A fast and easy way to write winning white papers! Whether you're a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world's leading experts in the field.
A fast and easy way to write winning white papers! Whether you're a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world's leading experts in the field.
Gordon Graham -- also known as That White Paper Guy -- is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.
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Introduction 1
Part I: Getting Started with White Papers 9
Chapter 1: Unleashing the Power of White Papers 11
Chapter 2: An Exciting Opportunity for Writers 29
Chapter 3: The Past, Present, and Future of White Papers 47
Chapter 4: Just the FAQs on White Papers 57
Part II: The Three Flavors of White Papers 85
Chapter 5: Picking the Perfect Flavor for Your Next White Paper87
Chapter 6: The Backgrounder: As Basic As Vanilla 103
Chapter 7: The Numbered List: As Fresh As Strawberry 121
Chapter 8: The Problem/Solution: As Complex As Chocolate 143
Chapter 9: Mashing Up Different Flavors 171
Chapter 10: Special Ingredients for a White Paper 181
Part III: From Foggy Idea to Finished Document 195
Chapter 11: A Proven Process to Complete Your White Paper197
Chapter 12: Planning an Effective White Paper 207
Chapter 13: Producing a Powerful White Paper 225
Part IV: Succeeding with White Papers 251
Chapter 14: Doing Research: Think Like a Lawyer 253
Chapter 15: Write Like a Journalist 273
Chapter 16: Promote Like a Madman 305
Part V: The Part of Tens 327
Chapter 17: Ten White Paper Problems and How to Solve Them329
Chapter 18: Ten Tips on Designing a White Paper 335
Chapter 19: More Than Ten Ways to Spice Up a White Paper Title341
