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9780977716937

Writing White Papers : How to Capture Readers and Keep Them Engaged

by
  • ISBN13:

    9780977716937

  • ISBN10:

    0977716937

  • Format: Hardcover
  • Copyright: 2006-08-30
  • Publisher: Whitepapersource Pub
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List Price: $34.95

Summary

The white paper is a crossbreed of a magazine article and a brochure. White paper guru Michael Stelzner reveals his secrets for creating compelling white papers that attract readers in droves.

Author Biography

Michael Stelzner is one of the world's leading authorities on the topic of writing and marketing white papers. He has written nearly 100 white papers for many of the worlds most recognized companies, including Microsoft, FedEx, Motorola, Monster, Hewlett-Packard, Cardinal Health and SAP. Michael is also the executive editor of the 20,000 reader WhitePaperSource Newsletter.

Table of Contents

Introduction ix
Chapter 1: A Primer on White Papers 1(14)
What Is a White Paper?
2(3)
Why White Papers Matter
5(1)
Why You Should Care About White Papers
6(2)
How White Papers Are Used
8(2)
Who Reads White Papers?
10(1)
How Have White Papers Evolved?
11(1)
The Emergence of White Papers as Marketing Tools
11(1)
White Paper Standards
12(3)
Chapter 2: The First Step: The Needs Assessment 15(10)
Ten-Step Process to Writing White Papers
15(2)
An Introduction to the Needs Assessment
17(1)
Selecting the Topic
18(1)
Identifying the Ideal Reader
19(2)
Secondary Readers
21(1)
Determining the Objective
22(3)
Chapter 3: White Paper Outlines 25(14)
Reader-Focused White Papers
25(4)
Outline Ingredients
29(4)
Outline Templates
33(4)
Getting Approvals
37(2)
Chapter 4: Interviewing 39(12)
Why Interviewing?
39(2)
The Art of Interviewing
41(2)
Setting Up Interviews
43(2)
Interviewing Large Groups of People
45(1)
Starting and Recording the Interview
45(2)
Keeping Expert Interviews Focused
47(4)
Chapter 5: Researching 51(8)
Using Google for Research
52(3)
Other Data Sources
55(4)
Chapter 6: Writing the First Page 59(10)
Lessons From IKEA
60(1)
The First Page Formula
60(3)
What to Avoid on the First Page
63(1)
Preparation for Writing
64(2)
Abstracts
66(3)
Chapter 7: The Compelling Title 69(10)
Titles Make or Break White Papers
69(2)
Important Title Crafting Tips
71(4)
Testing Titles
75(1)
Subtitles
76(1)
What to Avoid
77(2)
Chapter 8: Writing the Core 79(42)
Market Drivers
80(4)
Problem Development
84(8)
Historical Overview
92(5)
The Generic Solution
97(5)
Benefits
102(4)
The "What to Look for" List
106(4)
Using Examples
110(2)
The Specific Solution
112(5)
Conclude With a Call to Action
117(3)
About Summaries
120(1)
Chapter 9: Writing Tips and Strategies 121(12)
Translating Features Into Benefits
121(2)
Writing When You Are NOT the Expert
123(2)
Using Quotes to Strengthen Your Paper
125(1)
Writing Traps: What to Avoid
126(2)
Overcoming Writer's Block
128(1)
Using an Editor
129(4)
Chapter 10: Formatting the White Paper 133(8)
Cover Pages
134(1)
Illustrations, Charts and Photos
135(1)
Subheads and Extracts
136(1)
Using White Space
137(1)
Footers and Headers
137(1)
Columns
138(1)
Distribution: PDF Versus Print
138(3)
Chapter 11: Marketing With White Papers 141(16)
White Paper Lead Generation Challenges
142(1)
White Paper Syndication
143(1)
Qualifying a White Paper Syndication Vendor
144(3)
Leads Via Website Registration
147(5)
Driving Readership With Pay-per-Click Advertising
152(3)
Other Marketing Ideas
155(2)
Appendix I: White Paper Quick Start Guide 157(4)
Appendix II: White Paper Samples 161(20)
Sample 1: Versera White Paper
161(10)
Sample 2: One Touch Global Technologies White Paper
171(10)
Appendix III: White Paper Resources 181(10)
Index 191

Supplemental Materials

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