4 Surprising Traits Clients Want in a White Paper Writer

I had an opportunity recently to interview some clients about their experience with white paper writers. (As well as those who write special reports, ebooks, and other types of “long form” content.) The results were interesting — to say the least. Much of what these clients said didn’t surprise me. For example, they were unanimous that “meeting deadlines” was a desirable trait. However, there were a few characteristics they emphasized that I didn’t expect to hear. So if you write white papers — or are thinking of getting into this niche — take a look at the list below. These are traits you may not have realized are so important to clients. (I didn’t.) 1. A fan of white papers. This is the trait that surprised me the most. Many clients I spoke to preferred to work with writers who have a demonstrated interest in white papers. As one client put it, “I want a writer to be a fan, to read white papers, to have an opinion as to which ones are great. And why.” That makes sense. After all, there’s a reason Stephen King writes suspense. He’s a fan of the genre. White papers, too, is a genre. So if you’re going to craft these documents, read them. Study them. Become an aficionado. 2. A strategist. Almost unanimously, clients told me they want a writer who can strategize the development of a white paper. That means collaborating with the client to develop the topic and approach, dream up a great title, and basically be the brains behind the piece. Strategist. And writer. One client put it this way, “I...

10 Minutes With Gordon Graham [Interview]

Do you write white papers? Or are you interested in learning more about this type of project? I just completed a great interview with the leading expert in that field, Gordon Graham, known as “That White Paper Guy”. During the interview, he shared some VERY practical tips on crafting a terrific white paper… the kind that gets attention, builds thought leadership, and brings in new leads and sales. You can listen to it here: (If you can’t see the PLAYER BUTTON, you may need to activate Adobe Flash on your browser.) This recording is part of a series of short (10 minute), instructional, “just the good stuff” interviews I’m doing with top pros in the copywriting and marketing writing profession. Please let me know what you think. (And if you can recommend someone I should be interviewing for a future edition — you perhaps? — please do so.)...