Editing and Writing
Think of a white paper as the foundation document for a multitude of other creative materials and projects..
Remember how people in meetings react to a speaker who drones on and on, reciting facts in a monotone.
The criteria a white paper conforms to are much closer to academic standards than to marketing standards.
If you’re going to create a white paper, it needs to provide the best information available.
The primary purpose of a white paper should be to think of the needs of a potential customer
When conveying important info, we have to use very clear language or we’d better define our terms very explicitly.
If we get so caught up hearing ourselves use the Big, Special Words that belong to our specialty, the only people we’re talking to are ourselves.
Banning apostrophes? Why should readers have to guess what the writer meant?
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