Write to earn trust, guide decisions, and move people forward.
Want a checklist version of this? Shoot me a direct message ;)
Write to earn trust, guide decisions, and move people forward.
Want a checklist version of this? Shoot me a direct message ;)
Every white paper should lead somewhere. Whether it’s booking a consult, exploring a tool, or trying a strategy from the report. make the path clear. Don’t just inform. Invite action!
Every white paper should lead somewhere. Whether it’s booking a consult, exploring a tool, or trying a strategy from the report. make the path clear. Don’t just inform. Invite action!
Checklists, decision trees, frameworks, next steps, etc. give them something to use, not just read. (That’s what turns a reader into a lead.)
Checklists, decision trees, frameworks, next steps, etc. give them something to use, not just read. (That’s what turns a reader into a lead.)
Use informative headings. Short paragraphs. Bold takeaways. Highlighted key terminology. Assume most people are reading this between meetings.
Use informative headings. Short paragraphs. Bold takeaways. Highlighted key terminology. Assume most people are reading this between meetings.
Back it up. Pull recent, reliable sources, especially if you’re making strong claims about ROI, risk, or innovation. Trust and transparency is everything.
Back it up. Pull recent, reliable sources, especially if you’re making strong claims about ROI, risk, or innovation. Trust and transparency is everything.
Real use cases (always cite), fictional business scenarios (realistic examples based on fact), whatever helps your reader visualize the value.
Real use cases (always cite), fictional business scenarios (realistic examples based on fact), whatever helps your reader visualize the value.
Ditch the jargon wall. Write like you’re explaining this to a smart friend who’s unfamiliar, but curious. Clear ≠ dumbed down.
Ditch the jargon wall. Write like you’re explaining this to a smart friend who’s unfamiliar, but curious. Clear ≠ dumbed down.
I never start with a blank doc. I gather use cases, frameworks, competitor angles, terminology related to the subject i’m writing about. This makes writing way faster and more useful to your audience.
I never start with a blank doc. I gather use cases, frameworks, competitor angles, terminology related to the subject i’m writing about. This makes writing way faster and more useful to your audience.
Even if you change it later, a clear, sharp title keeps your ideas aligned and your scope focused. Prevents you from drifting into unrelated tangents.
Even if you change it later, a clear, sharp title keeps your ideas aligned and your scope focused. Prevents you from drifting into unrelated tangents.
No vague “thought leadership.” Define the actual issue they’re facing and cite credible sources! If you can’t answer “Why would a decision-maker read this now?”you’re not ready.
No vague “thought leadership.” Define the actual issue they’re facing and cite credible sources! If you can’t answer “Why would a decision-maker read this now?”you’re not ready.
Is this for a CEO? A technical lead? Someone choosing between 5 vendors? Your entire tone, depth, and argument hinges on knowing WHO this is for.
Is this for a CEO? A technical lead? Someone choosing between 5 vendors? Your entire tone, depth, and argument hinges on knowing WHO this is for.