cost?

There are several costs related to producing a white paper:

• Research, writing, and editing
• Illustration and design
• Translation, if applicable
• Printing, if applicable
• Promotions

Each of these costs can be either outsourced or handled in-house.

In 2013, extensive research for my book White Papers For Dummies showed that the average fee for a text-only white paper was $4,200.

That means most B2B marketers in medium-sized firms count on spending $5,000 to $7,000 for the text, and another $1,500 for design and graphics.

Translating and promoting are further costs.

And there are “soft costs” for the time it takes subject matter experts to answer questions and e-mails and to review drafts.

A white paper is a significant project in any marketing budget.

Trying to do a white paper on a shoestring budget of $1,000 or $2,000 will not likely yield good results.

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How long does a white paper take?

After working on 320 white papers, I can tell you that in my experience it takes 6 to 8 weeks to get from the first interview to an approved white paper draft.

And it can take longer if people travel a lot or take their time with reviews.

Illustration and design take an additional week or two.

Any translations, if required, take more time.

And then the promotions begin and run for many weeks or months.

The good news is that a vendor can often continue to use the same white paper for years.

This long lifespan helps to achieve a positive return on the investment in a white paper.

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How do you promote a white paper?

Simply writing a good white paper is not enough.

Tucking it away on a website is not enough.

To earn an acceptable ROI, a vendor must actively promote a white paper in many ways.

The most popular ways to promote a white paper include:

• Post it to numerous websites

• Feature it prominently on home pages

• Send e-mails about it

• Mention it in e-mail sig lines

• Tweet about it on Twitter

• Extract ideas and create blog posts from them

• Create a press release about it

• Mention it in newsletters, e-newsletters, and blogs

• Give it to prospects on sales calls

• Give it to prospects at trade shows

• Pay a third-party service to syndicate it

The best way to promote a white paper is to handle it as a mini-product launch.

Do everything you would do to launch a new product, and your white paper will be on the road to success.

The more effort you invest in promoting a white paper, the more likely it will succeed.

For a free checklist, see my article on the 18 must-do tactics to promote any white paper.

Or click the thumbnail or this link to download the checklist.

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White papers writers

What kind of companies need white papers?

Remember, a white paper is a pre-sales document intended to attract prospects or explain an offering.

Any B2B vendor selling anything relatively new, relatively complex, or relatively expensive could likely benefit from a white paper. 

For a longer discussion of these three criteria, see my article “Does your company need a white paper?”

This includes companies in sectors like:

• Computer hardware and peripherals

• Consulting firms with new methods

• Enterprise software

• Medical devices or diagnostic equipment

• Technical or scientific services

• Test or communication equipment

• Training firms with innovative approaches

This adds up to perhaps half a million potential vendors in the English-speaking world that could benefit from white papers.

Vendors of any relatively familiar, simple, and inexpensive consumer products don’t often publish white papers, since there is little need for them in B2C.

After all, most consumers don’t want to read a 10-page document before they buy something.

There may be exceptions—especially in energy, investments, and healthcare—where consumers may have to make considered purchases.

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How hard is it to write a white paper?

Writing your very first white paper for a company you don’t know well, in an industry you’ve never written about, can be quite a challenge.

Writing your fifth white paper for a long-term client in an industry you know is not so hard.

Most writers feel that the first white paper they ever wrote was quite difficult.

And many writers who have done fewer than 10 white papers still find these tough.

If you understand the material and work well with others, writing a white paper can be smooth and enjoyable.

If not… quite the reverse.

All in all, writing a white paper is no harder than writing a major magazine article or blog post of several thousand words.

But if you’ve never done that before, it may be very difficult indeed.

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How long should a white paper be?

That’s a matter of opinion.

I’ve seen everything from a 1-page flyer to a 100-page book called a “white paper.”  But those are clearly the extremes.

I believe a white paper should be at least 5 pages long. Anything shorter, and you just don’t have space to develop much of an argument.

Here’s the typical layout for a problem/solution (chocolate) white paper:

• Front matter: cover, contents, executive summary = 3 pages

• Main body: 2,000 to 3,000+ words = 6 to 8 pages

• Back matter: conclusion, call-to-action, About the Company, sources = 3 pages

So that adds up to 12 to 14 pages, about the typical length for a white paper aimed at a business reader today, as shown below.

I’ve written many white papers that were 3,500 to 4,000 words. They needed to be, to cover a big topic in enough detail.

But over the past 20 years, white papers have been getting shorter. So if you can cover the topic in 3,000 words and keep your paper to 12 pages total, that’s ideal.

Technical people will tolerate a longer document if it’s genuinely useful. They see part of their job is keeping up with the ongoing evolution of IT.

As shown below, a white paper aimed at a technical reader doesn’t need to stop at 10 or 12 pages. These can be much longer: up to 30, 40, or even 50 pages.

For example, here are some longer white papers I’ve seen over the years:

• Network Management Systems: Best Practices from Cisco (24 pages)

• Best Practices of Highly Successful Credit Unions: Executive Briefing for CU Leaders (33 pages)

• hp e3000 solution transition advisor: ksam and mpe file system (36 pages)

No one likely complained those papers were too long.

Of course, any lengthy technical documents may start to overlap with product documentation. But as long as readers are looking at this before they buy, I still consider these white papers.

