If you had a predictable, step-by-step process for creating high-impact white papers ... without the crippling overwhelm of "where do I start?" ...
... would you finally feel confident enough to include these lucrative projects in your copywriting services?
You're a good copywriter. A great copywriter, even.
You know how to write persuasively.
You know how to write a compelling headline.
You know how to get a reader interested … and keep her reading.
And you know how to run a writing project.
When it comes to white papers ...
... those long-form “reports” that every B2B company seems to want (and need) ...
... those assignments that command top-dollar fees ...
... those projects that seem to give other copywriters top-tier status in
their field ...
You freeze up.
You don't know where to start.
So you turn to Google.
You find a handful of blog posts that promise to show you how to write a white paper. But none of them tell you how to actually get it done.
Maybe you could just dive in … Download a few white papers and reverse-engineer the process, the tone, the structure.
But the problem is that no two white papers are the same. Different audience. Different subject matter. Even a different format.
So you’re back at square one.
It's not just overwhelming ... it's paralyzing.
There’s No Secret Path to Becoming a White Paper Writer
Some people will try to tell you that it takes a special breed of writer to produce a white paper.
That you need 20 years of copywriting experience under your belt.
That you need an advanced degree or an academic background.
That you have to be "technical" or have industry expertise.
But none of that is true.
You just need to understand the fundamentals of good copywriting — and a solid framework to get you going.
Because like any other marketing asset, a white paper is first and foremost a piece of content that needs to change a reader's mind.
It used to be that white papers were only used by technology companies to nurture their prospects and leads.
But that hasn't been the case for a while now. Pretty much any business that's selling to other businesses has gotten on the white paper bandwagon.
And it's no wonder.
According to a recent report, white papers rank as the most consumed type of content for B2B prospects when deciding which solution to buy [Source: Eccolo Media].
In fact, 77% of B2B buyers say they used a white paper to make their buying decisions in the last year [Source: DemandGen].
With numbers like that, it's easy to see how a business that doesn’t publish at least one white paper is at a disadvantage!
Unfortunately, too many businesses and copywriters are doing them wrong.
I see two huge mistakes being made by copywriters and the businesses who hire them …
Either the white paper reads like a product brochure … Or it reads like a user manual.
See the trouble here?
It’s a symptom of a larger problem. It points to a lack of clarity around the goal and function of the white paper.
The fundamentals aren’t in place.
Which translates into a HUGE opportunity for copywriters like you.
Now don't get me wrong.
There’s nothing “easy” about writing a white paper. They’re not fluff. When they're doing their job, they educate the reader and establish vendor credibility.
But at the end of the day, they're a lot like every other writing project.
So why is there so much anxiety and confusion out there about how to actually write one?
You Already Have What It Takes
You write for a living. Which means you don’t have all the time in the world to skim superficial overviews that do nothing to help you navigate the maze of creating a white paper.
But here's the thing: you CAN learn how to write a white paper.
You absolutely can. You just need the right roadmap.
What would it be worth to you if ...
That's what I want to offer you today.
I’m not just a teacher. I’m a practitioner too. This is the system that I use when I take on any white paper project.
The White Paper Blueprint gives you a step-by-step framework — from topic development to outline to delivery — for producing high-impact white papers.
After taking this course, you'll understand why so many businesses struggle to produce white papers that hit the mark — and how you can set them straight.
What’s Inside The White Paper Blueprint?
The White Paper Blueprint is chock-full of practical, actionable guidance.
Refined over many years and countless projects, the White Paper Blueprint will help you create a white paper that isn’t just polished and professional — but that delivers results for your clients.
Let’s take a look at what’s inside:
Start Writing White Papers … and Grow Your Business
I'm a big believer in learning by doing.
Not only am I giving you the step-by-step process that I use to produce high-impact white papers, but every module includes an activity exercise. So you can put what you learn into action immediately.
That means that if you do all the work in each module, you'll have your own white paper by the end of the course!
You'll have a top-notch portfolio sample you can show prospective clients to prove that you can do what you say you can ... produce a high-caliber white paper that’s thorough, engaging, and that gets results.
No More Guesswork: Get Your Step-by-Step Framework for Creating White Papers that Get Results
I’ll admit, when I first started out, white papers seemed pretty intimidating to me too.
But then I realized there’s no mystery.
You just break it down, piece by piece.
But you need to know how to break it down. And what to do for each piece.
That’s where The White Paper Blueprint comes in.
I’m giving you the process that I use to create high-performing white papers for my clients. It’s nitty-gritty with details of my process, and real-world examples of the concepts in action.
Catapult Your Career as a White Paper Pro
A white paper is an incredibly powerful sales tools — when done right.
That’s why so many business are desperate for someone who can create a good one … and they’ll pay top-dollar for it too.
And if your white paper does its jobs and helps that company sell more products and services…
Your value goes through the roof.
The key is to do them right.
When does the course start?
Answer: Right away! As you as you register, you’ll have instant access to all of the modules. The White Paper Blueprint is a completely self-paced online course — you decide when you start and when you finish..
How long does the course take?
Answer: That depends entirely on you. Each module builds on the last, and there’s an exercise with each one. If you don’t do the activity in each module, you could finish the course in a few hours. BUT … I highly recommend you apply what you’re learning and do each exercise … you’ll get more out of it that way. !
How can I really write “expert” content without being an expert on the subject? Won’t I need to learn about the technology they’re selling?
Answer: Yes and no. Yes, you need to understand your client’s product or service well enough to help buyers understand its value. But you don’t need to have expert-level knowledge of how that technology works.
You may well pick up the jargon that the subject matter experts use, but you’re not going to use heavy jargon in the white paper you create — because their buyers probably won’t understand it. And those buyers are the most important part of the marketing equation!
What if I need more individualized help?
If you prefer private instruction, however, never fear. I do offer 1:1 mentoring packages. You can get more information about that here. .
The White Paper Blueprint is not another how-to guide that merely lists all the must-haves for a white paper. It’s a practical, hands-on roadmap for creating a high-impact white paper — from start to finish.
Look, I understand this is an investment. It’s not just your money. It’s your time.
I want you to feel absolutely sure about this decision.
But I am also absolutely sure that you’ll get exactly what you need from this course.
That’s why I’ll give you a full refund in the first 30 days if you aren’t completely satisfied with what you’re learning in The White Paper Blueprint — for any reason.
And if you still have questions about whether The White Paper Blueprint is the right course for you, drop me a line at email@example.com. I’m happy to answer your questions.
“Jess is the most persuasive technical copy writer on the planet. Within the first 30 days, we could directly attribute $27,000 in new revenue to leads that came from the content she helped us write.
She’s changed the content marketing game for our SaaS business — and best of all, she made it easy and fun.”
—Millie Blackwell, president and co-founder of Showcase Workshop
Stop Holding Yourself Back!
No more lingering doubts and fears. You have what it takes to become a top white paper copywriter.
All you need is a plan.
EARNINGS DISCLAIMER: Every effort has been made to accurately represent this program and its potential. There is no guarantee that you will earn any money using the techniques and ideas in this program. Earning potential is entirely dependent on you devoting time to the program and doing the work. Your previous knowledge and skills also factor in, and because those factors differ per individual, we cannot make any guarantees. Nor are we responsible for any of your actions.
Any and all forward-looking statements (expectations or forecasts of future events) here or in any of our material are intended to express our opinion.