What is a white paper?

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Ana Thompson

Tutorial on how to write a technology white paper

Negócios

business tips for smart people
What is a
White Paper?
www.KLARITI.com

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

3 goals
Be interesting
Demonstrate authority
Build credibility

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

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

Start by
Avoiding assumptions
Orienting the reader
Answer in one sentence

Language to use
Active voice
Specific, concrete
Positive phrasing

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

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

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

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

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

Cite references
Add links in endnotes
Credible references
Testimonials

No one reads your white paper
if
the executive summary sucks

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

Please
Tweet, Like, or Subscribe!
More at www.Klariti.com

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What is a white paper?

1. business tips for smart people What is a White Paper? www.KLARITI.com

2. Hi, I’m Ivan Walsh www.Klariti.com

3. Why should I write a White Paper?

4. White Papers establish authority

5. White Papers build influence

6. White Papers = $ $ $

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

10.

11. How to write your white paper

12. 3 goals Be interesting Demonstrate authority Build credibility

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

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

15.

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

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

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

19.

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

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

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

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

25. think of readers as potential investors

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27. Cite references Add links in endnotes Credible references Testimonials

28. I know I’m nagging but…

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

30.

31. Takeaways

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

33. Please Tweet, Like, or Subscribe! More at www.Klariti.com

What is a white paper?

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