And remember: Whatever the length of your white paper, you must not waste any space, and provide navigational aids so your readers always know where they are in the document.

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How long does it take to write a white paper?

According to the White Paper Writer Industry Report which surveyed 600+ writers in 2007, the typical white paper takes between 24 and 50 hours to complete.

That means 1 or 2 weeks full-time should be enough to complete a white paper… if everything else falls into place.

Like any B2B writing project, you must allow time for interviews, research, outlining, drafting, and perhaps coming up with diagrams.

A client will expect a few progress reports. And you will need to incorporate their comments into your drafts.

If you manage the process well, writing a white paper can be smooth.

If not, it can turn into a never-ending project that drags on and on…

In general, the more experience a writer has with white papers, the faster they can work.

That’s like anything else in life, right?

Naturally, contract writers tend to produce faster than in-house or non-professional writers since writing is their core competency.

A professional writer will understand the research and publishing process far better than an in-house employee with little experience in the field.

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How much can you charge to write a white paper?

In 2013, extensive research for my book White Papers For Dummies showed that the average fee for a text-only white paper was $4,200.

Most B2B marketers expect to pay between $5,000 and $7,000 for an experienced white paper writer.

Obviously, if you have specialized knowledge about a certain niche, you can charge more than a generalist who will need more time and ask more questions.

And the more white papers you have written, the more you can generally charge.

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What main problems do white paper writers encounter?

Among other problems, white paper writers report difficulties with:

• Time management

• Lack of clear feedback

• Changes in direction

• Getting approvals

As well, an inexperienced designer can destroy the readability of an otherwise strong white paper.

Successful white paper writers sooner or later devise ways to deal with these issues.

The most effective strategy is to head off these problems before they happen, by planning and managing a white paper to yield the best possible results.

Here are some quick tips:

1. Round up approvals from all stakeholders early on.

2. Submit short deliverables for discussion, like a creative brief or a one-page outline, before you start writing a 10-page document.

3. Get your client or company to make a tangible commitment to complete a white paper.

For example, freelance writers should get some payment in advance; in-house writers can get an okay to forego other duties while they write the document.

4. Work closely with the designer and make sure they understand the white paper format.

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How can you learn more about white papers?

You’re in the right place; this White Paper FAQ is an excellent place to start.

This website provides more than 100 articles on every aspect of writing white papers. You’re welcome to explore them.

You can use the Search bar at the top of the left-side menu. Or you can find articles grouped by category in the right-side menu.

And of course, you can buy my definitive book, White Papers For Dummies.

I crammed 15 years’ worth of tips and advice into this title, which sells for about $25.

Here’s what people are saying about it.

Or you can check out the book on Amazon, where it chalked up more than 50 5-star reviews.

Since my book came out in 2013, some people naturally wonder if it’s out of date.

Honestly, I believe all the basic ideas and tips are evergreen and still relevant.

The three flavors, the publishing process, and tips on writing haven’t changed.

The only thing that’s outdated is any mention of software, such as Windows 7.

And over the years, Word has become even more powerful.

Today you can use Word’s Read Aloud feature for text-to-speed and the Dictation feature for speech-to-text.

That means you can write a white paper with your voice, and get your PC to read back your text as you revise. I use both those techniques often… and they’re fabulous.

For a longer discussion, see my article “Tips on using dictation to write.”

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Where do you find white paper clients?

Any established copywriter gets this question all the time.

While there’s no quick answer, here are some pointers that might help:

• Take stock of every area you’ve written about over the years

• Then generalize that knowledge into the vertical markets it touches and the horizontal business functions it involves

• Create a persona of your ideal client

• Create a catchy LinkedIn profile

• If you like, create a simple website showing your qualifications and some writing samples

• If you have no writing samples, get some!

• Until you’re busy with paying clients, expect to spend 40 hours a week on your marketing

• Use the phone, not e-mail or social media to contact prospects

• Approach prospects with a give, not an ask

• Keep a swipe file of cool examples to inspire you

• Be passionate about what you do

Other things you should do are to build a web presence, at the very least an effective LinkedIn profile.

And create a “buzz piece“—a white paper of your own to attract leads.

Then, once you start writing white papers, publish good samples and testimonials on your website.

Some final tips: Pick three marketing tactics you can carry out every week. Use a mix of inbound and outbound tactics.

Even if you’re introverted, choose at least one outbound tactic. You don’t have to do everything. Just keep doing whatever works for you.

For more on this topic, see these articles:

• To get clients, learn how to call a moose

•  Writers: 5 strategies for finding white paper clients

• You asked: Where do I find white paper clients?

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White paper success and failure

Why do some white papers fail?

Unfortunately, some white papers fail to generate the business results their sponsors hope for.

In my experience, a white paper can fail in two main ways.

Fail #1: A white paper may never be completed

Many white papers are started, but not all are finished.

And this happens far too often.

At That White Paper Guy, we recently analyzed 300 of our own white paper projects going back to 1997.

Our research revealed that 50 of these white papers—1 in 6 (17%)—were never completed nor published.

Nearly all of these (47 out of 50, or 94%) were abandoned by the client, not the writer.

The main reasons for these failures are shown in the pie chart and summed up below.

Internal conflict: Doing a white paper can reveal a split between two teams who just can’t agree.

