I stumbled upon this a bit ago and there seems to be some great information for those who are entering, or want to know about, the copywriting business.
9 topics covered in the book:
- The marketing power of white papers: How can a white paper generate sustaining, long-term sales for a business?
- Selling via education: Are the days of selling features and functions forever gone?
- A 10-step process to creating a white paper: Is there a process to creating white papers that works?
- Proven white paper outlines: Does an outline really help with writing a white paper?
- Writing compelling titles: Do titles really matter and how should they be written?
- The core components of compelling papers: What are the critical ingredients of any white paper?
- Extracting information via interviews: Why is interviewing experts so important for white papers?
- Where to find research: Where can anyone go to find information that can strengthen a white paper?
- Generating leads with white papers: How can white papers be used to generate leads?
Michael A. Stelzner is one of the leading authorities on the topic of writing and marketing white papers. He has written more than 100 white papers for many of the world’s most recognized companies, including Microsoft, FedEx, Motorola, Monster, Hewlett-Packard and SAP.
Michael is also the author of the bestselling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.
Michael is executive editor of the 20,000-reader WhitePaperSource Newsletter, a monthly publication dedicated to helping writers and marketing professionals master the art of white papers. Michael also founded WhitePaperSource.com, the first and only portal dedicated to the topic of white papers.
In addition, Michael trains corporations and professional organizations, and hosts a monthly teleclass on white paper-related topics. He has instructed major corporations, such as VeriSign and Qualcomm, and has spoken at national conventions, such as MarketingSherpa’s B2B Summit and the Society for Technical Communication.
Michael also authored the popular How to Write a White Paper: A White Paper on White Papers, used as required reading at major universities such as MIT and Johns Hopkins.
Michael graduated from San Diego State University with a Master’s degree in communications and has several published works in the communication industry. He lives with his wife and daughters in Southern California
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