Tutorial on how to write a technology white paper to increase sales. Examples of how to structure, format, and write more persuasive content to win business

1. How to
Write
White Papers
that wins more business
www.KLARITI.com

2. Do you find it
difficult to
write white
papers?

3. Hi, I’m Ivan Walsh
www.Klariti.com

4. How to write persuasive
White Papers

5. Use
White Papers
to
establish authority

6. 3 goals
Be interesting
Demonstrate authority
Build credibility

7. Who reads them?
experts (not technical)
Decision makers
Tech Journalists
Time poor

8. The Executive Summary
‘pre-sells’
the White Paper

9. Write the executive summary so it can be read independently of the white paper

10. Executive summary
Don’t copy introduction
Summarize key points
Make sales pitches
Generate enthusiasm
Mirror main document
Be interesting

11. How to
write your
white paper

12. White paper writing tips
Avoid jargon, clichés
No emotional language
Consider your readers
1 idea per paragraph
Stand over everything
Use sub-headings

13. White paper structure
Define scope (in/out)
Provide context
Explain approach
You’re recommending?
In a nutshell…
It stands alone

14. A white paper answers
The potential solutions
The problem to be solved
A recommendation

15. Start by
Avoiding assumptions
Orienting the reader
Answer in one sentence

16. Language to use
Active voice
Specific, concrete
Positive phrasing

17. In white papers
Subject/verb close
Use parallel construction
Remove waffle

18. Persuade the reader by
1st
sentence intro topic
One idea per paragraph
2nd
sentence links next

19. think of
readers as
potential investors

20. Be different or else…
Investors are v savvy
Why are you the best?
Stand over every word

21. Cite references
Add links in endnotes
Credible references
Testimonials

22. I know I’m nagging but…

23. No one reads your white paper
if
the executive summary sucks

24. Images and charts
Help reader understand
Compliment text
Indicate relationships

25. White paper writing
Don’t coin new words
everyday language
Connect ideas
Write to be scanned
Put bottom line at start
Consider search engines

26. How to
test your
white paper

27. Review three times
Print out, read from end
Read aloud
Reduce word count

28. 1. Ask others to read it
2. Sounds right?
3. Would you buy it?
4. Explain in 1 sentence
5. Every revision helps

29. Takeaways

30. 1. Write several drafts
2. Readers want facts
3. Make it remarkable
4. Revise in waves
5. Share and promote

31. Please
Tweet, Like, or Subscribe!
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