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

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Giới thiệuInsightful tips to master white paper writing and marketing 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 rea...
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Giới thiệu

Insightful tips to master white paper writing and marketing 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. The first of its kind, Writing White Papers provides critical how-to details for every step of any white paper project—from performing the needs assessment to attracting prospects with creative marketing tactics. With this book, you will learn to: * Create outlines that work * Master interviewing techniques * Focus content on your readers * Inject persuasion into your paper * Quickly find research data * Write the core parts for any white paper * Craft compelling titles * Apply proven marketing techniques Whether you have been tasked to write a white paper for your company, are a freelance writer wanting to grow your practice or a student seeking to master the art of writing white papers, this book will be your priceless guide.

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From the Inside Flap

White papers are at the forefront of an educational marketing revolution. Powerful enough to lure readers and able to persuade with unyielding strength, the well-written white paper is a super weapon in the marketing professional's arsenal.

Wearing many hats, the white paper can talk business or converse technically, and it can inform or influence. Best of all—it is highly sought-after. The white paper's underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business. This book aims to equip anyone with the tools necessary to immediately begin writing white papers that attract readers and keep them engaged.


About the Author

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 world's most recognized companies, including Microsoft, Federal Express, Motorola, Monster, Hewlett-Packard, Cardinal Health and SAP.

Most Helpful Customer Reviews

Format: Hardcover
For those who are interested in understanding the potential value of white papers to business development and customer relationships, this book and Robert Bly's The White Paper Marketing Handbookare the most valuable resources on the subject that I have as yet encountered. I strongly recommend both. Opinions vary as to the origin of the genre. Both Bly and Stelzner seem to agree that white papers can be traced back at least to early in the 20th century when what was then referred to as a "white book" consisted of information published by a national government. Perhaps the most famous is the "British White Paper of 1922" (also known as the "Churchill White Paper") in which the political conflict in Palestine is discussed. Interest in the commercial potentialities of white papers has increased rapidly and substantially in recent years and my own opinion is that exploration and fulfillment of those potentialities has only begun.

In this volume, Stelzner offers his detailed definition of a white paper: "...a technical or business benefits diocument that introduces a challenge faced by its readers and makes a strong case why a particular approach to solving the problem is preferred. A white paper usually proposes a solution to a problem, but can also introduce a new concept or describe how to perform technical tasks.

He explains with rigor and eloquence "how to capture readers and keep them engaged."He suggests that there are four primary types of white papers: technical white papers tend to be targeted at engineers, business benefits white papers are usually targeted at decision-makers in management positions, hybrid white papers are usually targeted at both influencers (e.g.Read more ›
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18 of 18 people found the following review helpfulBy Meryl K. Evans on January 16, 2007
Format: Hardcover
Thanks to Web sites and email newsletters, white papers have become a great way to market a product or service. A visitor can get a free white paper in exchange for signing up for an email newsletter or basic information. People can't resist a free offer and white papers -- when done right -- can educate and inform.

Sure, a business wants to show how it has the solution to the problem identified in the paper. But a well-written white paper does more than market a solution. It also establishes a person or business as a thought leader, introduces a new idea or concept, and explains how something works. Too many white papers turn into infomercials and Stelzner walks the reader through the process of creating an effective white paper.

Stelzer covers everything including needs analysis, research, interviews, and other important steps in the white paper writing process beyond the actual writing. I've downloaded or received many white papers and few get my attention. For some, the title can scare a reader out of reading it. These titles sound like something written by a PhD for others in the field.

As a freelancer writer, I've written a few white papers and not with as much confidence as I would like. Writing White Papers gives me all the information I need to thoroughly and confidently write the next one without any lingering doubts or fears.

Writers who write few or no white papers will appreciate the chapters on "Interviewing," "Researching," "Writing the First Page," "The Compelling Title," and "Writing Tips and Strategies." The advice in these chapters applies to various types of writing.Read more ›

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Link: http://www.amazon.com/Writing-White-Papers-Capture-Readers/dp/0977716937/
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