Recent Reading Roundup 2

I was very pleasantly surprised at how much I liked Michael Stelzner’s book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

I found out about Michael’s book when he spoke on the Guerrilla Marketing Association’s weekly conference call. I immediately visited his website and blog and found out that he would give anyone who mentioned his book on their blog a free copy. Being a lover of books (especially those of the free variety) I jumped on the chance. (See my entry here.)

After a few days, it occurred to me that Michael did not have my address! I felt duped! So I sent a somewhat terse note saying something to the effect of, “I cannot be duped!” Michael wrote back, I am sure after editing out some expletives meant for a person that would call him a duper, asking for my address information and, if memory serves, pointing out that I did not have any way for him to contact me through this blog.

The book came straight away. It took me awhile to read it but once I did I realized that Michael is the Tom Sant of white papers. (Please note that I have often called Tom the Michael Jordan of proposals so…). Michael Stelzner provides a comprehensive textbook that covers every aspect of white paper creation and marketing.

Michael starts off by confirming what anyone who has ever been around white papers knows: writing white papers is difficult.

He goes on to say that white papers differ from other types of marketing materials because they specifically appeal to such decision makers as engineers, business executives and other key decision-makers. White papers are generally produced for one of three reasons:

• Lead Generation – Using a web, print ad or direct mail strategy, many companies produce white papers to generate leads for their business.
• Thought Leadership – White papers are a good opportunity for a company to introduce into the marketplace theoretical or demonstrate a view into a future vision.
• Close Sales – Usually targeted at both the influencers and the decision-makers. Quite frequently used as lead generation documents as well as during the sales process.

The book goes through the four types of white papers: Technical, Business Benefits, Hybrid Technical/Business Benefits, and Government and what constitutes an OK white paper and what makes a good white paper.

Although I do not want to give away too much of the book (you should really buy it), the ten-step process to writing white papers is “a proven model” that will greatly reduce the pain and agony you otherwise might experience when writing your white paper. The steps are:

1. Clarify the topic
2. Identify your ideal reader
3. Decide on an objective
4. Develop an outline
5. Interview the experts
6. Research
7. Write the first page first
8. Write the title
9. Write the core
10. Hire an editor

One of the best aspects of the book is the discussion of features versus benefits. All white papers can and should address benefits. As you know, benefits differ from features in a few significant ways:

• Features are a description of a tangible attribute of a product or service such as a GPS locator in a mobile phone.
• A benefit is an advantage of a feature. The benefit of GPS might be the ability to quickly locate a person or place in case of an emergency.

Although I know you know this, the advantages of clearly stated benefits are:

• Persuades your reader
• Demonstrates you have considered your reader’s needs
• Provides tangible reasons to work with you and your company
• Explains why your solution matters
• Arms readers with information to help them persuade others

Other sections discuss how to marketing with white papers and how to use Google properly. (More on that last part later).

I highly recommend Writing White Papers to anyone that writes, or wants to write, white papers. If you are looking for a rookie white paper writer, give me a shout. I think Michael's book has put me up to the task! I really do!

Michael, sorry for thinking ill of you.