No executive sponsor: The white paper champion can leave, get promoted, or be pulled away to other duties. With no champion, a paper can die on the vine.

No story: There may be no evidence to support the white paper’s argument.

Change of direction: A team can decide to go in a new direction, sometimes when a product is delayed or canceled.

Process breakdown: The publishing process can simply break down. This happens most often during reviews. Perhaps some reviewers can’t articulate their views about a draft. Or perhaps some reviewers disagree and can’t resolve their differences.

Unrealistic expectations: A white paper can be doomed by unrealistic expectations about the effort involved or the likely return on that effort.

All these except “no story” are problems with project management… on the client’s side. For example:

• No outside writer can compel reviewers to hash out their differences

• No outside writer can change the priorities set by an employee’s manager

• No outside writer can set proper expectations if the client doesn’t listen

Note that several other sources agree off the record with these conclusions. Several have stated that their own failure rate was much higher than 1 in 6.

For a longer discussion of this topic, see my article “6 reasons why white papers fail: our data and stories.”

Fail #2: A white paper may not be promoted effectively

One earlier answer lists 18 must-do promotions that every marketing team should do for every white paper. Yet not everyone does all these.

As well, some further optional promotions can be done.

Without covering all these bases, few target readers will hear about the white paper, and its reach will be far smaller than it could have been.

Fewer readers lead to fewer conversations and lesser business results.

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Why are some white papers “challenged”?

Unfortunately, some white papers are published with serious defects that reflect poorly on the sponsor.

These defects could be in the content (research and writing) or the format (design and graphics).

I consider this type of white paper to be “challenged.”

At That White Paper Guy, we recently analyzed 300 of our own white paper projects going back to 1997.

Our research revealed that 36 of these white papers—about 1 in 9 (11%)—did not turn out as well as they could have.

Those papers were challenged by flaws in the content, design, or publishing process.

I’m not talking about the occasional typo.

I’m talking about problems serious enough that the white paper will not likely attract its target readers nor generate the expected business results.

There were half a dozen main reasons for this, as shown in the pie chart.

Please note that the “lack of editorial or design skills” existed on the client’s side.

For example, sometimes a client assured us they have a competent designer to handle the formatting of the paper.

But the results fell far short of professional standards for typography, page design, or illustration.

For a longer discussion of this topic, see my article “5 reasons why white papers are challenged: our data and stories.”

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White papers past, present, and future

Where did white papers come from?

The term “white paper” arose late in the 19th century in Great Britain.

It was used to distinguish shorter government briefings and position papers with white covers from longer reports and policy books with blue covers.

I have located white papers from the UK dating back to the late 1890s. I am still searching for the earliest one on file in the UK government archives.

(My research was interrupted by Covid staff shortages in the UK.)

One example that many people point to is the Churchill White Paper from 1922.

While this is far from the earliest white paper ever published, it did touch on a topic that’s still relevant today: the territorial ambitions of various groups in the Middle East.

Months after it appeared, Britain apparently broke every promise in it.

So just like today, not all white papers speak the truth?!

White papers were used in science and medicine during WWII and the 1950s.

This continued until the widespread adoption of the PC and the expansion of commercial software in the 1980s.

Ever since then, white papers have been popular in the IT industry.

And in the 1990s, the Web provided an inexpensive distribution channel that sparked the explosion of white papers over the past 30 years.

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Where are white papers today?

The number of white papers is growing exponentially.

And here’s proof.

In 2002, I ran a Google search for the phrase “white papers” that yielded 2.8 million hits.

A decade later in 2012, the same search got 39.5 million hits: 14 times as many.

Twenty years later in 2022, the same search yielded 782 million hits: more than 50 times as many as a decade earlier…. and 279 times as many as 20 years ago.

Here’s another data point. Over the past 10 years, the annual surveys by the Content Marketing Institute have found that white papers are used by an average of 6 out of 10 of B2B marketers surveyed.

I think we can all agree that the Web is awash in documents called “white papers.” In many sectors, these are a standard part of the marketing toolkit.

That’s because truly effective white papers get results. They get seen by B2B decision-makers and passed around buying committees.

White papers help drive purchases worth billions of dollars worth of products and services every year.

But there’s one problem…

This label is applied indiscriminately to documents that are nothing but thinly veiled sales pitches.

For this reason, the term “white paper” risks becoming devalued.

It may be better to use a different name, such as:

• Executive briefing

• Guide

• Handbook

• Research report

• ROI calculator

• Special report

• Technology backgrounder

Both the 2022 and 2023 Netline reports on content consumption found that B2B readers, even in IT, preferred to download documents called “ebooks” or “guides” far more often than plain old white papers.

For more discussion, see my newsletters for April 2022 and for April 12, 2024.

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Where are white papers going in the future?

White papers will likely continue to be popular with B2B marketers and prospects.

Yet many new formats for delivering information are being explored.

For the kinds of content in a white paper, these new formats include:

• Audios and podcasts

• Explainer videos

• Microsites

• Recorded webinars

Other mediums on the horizon include 3D immersive experiences (aka the metaverse) and virtual trade shows. Other new mediums will no doubt be invented as well.

Although these formats can offer a more engaging experience than simply reading, they usually require higher budgets, more skills, and sophisticated production.

