Why do we seek out authoritative content? Because we love to learn from our elders?
Not a chance:
We seek out authoritative content because it helps us think smarter and work faster. Which in turn gets us that pay rise.
We suck authorities dry because the distilled wisdom they contain value has a practical value to us.
Picking the right subject of your whitepaper
Let’s assume you’re not a recognised world authority on your niche subject. But let’s assume that you know your niche subject inside out. That you know what has already being said ad nauseam about your niche – and what has never been said – not yet.
More importantly: let’s hope you know what will take your niche subject in a new and exciting new direction. That will have your target audience drooling over your whitepaper – and salivating over the next.
This is the whitespace into which to create your whitepaper.
Writing your whitepaper in a way that gets it read
I’ve researched, edited and written a lot of whitepapers. Some you can download (for free) here. I’ve also read a lot of whitepapers that literally put me to sleep.
Why? Because the authors forget what I said at the start:
People are selfish and seek out authoritative content that benefits them.
Which means your whitepaper has to contain:
- Compelling copy that informs their decisions or solves their problems
- Sensible illustrations that don’t distract from that narrative
- Lots of juicy links to other authoritative, problem-solving resources
- All lovingly packaged up in such a way that sharing your whitepaper doesn’t become a problem in itself
Want to write a whitepaper that people can get their teeth into?
Give me a call or drop me an email: [email protected] Don’t worry, I don’t bite. PS: Remember that your power-packed whitepaper can also be turned into an online Power Page to ensure that travels further.
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