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hapter A Prmer on White Papers . ... . 1 What Is a White Paper? ...... ............. . 2 Why White Papers Matter ..... ............. 5 Why You Should Care About White Papers ... .. How White Papers Are Used ........ ..... 8 Who Reads White Papers? ......... . .... 0 How Have White Papers Evolved? ..... .... .. ... 11 The Emergence of White Papers as Marketing Tools . . ..... 1 White Paper Standards ...... ......... 12 Chapter 2: The First Step: The Needs Assessment .. . 15 Ten-Step Process to Writing White Papers ....... An introduction to the Needs Assessment . ..... 17 Selecting the Topic ...................... . 18 Identifying the Ideal Reader ... ........... .... . 19 Secondarv Readers ...................... . 21 Determining the Objective ....... . . . . . .... 22 Capter 3: White Paper Outlines . . . 25 Reader-Focused White Papers ..... ........ 25 Outline Ingredients ........ .. .......... . 29 Outline Templates ....... ......... . 33 Getting Approvals . .... ........ ..... 37 Chapter 4 nteiewing ....... ............ 39 Why interviewing? .............. ......... 39 he Art of Interviewing . . .......... 41 Seing Up Interviews ........ . .. 43 interviewing Large Groups of People . .... . .45 Starting and Recording the interview. . ...... . 45 Keeping Expert Interviews Focused .. ... ....... 47 Cnapter 5: esearching . ............. 51 Using Google for Research ..................... 52 Other Data Sources. ..... .. . ..... ........ . 55 C iapter 6 Writing the First Page . .......... 59 Lessons From IKEA ...... ...... . 60 The First Page Formula ........... 60 What to Avoid on the First Page. . ... .... 63 Preparation for Writing .......... 64 Abstracts ....... . ... . . . 66 hapter 7; The Compelling Title .. ............. 69 Titles Make or Break White Papers .. .... .69 Important Title Crafting Tips ..... 71 Testing Titles. . ..................... .. .. . 75 What to Avoid ...... .. . . 77 hapter 8: Writing the Core .... ..... . . . . 79 Market Drivers ..... ..... . 80 Problem Development . . .............. 84 Historical Overview . . . ..... . . .. .. 92 The Generic Solution .... .. ......... . 97 Benefits.. . . . ...... . . . . . .... . 102 The "What to Look for Lis .. .... . 106 Using Examples ......... .. .... . 110 The Specific Solution... .. ........ . . ........ 112 Conclude With a Call to Action .. .. ....... 117 About Summaries ...... .. ..... 120 Chapter 9: Writing Tips and Strategies . ...... 121 Translating Features Into Benefits ... . ..... 121 Witing When You Are NOT the Expert ......... 23 Using Quotes to Strengthen Your Paper ...... 125 Writing Traps: What to Avoid. ......... ..... 26 Overcoming Writer's Block ...... . . . ..... 128 Using an Editor . . . ................... 129 Chater 10: ormattin the White Paper . ... 33 Cover Pages ... ............ ........ 134 illustrations, Charts and Photos . .,.. .. . . .35 Subiheads and Extracts ...... . ........ 136 Using White Space ................. . 137 Footers and Headers ........... ......... . 37 Colum ns .................. ... . .. . . 138 Distribution PDF Versus Print ....... . . . 138 apter 11 Marketn With White Papers .. . 141 White Paper Lead Generation Challenges ... ... 142 Wite Paper Syndication ....... 143 Qualifying a White Paper Syndication Vendor ..... 144 Leads Via Website Registration ... .1. ..... 147 Driving Readership With Pay-per-Click Advertising ............. . . .. 152 Other Marketing Ideas. . ....... ..... . 155