A few companies have published materials they dubbed “video white papers.” But it’s not useful to call these “white papers” since they are not delivered as narrative text in a printable format.

Those who call some other medium a “white paper” are simply trying to trade off the popularity and impact of these documents.

For a longer discussion, see my article “When is a white paper NOT a white paper?”

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Won’t all white paper writers soon be replaced by AI?

White papers are challenging projects that require a subtle combination of writing to explain and writing to persuade.

That makes these documents the last projects that AI will likely be able to handle.

AI writing tools like ChatGPT are best for creating writeups of events with prescribed outcomes like sports events or the stock market.

After all, if a Little League team wins a baseball game, it doesn’t take a post-graduate degree in journalism to write that up.

If a stock goes down by 5% it doesn’t take “a brain the size of a planet” to write about that.

Prediction: As long as any business person anywhere still needs to understand an issue, solve a problem, or make a decision, they will need some sort of information package analogous to a white paper.

And it will most likely be human beings who assemble this information.

So the skills people develop working on white papers will be in demand for a long, long time.

For a longer discussion, see my article “Will AI replace white paper writers?”

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If you have any questions about white papers that aren’t answered here, or you find an answer that isn’t clear, please e-mail Gordon at That WhitePaperGuy.com

I’ll do my best to answer.

Originally published: August 2005. Last updated: 14 April 2024. 

The post White Paper FAQ (Frequently Asked Questions) appeared first on That White Paper Guy.

https://thatwhitepaperguy.com/wp-content/uploads/2024/04/Quick-tip-Shun-the-TIONs.mp3

I see them all across the nation, to my total consternation: puffed-up words that end in TION.

Too many people play this game of word puffery.

You just add TION to any verb, and “poof!” it turns into a noun. 

But in my book, that’s going in the wrong direction.

I believe any TION tends to move us away from concrete details into the wispy clouds of abstraction.

That’s for sneaky bureaucrats with something to hide.

Or salespeople who want to sound important without actually saying anything.

Here are three excellent reasons why writers should shun the TIONs:

• They waste words

• They encourage passive voice

• They bore audiences

You know how we always hear that telling a story sparks engagement?

I believe using a bunch of TIONs is the exact opposite of telling a story.

Where a story is concrete, direct, and specific, a report packed with TIONs is abstract, indirect, and vague.

Is that really how you want your white paper to sound?

While we’re at it, let’s throw out all the other variations like ATION and IZATION and the UK version spelled ISATION.

Sure, sometimes you can’t avoid using a TION word like “administration” or “regulation.”

But when you write, try to keep them to a minimum.

And when you revise, see if you can get rid of any that slipped in.

Some of my least favorite TIONs

The following table shows 25 of the TIONs I dislike the most, along with how to restate them using shorter, simpler verbs.

Do you have some more of your own?

"TION" NOUNSHORTER, SIMPLER VERBS Allocation
Allot, assign, distribute ApprobationApprove, back, support ApproximationGuess, estimate, reckon CollaborationPartner, team up, work with CompensationPay, reimburse, reward DigitalizationConvert, computerize, scan DuplicationCopy, match DeletionClear, discard, remove EradicationReduce, remove, wipe out Evaluationassess, measure, review FabricationBuild, construct, make HybridizationBlend, combine, mix ImplementationCarry out, deploy, make happen IntegrationConnect, install, join ItemizationCount, detail, list LocalizationAdapt, convert, translate MonetizationEarn, make money, profit OptimizationEnhance, improve, streamline ParticipationHelp, join, take part PersonalizationAdapt, customize, tailor RepresentationDepict, show, symbolize SecuritizationConvert, finance, secure Utilization Employ, use VisualizationDepict, imagine, show VocalizationSay, sing, speak

P.S. I used ChatGPT to help develop this list of TIONs and DALL-E to generate the rice bowls in the graphic (they needed a lot of touchups).

For more quick tips like this, get my free newsletter White Paper World

The post Quick tip: Shun the TIONs! appeared first on That White Paper Guy.

• Quick tip: Shun the TIONs!

• Still relevant: My 2014 interview in Huffington Post [with samples]

• Still irrelevant: Some poor advice on white papers

• April Book Giveaway: Send me bad advice

Listen to this edition (10 minutes total):

https://thatwhitepaperguy.com/wp-content/uploads/2024/04/39-White-Paper-World-39-April-12-2024.mp3

Quick tip: Shun the TIONs!

2.5 minute read. 3.5 minute listen. 

https://thatwhitepaperguy.com/wp-content/uploads/2024/04/Quick-tip-Shun-the-TIONs.mp3

I see them all across the nation, to my total consternation: puffed-up words that end in TION.

Too many people play this game of word puffery.

You just add TION to any verb, and “poof!” it turns into a noun. 

But in my book, that’s going in the wrong direction.

I believe any TION tends to move us away from concrete details into the wispy clouds of abstraction.

That’s for sneaky bureaucrats with something to hide.

Or salespeople who want to sound important without actually saying anything.

Here are three excellent reasons why writers should shun the TIONs

• They waste words

• They encourage passive voice

• They bore audiences

You know how we always hear that telling a story sparks engagement?

I believe using a bunch of TIONs is the exact opposite of telling a story.

Where a story is concrete, direct, and specific, a report packed with TIONs is abstract, indirect, and vague.

