Will you accept three hundred per week to work for Paramount Pictures? All expenses paid. The three hundred is peanuts. Millions are to be grabbed out here and your only competition is idiots. Don't let this get around. 
KeyNotes - THE Moving Finger Newsletter
About writing and editing for business, and words in general
February 2009
In this issue:
- Add colour to your white papers
- How to produce a customer newsletter - Part 4: Planning your schedule and managing deadlines
Add colour to your white papers
The present economic climate is focusing companies’ attention on ways to deliver added value to their customers. And one of the most useful strategies is to share knowledge that can nurture a profitable relationship.
Now you may already be publishing articles or regularly distributing a newsletter to build your credibility as an expert in what you do. But have you considered the value of white papers?
Traditionally, the term white paper refers to government produced documents and reports. Yet today the marketing white paper is just as common and can be used as an information-sharing sales tool to influence opinion about, say, an emerging technology, a new product sector or industry trend.
Sales tactic in disguise
The marketing white paper has been described as a sales tactic in disguise. Typically it provides an objective and thorough overview of a current market or industry situation, reviews the historical background, presents the pros and cons of the latest approaches and projects them forward to identify future trends. The approach is authoritative and meaningful but, most importantly, an endorsement of your standing and position as the author.
Today’s online accessibility has brought white papers bang into the marketing frontline. They can be distributed easily, added to your website and exchanged for useful contact information. Where previously content was presented in endless paragraphs of continuous text, you can now use design and illustration to give a visual appeal that complements what you say.
Using a few structural devices when writing your copy can also help your white paper’s presentation:
- Break your text into bite-size chunks so readers can scan to the sections they want to look at (rather than plough through the whole document).
- Use sub-headings, bullet points and pull-out quotes to emphasise and support important points.
- Add breakout panels to include relevant supplementary information.
- Feature case study examples in side panels for extra illustration.
How to produce a customer newsletter - part 4: Planning your schedule and managing deadlines
Forward planning your newsletter ensures you won’t struggle for something to say when the next issue falls due. Just draw up an editorial schedule to map out the content issue by issue.
Aim to do this for a period covering at least the next quarter. Check your diary and enter potential articles that tie-in with key cycles in your company’s calendar. Then, depending on the size of your operation, flesh out and confirm the details with colleagues whose input and co-operation you’ll be seeking to make them happen, perhaps in the form of a regular editorial meeting. Build in some flexibility as the newsletter needs to be responsive to shifts in company direction or changes in its marketplace.
Set time aside for articles
You can then start generating articles that aren't time-sensitive, such as case studies and ‘how to’ pieces and have them ready well in advance. These will also be good stand-bys when a planned story gets pulled at the last minute. Set some regular time aside to work on this library, say a half hour each week, so you can count on getting the articles completed in spite of busy periods. Again, it may be appropriate to delegate some articles to those with specific knowledge or responsibilities, or at least have them provide you with input you can edit into the final piece. Guest articles showcasing customers or outside contributors are another useful way of spreading the load.
Managing deadlines
You’ll need to set dates by which all submissions must be written and received – and a final date for the complete issue’s sign-off. Work backwards from your target issue date, allowing time for all the production elements, and set your published deadline a day or two before the real one to give yourself some extra time.
Ensure everyone appreciates that the deadline is exactly that and that articles will appear unchanged unless amendments or comments are in beforehand. Approvers should delegate if they’re not going to be around at the appropriate time themselves and be restricted to just correcting factual inaccuracies. You don’t want them putting their personal stamp on the newsletter’s overall style and tone.
Lastly, one person should have the final say on the complete issue – involving any more will only cause confusion and probably delay you in getting it out.
