business tips for smart people

White Papers Examples

www.KLARITI.com

Hi, I’m Ivan Walshwww.Klariti.com

Why write a

White Paper?

White Papersestablish authority

White Papersbuild influence

White Papers=

$ $ $

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

think of readers as

potential investors

Takeaways

1. Write several drafts2. Readers want facts3. Make it remarkable4. Revise in waves5. Share and promote

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