Is that really how you want your white paper to sound?

While we’re at it, let’s throw out all the other variations like ATION and IZATION and the UK version spelled ISATION.

Sure, sometimes you can’t avoid using a TION word like “administration” or “regulation.”

But when you write, try to keep them to a minimum.

And when you revise, see if you can get rid of any that slipped in.

Some of my least favorite TIONs

The following table shows 25 of the TIONs I dislike the most, along with how to restate them using shorter, simpler verbs.

Do you have any more of your own?

"TION" NOUNSHORTER, SIMPLER VERBS Allocation
Allot, assign, distribute ApprobationApprove, back, support ApproximationGuess, estimate, reckon CollaborationPartner, team up, work with CompensationPay, reimburse, reward DigitalizationConvert, computerize, scan DuplicationCopy, match DeletionClear, discard, remove EradicationReduce, remove, wipe out Evaluationassess, measure, review FabricationBuild, construct, make HybridizationBlend, combine, mix ImplementationCarry out, deploy, make happen IntegrationConnect, install, join ItemizationCount, detail, list LocalizationAdapt, convert, translate MonetizationEarn, make money, profit OptimizationEnhance, improve, streamline ParticipationHelp, join, take part PersonalizationAdapt, customize, tailor RepresentationDepict, show, symbolize SecuritizationConvert, finance, secure Utilization Employ, use VisualizationDepict, imagine, show VocalizationSay, sing, speak

P.S. I used ChatGPT to help develop this list of TIONs and DALL-E to generate the rice bowls in the graphic (they needed a lot of touchups).

Still relevant: My interview in HuffPost

3.5 minute read. 

Veteran marketer John Fox just reminded me of the interview we did for Huffington Post… 10 years ago!

In some fields, 10 years is an eternity.

During that time, content marketing moved from a would-be-nice to a must-do for every marketer… and an excellent source of work for any B2B writer.

So I’m pleased with how well that interview from 2014 stood the test of time.

Even though a couple of links are broken from companies that merged or went under, all the basic concepts are evergreen.

Here’s how it starts.

I am here to tell you that rumors of the death of the white paper are greatly exaggerated. And they’re not just for the Fortune 500. White papers may have the longest shelf life of all content, and they can be sliced and diced to meet a variety of marketing purposes. —John Fox

John goes on to describe a certain “fatigue factor” with white papers.

I reply that people do get tired of a format when they never see it done properly.

You can see that full piece from the HuffPost here.

During the interview, I mentioned two white papers I worked on.

Here’s a brief discussion and link to each sample so you can see those for yourself.

A non-traditional backgrounder (vanilla) white paper

Click to see the full PDF

This little handbook describes a tour of a fictional company called the Acme Tricycle Works.

This is certainly not a traditional format. It’s the size of a paperback with color photos on almost every page.

To reach as many people as possible, it’s written in simple text, like a young adult book.

This guide achieved its purpose: to explain the features and benefits of our offering in a memorable way.

And it really did help the company land millions of dollars worth of sales.

A classic problem/solution (chocolate) white paper

Click to see the full PDF

I wrote this white paper for an innovative marketing company called Moving Targets.

This is a classic chocolate flavor aimed at local retailers aka “Mom & Pop” shops.

The problem is the fact that some customers stop buying every year called “customer erosion.” Maybe they move away, get disenchanted, or even die.

The solution is to continuously replace those customers with fresh arrivals in the neighborhood, using the sponsor’s unique marketing services.

I like these two samples because they show how white papers can be colorful and accessible and still powerful.

To me, these two white papers for totally different audiences, about totally different subjects, are both done quite effectively. What do you think?

Still irrelevant: Some poor advice on white papers

2 minute read. 

I’m happy that my advice about white papers from 10 years ago hasn’t gone out of date.

But not all white paper “wisdom” has fared so well.  

Here are two examples of bad advice I’ve encountered over the years.

Outdated advice #1: Make them as jazzy as possible

A graphic that’s just too busy for any white paper
by Tim Robinson in the New York Times

Here’s some misguided advice I heard more than 20 years ago:

Use lots of color and pizzazz in your white papers. Make them as jazzy as possible to keep people awake.

But wait a minute.

White papers are supposed to be authoritative, persuasive essays built from facts and logic for skeptical B2B prospects.

How does jazz and pizzazz work for those documents?

It doesn’t. That was ridiculous advice then… and it’s still ridiculous today.

Outdated advice #2: There are 12 different types

When I first started writing white papers, all the “experts” agreed there were 8, 10, or 12 types of white papers. Or even more.

After a few years, I sat down to make a list of all my projects.

I was delighted to find I’d worked on more than 100 white papers. And I took a minute to look at each one.

An astonishing thought struck me: Nearly all the white papers I’d written fell into only three buckets.

It was a sweltering summer day and my kids were begging for ice cream.

On that trip for ice cream, I came up with my three flavors of white papers: vanilla, chocolate, and strawberry.

And from that day on, I no longer agreed there are 8 or 10 different types of white papers.

My three types cover 4 out of 5 white papers. Believe it.

And to find out more, see my free infographic on those three flavors.

April Book Giveaway: Send me bad advice

1 minute read. 

Have you ever heard something about white papers that you don’t think is right?

That can even be something I said. I don’t mind.

So send it to me and tell me why you don’t agree.

