The White Paper BlueprintYou DON’T need to be an expert … to write a white paper like an expert
And you don’t even have to be a technical genius
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.
Content That Sells Without Selling
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.
So, What’s Holding You Back?
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.
- They cover a topic (in great detail).
- They have a target audience (who already have an interest in the topic).
- They have a business goal (to get the reader to take some action).
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 …
- You had a fool-proof methodology for planning, researching, and writing a white paper — no matter what the subject matter?
- You always knew exactly what to do next, without worrying about whether you were going off track?
- You could quote every white paper project with confidence — and feel good about the high fees you were charging to do it?
- You could deliver white papers to your clients that deliver results for them — and become the go-to copywriter in your niche?
That’s what I want to offer you today.
Hi, I’m Jessica Mehring, CEO of Horizon Peak Consulting and Founder of The Content Lab.
I’ve been writing for the software, tech and IT industry since 2000.
I’ve written dozens of white papers for my clients, across all kinds of industries.
And over the years, I developed a proven methodology for developing high-impact white papers, no matter who the client or what the industry.
As founder of The Content Lab, I help copywriters level-up in their careers. Through my Content Chemistry: Tech Track course, I teach students how to develop and write compelling content of all kinds — content that gets results — for the companies in the technology sector.
These innovative companies are doing amazing things. And they need help to let the world know about it.
But I still get a lot of questions about white papers.
And I hate seeing really talented copywriters — writers like YOU — hanging back from taking on these high-end projects just because they lack confidence.
Now, I know there’s a ton of free information about white papers out there.
But none of it gets down to the nitty-gritty. The nuts and bolts of how to produce a white paper.
How to go from that first moment when you take on the assignment, to assembling the information you need to write it, to delivering the finished product … and knowing that your white paper will get results.
Things like …
…how to choose the right topic — one that will hook the audience and keep them engaged.
… how to conduct initial research to sharpen your focus — so you know you’re on the right track and develop a unique angle that will resonate with the reader.
… how to build your outline — so you know exactly what you need to write, and in what order. No guesswork.
… how to expand on the substance by drilling further into the research — so you’re getting right to the heart of the topic, and not padding the content with vague claims or thinly-veiled product marketing speak.
… and how to write the white paper — so it flows, with the right tone, and just the right level of detail to keep your reader, well … reading.
Introducing The White Paper Blueprint
The White Paper Blueprint is a practical course for in-house and freelance copywriters on how to write a white paper that actually gets results for your client’s (or your) business.
It’s the process I use to plan, research, and write the white papers that get results for my clients. Every. Single. Time.
Imagine … starting every new white paper project without that feeling of mild panic, like you’re going to have re-invent the wheel because the topic or industry is nothing like the last one you did.
Imagine … going into every client meeting and being able to coach them on the best way to develop a white paper. Being able to lay out your methodology and show your expertise.
Imagine … going from just another service vendor to a highly-regarded (and handsomely paid) partner for your clients.
Imagine … being the go-to professional for businesses who need white papers that get results. And filling your own sales funnel for months in advance.
The White Paper Blueprint Gives You the Roadmap
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:
Module 1: The Ecosystem
In this module, I show you how to establish the context for your white paper — the marketing ecosystem within which it exists. This is foundational: Establishing the industry, the business goal, and the target audience for the white paper sets the direction, and keeps you on course throughout the project.
Module 2: The Topic
In this module, I show you how to find the right topic for the white paper. Although your client might have some ideas, the key to finding a topic that resonates is to start with the reader. (Hint: It has to change their life.) I also teach you how to develop topics that will resonate with your client’s target audience.
Module 3: Initial Research
In this module, I show you the best way to conduct initial research. (Yes, this happens before you create an outline). You’ll learn about the importance of primary sources (and what those are), and the best way to interview Subject Matter Experts (SMEs). Plus, I’ll give you the copywriter’s secret weapon for gaining insight into audience interests.
Module 4: The Outline
In this module, I show you how to develop a detailed outline for the white paper that will keep you on track and reduce churn later on. Since you’ve already established the context, selected a relevant topic, and developed a deeper understanding through initial research, the outline will come naturally. I include the basic structure of a good white paper outline, with enough detail to help you create your own.
Module 5: The Writing Process
And finally … the writing! In this module, I take you through the process for writing the first draft of the white paper, from where to start (hint: it’s not at the beginning) to editorial style and tone. You’ll learn how to tackle each section in bite-sized chunks, and how to make the whole piece flow seamlessly.
Bonus Module: The Important Details
And you get a bonus module! Outside of the actual planning and development of the white paper, I wanted to give you some information on how to package your white paper. We cover more practical considerations like formatting, using hyperlinks and footnotes, and when to include a Table of Contents. Your clients may have their own style guide, but knowing best practices still positions you as an expert. Applying the lessons this one module alone will set you apart from every other copywriter.
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.
Register for this self-paced program now!
Access The White Paper Blueprint Now
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.
Access the course now, and go through it at your own pace.
FREQUENTLY ASKED QUESTIONS
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?
Answer: If you prefer private instruction, never fear. I do offer 1:1 mentoring packages.
STEP INTO YOUR EXPERTISE AS A WHITE PAPER WRITER
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.
Register for this self-paced program now!
Access The White Paper Blueprint Now
My No-Nonsense Money-Back Guarantee
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 firstname.lastname@example.org. I’m happy to answer your questions.
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.
Access the course now, and go through it at your own pace.
© 2019 | The Content Lab | thecontentlab.co
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.