Articles on white papers

See below for additional articles on writing case studies and writing effective B2B copy.

How to "clone" a white paper for multiple audiences

Most white paper readers want content directed right to them. But what if you have two or three different audiences? How can you engage them all?    read more ->

How to refresh an old white paper

How long can a company use the same white paper? As long as it works, really. There is no "best-before" date on a white paper, no set time when it must be withdrawn from circulation.    read more ->

♦ Tips on writing white papers as tips

Google a phrase like "17 tips" and you'll see at least 100 million hits?! Why do "tips" rule? And how can you harness this compelling format to write white papers?    read more ->

♦ Who needs white papers, anyway?

What kind of companies need white papers? Here are three simple questions that will give you the answer...    read more ->

♦ Jazz up your white papers with cost-effective graphics

Every white paper needs at least one effective graphic. The problem: Not every white paper has a budget for custom graphics. Here are two cost-effective tools that can really help out...    read more ->

♦ Don't rush your white papers

The day before my holidays this summer, I got an urgent call from the CEO of a software firm. He was looking for six technical white papers (~65 pages) to be done in five weeks. I told him that didn't sound possible...    read more ->

♦ Seven places to post your white paper: free!

Here are seven Web sites that can present your technology white paper to the world, free. Use them today to gain a wider audience...    read more ->

♦ Two new books on writing white papers

At last, two new books explain how to write a white paper, and how to market the modern way, with useful content...   read more ->

♦ Tips on terrific titles for white papers

Which white paper would YOU sooner read: "Implications of business intelligence methodologies on operational efficiencies" or "Six Things Every IT Manager Must Know about Data Warehousing"?    read more ->

♦ How to use white papers to grow a healthy crop of leads: 20 tips from Bitpipe and KnowledgeStorm

Few people on earth have seen more white papers than Jay Habegger, CEO of Bitpipe, probably the Web's largest service that hosts these documents. For his part, Executive VP of KnowledgeStorm Jeff Ramminger knows a little something about white papers too...    read more ->

♦ White papers help Vircom build mindshare, win awards and sell software (+19 tips you can use to follow their lead)

When anti-spam developer Vircom released a controversial white paper, its Web site started getting hits. So many hits, they wondered if someone had launched a DoS attack against the company...   read more ->

Articles on case studies

How to get customers to agree to a case study

Dollar for dollar, customer stories are the best investment any software firm can make in marketing collateral. But how do you find the right customers? Secure their approvals? If you're wondering, this new book will set you straight.    read more ->

♦ Get the most bang from your case study buck

Whatever you call them, an extended testimonial is one of the most powerful marketing pieces any firm can produce. But what does it take to create a great case study? And after you've got it, how do you use it?    read more ->

Articles on copywriting

How to double the response to your copy

My friend Ivan Levison is a well-known and talented direct-response copywriter for the software biz. And he's just put out a free special report packed with tips and hints on how to improve your response rates.    read more ->

♦ Why you should write in small bursts of time

People frequently tell me they don't have the time to write. "I'm too busy," they say. Or "I know that white paper is important, but I just can't seem to get around to it."    read more ->

♦ 13 secrets of effective copywriting for software firms

Let's face it, selling by e-mail and the web is all about the words. So if you plan on pitching anything to prospects—from a free download to a webinar—you need good copywriting to do it...    read more ->

♦ Why you must seek out and destroy hype

Too many white papers suffer from wishful thinking, unattributed factoids, vacuous logic, and good old-fashioned hype. Here's why hype is your worst enemy, and why you must seek it out and destroy it...    read more ->

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