And if you send me something, I’ll enter your name in my April Book Giveaway.

The winner gets to choose any title from my list of recommended books on white papers (and everything else)

To enter, drop me an email at gordon @ thatwhitepaperguy.com by 6 PM Eastern Wednesday, April 17, 2024.

I’ll publish the winning entry with a mini-profile of our new winner.

That’s all for now

Please pass this newsletter along to anyone else you think would appreciate it.

You can see all the previous issues of White Paper World here: www.thatwhitepaperguy.com/newsletters/

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To make sure you see every future issue, visit:
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And good luck with all your writing projects!

Gordon Graham
That White Paper Guy

The post White Paper World 39: April 12, 2024 appeared first on That White Paper Guy.

But there are some surprising similarities.

To start, consider the clear, sparkling style of a well-written white paper.

Doesn’t that remind you of the crisp, refreshing taste of an ice-cold beer?

Beyond that, here are five more parallels between creating a white paper and brewing beer.

Plus, I’ve included some practical tips on putting together an effective white paper.

Think of those as a side of beer nuts to munch on as you go.

White papers and home-brew #1: Both take a good recipe

Any effective white paper must be carefully planned, with specific ingredients mixed together in the proper proportions.

You can create different flavors of white papers.

Depending on the flavor you want, you gather all the proper ingredients: the right topic, research, argument, call-to-action, and graphics.

Even small mistakes in your facts, logic, or campaign can take away from the appeal of your finished white paper.

And you may have some specific metrics you want to reach, like the total word count, readability, and publication date.

Any tasty beer is also planned according to a proven recipe, with specific ingredients mixed together in the proper proportions.

You can create different flavors of beer.

Depending on the flavor you want, you gather all the proper ingredients: the right barley, hops, yeast, and water. Plus clean bottles and brewing gear.

Even small deviations from the recipe can cause a whole batch to fail.

And you may have some specific numbers you want to reach, like the alcohol content, IBU flavor profile, and brewing schedule.

Tip: After working on 320+ white papers, I find these fall into three main flavors:

• Problem/solution (chocolate)
• Product backgrounder (vanilla)
• Numbered list (strawberry)

And you can mash up a numbered list with either other flavor.

For more details, get my free infographic.

White papers and home-brew #2: Both take patience

Good things come to those who wait. And this adage applies equally well to white papers and homemade beer.

A white paper takes several weeks to develop properly.

You need to consider your arguments, choose the right evidence, and ensure that your paper’s logic is sound.

With the right timing, a white paper can catch a hot topic, support a product launch, or answer a prospect’s pressing questions.

But any document rushed out too soon may be lacking:

• The research may be missing

• The argument may be shallow

• The writing may be unfinished

And in the end, that white paper won’t win many fans.

A homemade beer takes several months to finish properly.

You need to consider your recipe, choose the right ingredients, and ensure that your process is squeaky clean.

With the right timing, a batch of beer can develop the perfect flavor, support a special event, and satisfy a drinker’s thirst.

Any batch rushed out too soon may be lacking:

• The alcohol may be missing

• The carbonation may be shallow

• The fermentation may be unfinished

And in the end, that batch of beer won’t win many fans.

Tip: Don’t send a white paper draft to your client or reviewers the minute you finish it. Instead, sleep on it. Reread it in the morning. Or get your PC to read it to you out loud. You will find some things you can polish up.

White papers and home-brewing #3: Both take a team

Creating a white paper and brewing beer are both team sports.

A white paper needs a team with many players:

• Subject matter experts (SMEs) to help provide the content

• A writer to assemble the facts and arguments

• Reviewers to make sure the content is correct

• A designer to put together readable pages

• Marketing people to spread the word

If you miss any member of the team, your white paper will suffer.

I can’t imagine researching, writing, editing, designing, and publishing a white paper all by myself… and I’ve worked on more than 320 of them.

Home-brewing also needs a team with several players:

• Beer experts to help provide the recipe

• A brewmaster to assemble the ingredients and gear

• Brewing buddies to help with the process

• A designer to put together a cool label

• Friends and neighbors to spread the word

If you miss any member of the team, your homebrew will suffer.

I can’t imagine washing bottles, hauling water, boiling, mashing, fermenting, and bottling a whole batch of beer all by myself. And I’ve made many batches.

White papers and home-brew #4: Both take presentation

  Click to see this white paper

A poor container can ruin even the finest goods.

For a white paper, the best words can be destroyed by an unreadable design.

The design must not look like a wall of gray text.

To get opened, your white paper must have an appealing cover, like this one.

A white paper must feature a design that looks scannable, readable, and professional.

That way, your prospects will want to try it.

For a homebrew, the best pour can be spoiled by a cruddy glass.

The beer must not look like the Dead Sea with something swimming in it.

To get sampled, your beer must look appealing.

A homebrew must have the right color, head, and haziness to look drinkable.

That way, your buddies will want to try it.

Tip: This site includes lots of tips on white paper design. If you’re a white paper sponsor or writer, feel free to pass them along to your designer.

White papers and home-brew #5: Both provide something valuable

Both a good white paper and a tasty beer offer unique value.

A good white paper offers insightful analysis, lively writing, and memorable graphics.

The value comes from providing the evidence, logic, and perspective to help a business person understand an issue, solve a problem, or make a decision.

