business tips for smart people
White Papers Examples
www.KLARITI.com
Hi, I’m Ivan Walshwww.Klariti.com
White Papersestablish authority
White Papersbuild influence
Who reads them?
experts (not technical)Decision makers
Tech JournalistsTime poor
A white paper answers
The potential solutionsThe problem to be solved
A recommendation
Persuade the reader by
1st sentence intro topicOne idea per paragraph
2nd sentence l inks next
Language to use
Active voiceSpecif ic, concrete
Posit ive phrasing
Start by
Avoiding assumptionsOrienting the reader
Answer in one sentence
Use social media to promotewhite papers
White paper goals
Be interestingDemonstrate authority
Build credibil i ty
White paper structure
Define scope ( in/out)Provide context
Explain approach
You’re recommending?In a nutshell…
It stands alone
White paper writ ing t ips
Avoid jargon, clichésNo emotional language
Consider your readers
1 idea per paragraphStand over everything
Use sub-headings
White paper writ ing
Don’t coin new wordseveryday language
Connect ideas
Write to be scannedPut bottom line at start
Consider search engines
Length of white papers
Enough to make decision1-2 pages
5-10 %
In white papers
Subject/verb closeUse parallel construction
Remove waffle
Images, Charts
explain conceptsadd value
show relationships
Be different or else…
Investors are v savvyWhy are you the best?
Stand over every word
1. Write several drafts2. Readers want facts3. Make it remarkable4. Revise in waves5. Share and promote
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