In discussing with writers the problems they face in developing white papers, one thing stands out among many of them: where to start.
Once the topic is chosen, there is often a temptation to just get things going by “beginning with the beginning.” However, brainstorming headlines and working on the paper’s introductory page is something that should come later–sometimes much later—in the process.
Michelangelo didn’t form the model of his David by starting with the skin—he began by establishing bone structure and muscle mass. A compelling white paper is “sculpted” in much the same way, starting with the bones (the outline gleaned from the needs assessment interview) and fleshed out with muscle from subsequent interviews and research. Continue reading
An experienced copywriter, Apryl specializes in web copy and content strategies and was personally trained in white paper writing by Michael Stelzner as his apprentice. She shares her marketing expertise through seminars, workshops and her blog.
Apryl is also a Certified Social Media Marketing Strategist, helping businesses with direct coaching, packages for development of social platforms, content strategies and marketing plans that bridge the gap between traditional and social media marketing.