A good homebrew offers a satisfying pour, rich flavor, and a pleasant aftertaste.

The value comes from providing enough fizz, taste, and alcohol to help a friend take a break, get off their feet, or enjoy a few minutes of pleasure.

Conclusion: Brewed to perfection

Whether you’re a seasoned white paper writer or a homebrewing enthusiast—or both—these two pursuits share some strong parallels.

Both require the proper recipe, enough patience, the right team, and a good presentation.

So next time you decide to write a white paper or start a batch of beer, take a moment to reflect on the shared passion that drives both crafts.

And here’s hoping all your projects turn out “brewed to perfection.”

Cheers!

P.S. This article was co-written with ChatGPT 3.5

Could you tell? Here’s how I did it:

Brainstorming: I started with the topic and asked the AI for ideas. After three prompts, it came up with an acceptable set of points.

That saved me a fair bit of time. Instead of casting around for ideas, I jumped straight into writing.

Drafting: I asked ChatGPT to develop each idea. I asked it to follow my style, starting with a few sentences about white papers and then a parallel passage about homemade beer.

That was too much for it.

It kept smushing together both sides of each item into run-on sentences, circling back and repeating the same ideas.

So after a few tries I let it alone. I finished the draft myself.

So I ended up using ChatGPT to do a rough first draft and then rewrote just about every line. Three times.

Wrapping up: Finally, I asked the AI for a suitable figure of speech to tie the whole piece together. It came up with a few, including:

• “The perfect blend of substance and style”

• “Brewed to perfection”

• “A head above the rest”

• “Brewing up a storm”

I picked “brewed to perfection” to use in the conclusion.

Summary: I can’t honestly say ChatGPT “co-wrote” this piece.

But I can say that in only a minute or two, it saved me an hour of pondering and gave me some ideas to cover.

This proves again that a key strength of AI is to propose thoughts for a writer to develop.

This works especially well for a numbered list, just like this article, or a strawberry-flavored white paper.

Originally published June 22, 2023. Updated April 6, 2024

For more fun articles like this, get my free newsletter White Paper World

The post White papers and… making your own beer?! appeared first on That White Paper Guy.

• Quick tip: Here’s how to handle LSD

• Fresh content: White papers and… the Greek gods?!

• March book winner: Erica Vega

• Marketing Warfare and fabulous flanking

• Remembering John Gallop

Click here to listen to this entire issue, 16:15 minutes

https://thatwhitepaperguy.com/wp-content/uploads/2024/03/White-Paper-World-39-March-22-2024.mp3

Quick tip: Here’s how to handle LSD

3 minute read. 3:15 minute listen.

https://thatwhitepaperguy.com/wp-content/uploads/2024/03/Quick-tip-How-to-handle-LSD.mp3

No, this isn’t advice on avoiding bad trips.

This is about writing numbers crisply and clearly.

And to do that, you need to know how to handle the Least Significant Digit (LSD).

One of my pet peeves is false precision: a number that suggests more accuracy than it can possibly convey.

For example, suppose a company reports on a survey of 3,000 people like this:

And 53.17% of respondents agree you can’t trust anything you find online.

But 53.17% of 3,000 people = 1,595.1 people.

That can’t be. What is 0.1 of a person? They’ve botched the LSD and stated an impossibly over-precise figure.

Which number should you use?

To avoid false precision, drop anything past the least significant digit.

In other words, use the fewest possible digits to convey a number as precisely as you need.

So a better way to report that number is to say:

And 53% of respondents agree you can’t trust anything you find online.

Even better, use both words and numbers:

More than half the respondents (53%) agree you can’t trust anything you find online.

How do you know which digits are significant?

It’s all about the context.

For instance, say you drive to a meeting.

If someone asks how far you drove, you probably say “about 40 miles.”

In casual conversation, you round a trip to the closest 10 miles. The LSD is the “4” in “40.”

But when you fill in your expense report, you write “43 miles.” To get all the credit you can, you use more precision. So the LSD becomes the “3” in “43.”

Meanwhile, your trip odometer says you drove 43.27 miles.

Few people care about 0.27 of a mile. But in a measuring instrument like an odometer, we expect maximum precision.

How to blend numbers and narrative

When reporting numbers in a white paper, blend them into the narrative so your reader doesn’t have to stop to think about them.

I often give an approximation in words and then show the number after, like this:

• almost 3 out of 4 (73%)

• more than 4 out of 5 (86%)

White paper readers are busy people. They’ve taken precious time to read your work.

It’s worth spending a bit of your time making sure your numbers are crisp, clear, and easy to handle!

Theseus and the Minotaur shown in the style of ancient Greek pottery

Fresh content: White papers and… the Greek gods?!

Full article 3.5 minute read. 6 minute listen.

In ancient Greece, tales of the gods served to inspire, caution, and educate mortals.

Today these legends can guide us to create white papers that ascend to the heights of Mount Olympus.

From the wise strategy of Athena to the red thread of Theseus…

from the musical harmony of Apollo to the speedy delivery of Hermes…

these timeless myths can still inspire white paper writers today.

Read my full article on white papers and the Greek gods.

