Continued from page 1
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.

President of Keyword Writing