On White Papers
There is some white paper "summit" that a number of people who sell books, courses, and consulting to writers are promoting. Now, this can be a good area in which to work. I know of one writer who has pulled down close to a half million a year at times writing white papers. Sound good? Yes, it does - but he had a deep technical knowledge of the topics he covered and was particularly good at writing about them. His background was not in copywriting, but in journalism.
Some of the points in the summit advertisement -- such as "painlessly" creating white papers, learning "closely guarded secrets," and "discover the deadly mistakes that will bar you from success" -- make me suspicious. They are straight out of copy writing 101, and exactly the sorts of things that won't work in white papers.
So I thought I'd offer a few points that might be helpful to those who want to work in the area:
Some of the points in the summit advertisement -- such as "painlessly" creating white papers, learning "closely guarded secrets," and "discover the deadly mistakes that will bar you from success" -- make me suspicious. They are straight out of copy writing 101, and exactly the sorts of things that won't work in white papers.
So I thought I'd offer a few points that might be helpful to those who want to work in the area:
- You really need to understand the topic. Forget about faking it, because these papers are usually written for business-to-business marketing. The clients and ultimate target audiences know far too much and want some understanding.White papers are far closer to articles than marketing copy. So forget the hype and focus on the details of the message that you have to get across.These things take time to do well, so plan and price accordingly.Bring some marketing expertise. Help the client remember that they have to consider the audiences they must reach and the messages that might work. After all, you're there to help them communicate, so don't be shy.
- There are three general sources of white paper business that I know: direct assignments from corporations (which means developing clients the way you would for other corporate work, usually focusing on the corporate communications department); custom publishers (including magazine publishers that have associated custom pub arms; and marketing and advertising agencies.
- When looking at custom publishers and marketing or advertising agencies, find ones that focus on the industries in which you have some expertise.
Labels: business, corporate, marketing, white papers
posted by Erik Sherman | 5:34 AM
8 Comments:
Eric;
There's nothing you should be suspicious about and frankly I agree with you on nearly all of your points.
As the organizer of the summit, and one of those guys making the kind of money you mention actually writing white papers, I can tell you that this is a "no-hype how to" event.
There are tactics and strategies that people like me have perfected after writing hundreds of white papers. Just having a journalism background won't cut. Just having a technical background won't either.
All my best!
Mike
First, the name is Erik, not Eric.
Second, you may say this is a "no-hype how to" event, but the marketing copy on your own site is very hyped in the way that traditional, by-the-formula direct marketing pieces are. And that's understandable, because you're trying to sell this to writers. But let's not pretend that there is no hype when you talk about "how to painlessly create great white papers." To do well, and to satisfy the client, means hard and exacting work.
Third, I never said that having a journalism background or technical background alone would do the trick. You have to understand the subtleties of writing marketing copy that doesn't read like marketing copy. However, just having a list of techniques or tricks won't be enough, either. And any writer who attends this thinking that it will turn into instant dollars - the impression you leave without actually coming out and saying so (again, a sign of skill in direct marketing copy) - without understanding a specific industry or product line and without knowing how to arrange information in a way to make a compelling argument to people who are experts in an area will be terribly disappointed.
Hi Erik,
I really appreciate this post. As someone who's received email after email trying to sell me this $300 course (just got one today, in fact), I definitely feel that this is being marketed in such a way to make writers feel like they will see an instant payoff once the summit is over. In the end that's exactly what caused me to stay away from this thing - I don't generally buy into oversell tactics and marketing jargon that promises the world. This part particularly got me:
"We've added more than $984 worth of giveaways."
I see red flags as soon as people start heaping on freebies in their sales spiel. Shouldn't a truly valuable training course sell itself without the need for a ton of extras?
Also, if the email I received today is accurate in saying they've already sold 200 seats, that $60,000 in these guys' pockets. Sounds like they've found the next niche in *their* writing careers.
I've gotten the emails, too, and while I don't doubt that there is lots of hype involved, I think it's also important to point out that Michael Stelzner has written a very well-regarded, detailed and realistic book about writing white papers, so there is substance here, too.
Hey Guys;
Appreciate your comments. But the proof is in the results.
At our last summit, 99% said they would come to another one.
We add lots of value for a good reason, we want people to succeed. I know you don't know me from Adam. But my reputation stands on it own.
In fact, for you Erik, I will give you a free seat in the summit. Just email me. If it doesn't live up to what I claim you can let the world know.
How's that for a good deal :)
All my best!
Mike
>> Appreciate your comments. But the proof is in the results.
At our last summit, 99% said they would come to another one. <<
Strictly speaking, that only shows the program's success at getting people to say they'd come to "another one" (though whether about white papers or something else I can't tell). I don't know what the sample size was - it might have been representative or not. But the real measure of success might better have been how many of the participants went on to significant success in this area.
Thanks for the offer, but I actually don't have a whole lot of time - ironically, I'm tied up over a lot of February in not only my regular journalistic work, but two white papers a client approached me to write.
Erik;
Totally understand. For the record, the sample size was a few hundred people.
Thanks for your healthy skepticism. :)
Stay busy.
Mike
Michael,
I noticed that you're going to be having recordings of the material. If you'd like, I'll be happy to listen to at least some of them after the fact and offer a review of the material (though that likely wouldn't happen until late February or early March).
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