Or click here to listen:

https://thatwhitepaperguy.com/wp-content/uploads/2025/03/White-papers-and-the-greek-gods.mp3

March book winner: Erica Vega

3.5 minute read. 3 minute listen.

https://thatwhitepaperguy.com/wp-content/uploads/2024/03/March-2024-book-winner-Erica-Vega.mp3

Last month I asked subscribers to send in shoddy statistics. Among the readers I heard from is Erica Vega, this month’s book winner.

Erica Vega, versatile copywriter

I met Erica when she signed up for a white paper program I taught through AWAI.

She caught my attention with her quick grasp of the material and all-around lively and accomplished writing style.

Since then, Erica has been on an eventful journey.

After building a thriving freelance business near Chicago, Erica had to deal with the loss of two family members: her stillborn daughter and her mother.

“Grief takes so much work,” she says. “And I just didn’t have the energy to work one-on-one with so many people.”

So she stepped back from dealing with clients to become a full-time copywriter for a property and casualty insurance company based in Illinois.

Today Erica writes both B2B for insurance agents and B2C for customers. Working remotely, she appreciates her company’s enlightened management.

“I really could not have asked for a better situation,” she says. She enjoys the stability of full-time work plus the variety of many different projects.

She writes blogs, e-mails, newsletters, scripts, templates, web pages, and anything else that comes up.

And while she’s happy with her job, Erica isn’t one to sit still.

As a side project, she’s starting a money-making website to help people like tarot card readers and Reiki teachers build their businesses.

She’s been drawn to this world all her life. And she recently began to listen more carefully to the unique language of its practitioners.

“I haven’t seen a leader in this space in terms of teaching people how to market, advertise, and run a business,” she says. “So that’s what I intend to do.”

As a bridge between the mystical and the practical, Erica will help people in this under-served niche build more viable and sustainable businesses.

Good luck, Erica!

Erica’s shoddy statistic

Erica suggested the old chestnut:
“Muscle weighs more than fat.”

“I’ve heard that from doctors and fitness coaches. And I used to repeat that myself,” she admits.

But when Erica said it to her coach at the gym, he quickly corrected her.

“Muscle doesn’t weigh more than fat,” he said. “Five pounds is five pounds.”

The confusion comes from the fact that muscle is more dense than fat.

Just as a pound of steel is small and hard, a pound of marshmallows is big and fluffy.

But a pound is still a pound, no matter how much volume you need to get to that weight.

Thanks, Erica, I hope we all remember that.

Marketing Warfare and fabulous flanking

2 minute read. 2 minute listen. 

https://thatwhitepaperguy.com/wp-content/uploads/2024/03/Marketing-Warfare-and-fabulous-flanking-campaign.mp3

For her book prize, Erica Vega picked Marketing Warfare by Al Ries and Jack Trout, one of my personal favorites.

This book taught me the four types of marketing campaigns: offensive, defensive, guerrilla, and flanking.

White papers can be used for any type, but my favorite is a flanking campaign.

Here’s how it works:

Often one firm is the dominant player in a certain space, the acknowledged king of the hill with their own castle.

You could attack them directly.

But that’s an offensive campaign, fighting your way up a mountain against a fortified position. Hard to do and you have no guarantee of success.

It’s much easier to use a flanking campaign.

That’s where you turn your back on the incumbent, find a nearby mountain, and declare yourself king of that hill.

This works really well in tech, where you can create a new category with a cool acronym that suggests the latest and greatest.

Then you can steal customers away from the incumbent by calling them over to your mountain.

It’s hard to fight your way up a mountain

Now, if that company wants to fight, they have to claw their way up your mountain.

And you get to wage a defensive campaign, which is probably the easiest of all.

I’ve done white papers to help software companies outflank their competitors and it’s always a thrill.

You can tell it’s working when a much bigger, more established company starts taking potshots at your new acronym.

Sometimes they even publish their own white papers to criticize yours. And the battle is on!

Remembering John Gallop

1 minute read. 1:45 minute listen.

https://thatwhitepaperguy.com/wp-content/uploads/2024/03/Remembering-John-Gallop.mp3

We fell silent for a month as our family grieved the death of my father-in-law.

John Gallop canoeing

John was a kind and gentle Dad to my wife and partner Angie.

He was also a wise “Grandpa Gallop” to our children and a faithful husband of 56 years to his wife Kathy. 

A lifelong hunter and fisherman, John was probably never happier than when he was out on the water.

This photo shows him on a day when the bush town of Searchmont flooded. As the principal of the town’s school, he paddled along the flooded highway to check on the building.

On the way, when he saw any students out in their yards, he yelled, “C’mon! We’re going to school!” as though his canoe was replacing the school bus. 

A Canadian through and through, John played hockey well into his 70s and watched games on TV until the end.

He was always a great storyteller. In his final year, he wrote a 73-page memoir that I had the pleasure to read before I wrote his eulogy. You can see that here.

John was known to everyone who met him as a gentleman with a kind heart, a quick smile, and an amusing story to share.

We miss you, John. We always will. Rest in peace.

That’s all for this issue

Gordon Graham, That White Paper Guy

I hope you find this newsletter interesting and useful.

Please pass this along to anyone you think would appreciate it.

You can see all the previous issues here: www.thatwhitepaperguy.com/newsletters/

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Gordon Graham
That White Paper Guy

The post White Paper World 38: March 22, 2024 appeared first on That White Paper Guy.