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White Papers for Dummies

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. The fact-based documents known as white papers have been called the ?king of content.? No other B2B marketing piece can do more to generate leads, nurture prospects, and build mindshare. Where white papers were once used only by technology firms, they are becoming ?must-have? items in the marketing toolkit for almost any B2B firm. Practically every startup must produce a white paper as part of its business planning. But writing effective white papers is a big challenge. Now you can benefit from the experience of a white paper specialist who?s done more than 200 projects for clients from Silicon Valley to Finland, from mighty Google to tiny startups. Author Gordon Graham?also known as That White Paper Guy?provides dozens of tips and tricks to help your project come together faster and easier. White Papers For Dummies will help you to: Quickly determine if your B2B firm could benefit from a white paper Master the three phases of every white paper project: planning, production, and promotion Understand when and how to use the three main types of white paper Decide which elements to include and which to leave out Learn the best practices of seasoned white paper researchers and writers Choose from 40 different promotional tactics to get the word out Avoid common mistakes that many beginners make
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Table of Contents

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 Paper 87 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 Paper 197 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 Them 329 Chapter 18: Ten Tips on Designing a White Paper 335 Chapter 19: More Than Ten Ways to Spice Up a White Paper Title 341 Index 349

About the Author

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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