How to Pocket an Extra $900 on Every White Paper—

and Gain a Competitive Edge Over Other Writers

Welcome

Housekeeping

Intro to GG

Who this class is for

Poll

How many white papers have you written?

But how many did you plan?

And how many went smoothly?

Learning objectiveBy the end of this class,

you will understand white paper plans and how to use them to complete

more successful white papers.

Class topics • What is a white paper plan?• Benefits for you + your clients• Anatomy of a plan• How to price, sell, create, and deliver a plan

• From plan to white paper

What is a white paper plan?

A low-cost, low-riskdeliverable that sets out the frame of reference

for a white paper.

Why I started doing white paper plans

Steve Slaunwhite

White paper plans

benefitevery-

one

Benefits for a copywriterhelps a copywriter engage a prospect,

define a project, and manage it more successfully.

Benefits for a B2B clienthelps a client engage a copywriter,

define a project, and understand their rolein completing it successfully.

5 things I like about WPPs #1: Marketing benefits#2: Workflow benefits#3: Creative benefits#4: Project management benefits

#5: Financial benefits

#1: Marketing benefits• Gives you a competitive edge• Elevates you from “contract writer” to

“consultant” or “project manager”• Added status so you can add more value• Helps land more white paper gigs

#2: Workflow benefits• Makes a short, fast deliverable• Can do a plan in 1-2 days• Can fit around bigger projects (hint, hint)• Don’t have to say “I’m all booked up”

• Creates natural upsell to full white paper

#3: Creative benefits• Loads all project planning at the start• Splits off thinking from writing• Creates smooth pathway to white paper• Makes the writing much easier

#4: Project benefits• Reduces risk to check out prospect• Creates “frame of reference” • Helps keeps white paper on track• Helps resolve debates, cut off distractions

• Ensures more successful project

#5: Financial benefits• Pays for work you would do anyway• Boosts your fee by 15% to 20%• Maintains stream of live prospects• Smooths out cashflow

Any questions so far?

Anatomy of a white paper plan

• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?

• Who does design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents

Every WPP includes

• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?

• Design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents

Ask about these

• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?

• Design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents

Negotiate these

• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?

• Design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents

Think about these

• Call to action• Keep it short and sweet• Follow my one-sentence formula• See http://bit.ly/1NiWooC

• Recommended “flavor”… see infographic• Possible titles… see http://bit.ly/1VxD2P3

Tips to help you think

• A detailed outline• Tons of research and footnotes• Graphics• Finely crafted prose

What’s not in a WPP

• You’re not being paid for a detailed outline• You can do too much• Overview can be shorter or longer, depending

Beware the overview

Sample white paper plans

Client snapshot• Vancouver software firm wanted to get noticed • Had done a draft they didn’t like• Total budget was Cdn$4,000—including design

Notes on this project• Minimal research, essentially a rewrite• 3 audiences with subtle differences (graphic)• I proposed a numbered list• White paper came together easily

Client snapshot• Indian software firm wanted to increase business• Total budget was US$7,500 including design• Red flag = fuzzy idea of audiences

Notes on this project• 2 versions “cloned” for 2 audiences– Higher education: more footnotes, fewer technologies– Training firms: fewer footnotes, more technologies

• Came together like any white paper

How to price a WPP

Poll

What do you typically charge for a white paper?

• Going rate $500 to $1,000 • Could depend on prospect’s total budget• Depends on your white paper fee• WPP fee slides a little, not a lot

What’s the going rate for WPPs?

How much can you charge?

Beginner Intermediate Senior

White paper fee $2,500 $4,200 $6,000

WPP fee ~ $500 ~ $750 ~ $1,000

% of full paper fee 20% 18% 17%

Example: Competitive biddingLESS

experienced writer

YOUMORE

experienced writer

White paper fee $3,500 $4,200 $5,000

WPP fee — $800 —

Deposit required $1,750 (50% of full paper)

$800 for plan

$2,500(50% of full paper)

Difference in first payment +$950 — +$1,700

TOTAL FEE $3,500 $5,000 $5,000

Any questions so far?

How to sell a WPP

You want an eager client

for a white paper plan, right?

You want an eager client

for a white paper plan, right?

Not ideal client for a WPP• Experienced dealing with writers• Experienced doing white papers• Sure what they want• Great idea for topic• Gung-ho to hire you

Ideal client for a WPP• Not experienced dealing with writers• Not experienced doing white papers• Not sure what they want• No idea for a topic• Cautious and not 100%

sure about picking you

How I sell a WPP• Hear from a prospect • Send e-mail, pointing to webpage• Note: no proposal• If Yes, send PayPal invoice• Presto! $975 via PayPal

How to bargain

with WPPs

Reduce risk with a WPP• Do plan for $$, then credit back WPP fee• Example– Planning fee $750–White paper fee $4,200– Special deal $4,200 minus $750 = $3,450

Add value with a WPP• Do WPP for $0 if client orders white paper• Example– Planning fee $750–White paper fee $4,950– Special deal $4,950 minus $750 = $4,200

4 words to help close a sale• “But you are free…”• “I’d love to carry on and write your white

paper based on this plan, but you are free to send this plan out for quotes from other writers, or to write it in-house…”

3 possible outcomes• Hot: They hire you immediately • Warm: They continue to talk,

may or may not ever hire you• Cold: You never hear from them again,

they don’t answer calls or e-mails

My experience

Cold 33%

Warm 34%

Hot 33%

What happens to warm prospects

Cold 33%

Warm 34%

Hot 33%

Cold 33%

Warm 34%

Hot 33%

How to create a WPP

Steps in the process1. Sell plan and collect your fee2. Line up key reviewers for conference call3. Drive conference call with cheat sheet4. Take copious notes5. Think, polish, think, polish

Pitfalls in the process1. Sell plan and collect your fee2. Line up key reviewers for conference call3. Drive conference call with cheat sheet4. Take copious notes5. Think, polish, think, polish

Infographicon 3 flavors of white paper

Templatefor a whitepaper plan

How to deliver a WPP

Gathering comments• Schedule followup call• Go through each item quickly• If no debate, move on• Probe for areas of disagreement

Dealing with comments• Seldom get many comments• Mainly answers to questions • Get on the phone if needed• If answers change = red flag

Ask for the order• Do second draft WPP • Keep your eye on the ball =

writing the full white paper

From plan to white paper

3 best practices1. Include Goals and Audience on

first page of all drafts2. In case of disputes, go back to plan 3. If change of direction needed– See if that means scrap and rework– If so, ask for a fee adjustment

Poll

Will you start offering white paper plans?

Create web page for your white paper plans

Your To Do item

Any questions?