White paper questions and resources
Thinking of commissioning a white paper?
To ensure an effective white paper, make sure you answer the following questions:
- Who is my audience?
- What do I want them to do after they read my white paper?
- What problem can I solve for them?
- Why will my readers care about this problem?
- What are the three main points I want to make?
Here are some resources that can help you learn more about white papers.
Online resources
I’ve found useful tidbits in each of the resources below. If you prefer to received information via email, Michael Stelzner also publishes an e-newsletter.
- Gordon Graham website
- Jonathan Kantor blog
- Michael Stelzner blog
- Susan Weiner, “White paper marketing: Walk a fine line“
Books
- Robert Bly, The White Paper Marketing Handbook–Bly says, “A white paper is a promotional piece in the guise of an informational article or report.”
- Michael Stelzner, Writing White Papers–a step-by-step guide to writing white papers
Looking for a seasoned white paper writer?
If you’re seeking a white paper writer who has written for leading investment and wealth management firms, I can help. You can learn more in “My process for writing your white paper.”
This post was updated on September 27, 2011.
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SUSAN WEINER, CFA
September 27th, 2011 at 8:41 am
[...] Investment Writing on White Papers (Susan Weiner): Investment Writing is written by a CFA who works as a writer. Check out what Susan has to say. [...]