In an online world where we are completely overwhelmed by content. It is increasingly difficult to stand out with your white paper, e-book, or any other form of content. There is a lot of competition, advertisements to draw attention to your content are becoming more and more expensive, attention spans are short and the quality of the different white papers differs quite a bit. Here are four common mistakes when writing a white paper and how to easily avoid them. Mistake 1: An over-extended introduction with too much irrelevant information An introduction by the founder , or head of marketing,
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in which the breast-beating begins and the reader is immediately presented with a text that is steeped in marketing tricks and a link has already been added here and there to the website of the writer/seller: don’t do it! Another common mistake is that the introduction is too extensive. The modern Niger Email List buyer is critical and you only have 8 to 12 seconds to grab attention, so a short and concise introduction is a must. Make sure that the reader can see at a glance that you understand their pain and have a solution for it. Highlight key points in a quote and bold key phrases to make them stand out.
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In short: make sure that you already make it clear to the reader that this white paper answers the questions they have.A white paper with chunks of text and (almost) no visual elements: don’t do it! It is well known that the human brain can remember images better than text. In addition, images can help to make complex subjects more understandable , which is not a bad idea with a more complex white paper. Read your whitepaper carefully before publishing it. Perhaps you can replace an entire page of text with one clear visual. Extra tip : Without mentioning your brand name, you can slowly familiarize the reader with your brand through visual elements. So use different elements from your house style. Example: visual from Drift ‘s GTM Playbook .