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How to Write a Compelling White Paper

/ Susan Hendrich / 2 Comments

Lately it seems I’m writing white papers left and right. Since I didn’t really know what a white paper was until I’d written my fifth one, I decided it was time to learn.  Enter Google (again).  This Top 10 List by Megan Tsai caught my eye. Thought I’d share it with you, ’cause you just might want to write a white paper soon…

If your marketing content huddled up as a football team, a great white paper would probably be your most valuable player, because it has the same name appeal as a star NFL quarterback. Sure, other players might work just as hard – but it’s the white paper that gets instant recognition.

So how do you create a paper (one that’s more Peyton Manning than Jay Cutler)? Here are the ten best white paper tips for writing white papers that win customers:

1. Think about your audience. Your white paper probably isn’t what you’d be interested in reading: find out what matters to your prospects and create your papers around those topics. Visit forums and ask questions to learn more about what they want to know.

2. Draw them in. The paper’s introduction should present the topic in a compelling way, drawing in the reader and making them eager to learn more.

3. Leave the marketing speak behind. The paper should present useful information in a simple, easy-to-read way. If you want to sell, create a brochure or sales sheet instead.

4. Solve the problem. Don’t just tell your audience about their problems, explain how they can solve them. Don’t be overly afraid of giving away “inside” information: your expert knowledge makes the paper a success.

5. Get the facts. Numbers are no longer a requirement, but good data or survey results will boost your paper’s appeal. Search academic journals and trade group surveys for numbers you can use.

6. Back it up. Don’t use these marketing pieces to make unsubstantiated claims; they breed skepticism and undermine your credibility. If you don’t have numbers, use quotes from objective third-party sources.

7. Make the case. Consider sprinkling in a few relevant business case studies and real-life examples for added value.

8. Tell them how to shop. You can’t use white papers to sell your solution, but you can explain to readers how to shop for a solution in a way that leads them toward your offering.

9. Think visual. Support your paper with strong visual elements like tables, graphs, pull quotes and sidebars.

10. Give it away. When you require a prospect to log in or sign up to receive the finished paper, you limit its effectiveness. Make sure most – if not all – of the content on your website is ungated.

White paper writer Megan Tsai is a seasoned communicator and award-winning writer. As a full-time freelancer, she provides business writing, copywriting and marketing communications – including white papers – for companies and advertising agencies. Visit http://www.RedWagonWriting.com to learn more and sign up for the Red Wagon Writing monthly e-mail newsletter full of writing and marketing tips.

Article Source: http://EzineArticles.com/?expert=Megan_Tsai

How to Make a Flow Chart

/ Susan Hendrich / 1 Comment

Flow Charts

Understanding and Communicating How a Process Works

Re-printed from MindTools.com.

 

Flow charts are easy-to-understand diagrams showing how steps in a process fit together. This makes them useful tools for communicating how processes work, and for clearly documenting how a particular job is done. Furthermore, the act of mapping a process out in flow chart format helps you clarify your understanding of the process, and helps you think about where the process can be improved.

A flow chart can therefore be used to:

  • Define and analyze processes;
  • Build a step-by-step picture of the process for analysis, discussion, or communication; and
  • Define, standardize or find areas for improvement in a process

Also, by conveying the information or processes in a step-by-step flow, you can then concentrate more intently on each individual step, without feeling overwhelmed by the bigger picture.

How to Use the Tool:

Most flow charts are made up of three main types of symbol:

  • Elongated circles, which signify the start or end of a process;
  • Rectangles, which show instructions or actions; and
  • Diamonds, which show decisions that must be made

Within each symbol, write down what the symbol represents. This could be the start or finish of the process, the action to be taken, or the decision to be made.

Symbols are connected one to the other by arrows, showing the flow of the process.

Tip:
There are many other flowchart symbols that can also be used. However, remember that an important use of flow charts is in communication: If you use obscure symbols that only part of your audience understands, there’s a good chance that your communication will fail. As ever, keep things simple!

To draw the flow chart, brainstorm process tasks, and list them in the order they occur. Ask questions such as “What really happens next in the process?” and “Does a decision need to be made before the next step?” or “What approvals are required before moving on to the next task?”

Start the flow chart by drawing the elongated circle shape, and labeling it “Start”.

Then move to the first action or question, and draw a rectangle or diamond appropriately. Write the action or question down, and draw an arrow from the start symbol to this shape.

Work through your whole process, showing actions and decisions appropriately in the order they occur, and linking these together using arrows to show the flow of the process. Where a decision needs to be made, draw arrows leaving the decision diamond for each possible outcome, and label them with the outcome. And remember to show the end of the process using an elongated circle labeled “Finish”.

Finally, challenge your flow chart. Work from step to step asking yourself if you have correctly represented the sequence of actions and decisions involved in the process.

And then (if you’re looking to improve the process) look at the steps identified and think about whether work is duplicated, whether other steps should be involved, and whether the right people are doing the right jobs.

The New Learner

/ Susan Hendrich / 2 Comments

I love this post from Kim Cofino about “The 21st Century Learner.”  She skillfully presents themed ideas for engaging learners through the use of new technologies. Kim’s second presentation, “The 21st Century Educator: The Power of Personal Learning Networks,” demonstrates how web 2.0 technologies change the way learning professionals communicate, collaborate, learn, and teach. Both are worth a look.  Let me know what you think