Comments on: A Purpose-Driven White Paper http://www.chooseamc.com/2009/02/a-purpose-driven-white-paper/ Freelance Marketer for High Tech with a focus on BI Wed, 04 Jan 2012 22:08:28 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Terri Rylander http://www.chooseamc.com/2009/02/a-purpose-driven-white-paper/comment-page-1/#comment-7 Terri Rylander Mon, 08 Jun 2009 22:13:08 +0000 http://www.chooseamc.com/wordpress/?p=82#comment-7 Thanks for the nice comments Jeff and Jonathan. As for using the word "solution", I used it here for explanatory purposes but would not normally use it in the headers. I might still use it in the body-generically though. Thanks for the nice comments Jeff and Jonathan. As for using the word “solution”, I used it here for explanatory purposes but would not normally use it in the headers. I might still use it in the body-generically though.

]]> By: Jeffrey Lemkin http://www.chooseamc.com/2009/02/a-purpose-driven-white-paper/comment-page-1/#comment-6 Jeffrey Lemkin Mon, 08 Jun 2009 21:30:29 +0000 http://www.chooseamc.com/wordpress/?p=82#comment-6 Terri, this simple paradigm has driven my own white paper writing for years now. I couldn't agree more - one of the top issues in white paper writing is "too much marketing". Customers are *so* uninterested in how groovy the FlexTronic 90B Dog Polisher is. They want to get their dog polished and done, as efficiently and humanely as possible. For me, the lead - the Problem section, is the most critical. If you can describe and quantify the problem so that your target audience will say, "Oh yeah! That's exactly what the problem is," then you've immediately raised the credibility of the entire piece. Terri, this simple paradigm has driven my own white paper writing for years now. I couldn’t agree more – one of the top issues in white paper writing is “too much marketing”. Customers are *so* uninterested in how groovy the FlexTronic 90B Dog Polisher is. They want to get their dog polished and done, as efficiently and humanely as possible. For me, the lead – the Problem section, is the most critical. If you can describe and quantify the problem so that your target audience will say, “Oh yeah! That’s exactly what the problem is,” then you’ve immediately raised the credibility of the entire piece.

]]> By: Jonathan Kantor http://www.chooseamc.com/2009/02/a-purpose-driven-white-paper/comment-page-1/#comment-5 Jonathan Kantor Mon, 08 Jun 2009 20:24:56 +0000 http://www.chooseamc.com/wordpress/?p=82#comment-5 Hi Terri, Great post. I thought it was considered politically incorrect to use the word "solution"? ;) Best wishes, Jonathan Hi Terri,

Great post. I thought it was considered politically incorrect to use the word “solution”? ;)

Best wishes,

Jonathan

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