Reason #5. And speaking of journalists, what do they do when they pick up or receive expensive press kits? They throw them away, but they do keep valuable information like booklets and white papers. As a senior editor and editor-in-chief for data storage magazines, I can’t tell you how many beautiful and pricey press kits I picked up, then threw away. What did I keep? White papers. Who did I think of when I was writing a story on that technology? The company that wrote white paper.

The CLEAR Process All white papers need to combine good writing, good structure, and clear technical explanations -- high level or not, depending on purpose and audience -- and case studies. The process is CLEAR: •Clarify problem •List your technology's features •Educate your customers on benefits •Add proof points •Restate your case

People like technology white papers if paper is clear, useful, readable and available. Make sure your white papers fit bill with CLEAR process, or call a professional white paper writer for your next project.

Christine Taylor is president of Keyword Writing, which helps marketing and PR pros leverage their relationships with technology clients. E-mail her at chris@keywordwriting.com, call her at 760-249-6071, or check out Keyword’s Website at www.keywordwriting.com.

A man was arrested after knocking out an armored car driver and stealing closest four bags of money. It turned out they contained $800 in PENNIES, weighed 30 pounds each and slowed him to a stagger during his getaway so that police officers easily jumped him from behind.

A police officer pulled over a driver early Wednesday because van she was driving appeared to be out of control. According to his police report, 42-year-old driver not only seemed to be intoxicated, but said: "Please give me a break. I'm drunk."

You may introduce a character who always has a joke to tell. I’m not talking about king of one-liners, but don’t you know people who have a joke to share every time you meet them?

A man went to visit his doctor. "Doc, my arm hurts.. Can you check it out please?” The doctor rolls up man's sleeve and suddenly hears arm talk. "Hello, Doctor.” says arm. “Could you lend me twenty bucks please? I'm desperate!” "Aha!'' says doctor. ''I see problem. Your arm is broke!"

So lighten up a little. It’s ok. Even if your book is serious, your characters don’t always have to be.

Resources Jokeboss.com

© Copyright 2004 Lisa Hood. All rights reserved.