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Some of the many benefits of​ writing a white paper . . .

2/12/2020

 
To survive in business it’s no longer enough to have a great product.
 
You need to discover increasingly creative ways to connect with your ideal customers and convince them that your product or service is the best for them.

White papers can help with that.
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For example, a white paper can . . .

  • Generate interest in new products
  • Differentiate your products and services from your competitor’s
  • Identify you as a thought leader and expert in your field
  • Gain leads and sales by demonstrating market leadership
  • Grow your email list and boost social media engagement
  • Stimulate new ideas and innovative thinking

​Ultimately white papers, special reports, e-books and executive briefs are designed to help you win business. From the first page to the last they are full of  high value substantive content  that aims to educate your ideal customer and bring them on board.
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​Why make white papers part of your marketing plan?

Once written a white paper can be creatively adapted for multiple uses. For example:

  • Creating valuable educational resources for your business.
  • Providing up to date, evidence-based material for social media posts. 
  • Creating high value content to repurpose for blog posts, teaching aids and social media content.
Got a question?
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Ready to stand out as an expert?

Let me help showcase your expertise

Is a two-column format a good idea?

2/6/2020

 
Many white papers these days are presented in a two-column format.

But why?
​

What benefits does the two-column format have over a single line of text?
 
In short, it’s all about how your brain scans and processes information.
​Research shows that the optimal amount of text for printed materials is just 
​
60 characters per column.
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More than 60 characters per column and the brain has difficulty in scanning through the text.  It’s the same principle as needing to take a visual break by adding some white space between paragraphs.

Long lines of text, just like long sentences can be harder to read.

​For technical and medical papers, a two-column layout also allows graphs, tables and other graphics to be clearly presented without taking up too much page space. That said, many companies prefer the clean and simple lines of a single column layout. That  can work very well too, just as long as the  page has wide margins, and the text runs to no more than  90 characters per line.

It’s all about helping the reader to understand your message as easily as possible.
Like some help to write your white paper?

    Anne Watkins

    Hi, I'm Anne,  welcome to the Mind Body Ink blog. 

    I'm  an  NLP Practitioner and freelance medical writer with a fascination for how the words we use influence our experiences. 

    In  each post I'm going to be showing you how successful writers use NLP  and Neuroscience to get more clients and boost their reader engagement 
    ​
    The try out these skills for yourself and let me know what you think.

    View my profile on LinkedIn

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