One of the shortcomings with today's fast paced, social media-centered society, is the fact that we don't read as many books and documents as previous generations. In fact, our newfound comfort with social media exemplified by short, rich, messaging methods has compounded this trend. After all, we'd much rather watch a 5-minute online video than read five similar pages of text. So when there is a need to convey a critical solution message, this short attention trend now presents a significant problem for business marketers that rely on white papers to deliver those messages.

To gain the attention of social media oriented business executive, business marketers must transform their traditional, text-heavy, paragraph-oriented white papers into ones that incorporate more visually engaging formats and designs. By applying a visual approach to information delivery, business marketers can more thoroughly engage their target readers and draw them into their important solution messages.

Crafting White Paper 2.0 teaches business marketers how to apply a series of visually engaging elements such as page design, color, summaries, text formatting, business graphics and illustrations to improve on the traditional model of the text-heavy white paper. By applying a "white paper 2.0" strategy, business marketers can leverage these attention-generating elements to produce compelling and effective white papers that generate more profitable outcomes.

Why "Crafting" versus Writing?

When we hear that someone practices a 'craft' we tend to think of him or her as a talented artisan. When we are introduced to a writer on the other hand, we tend to think of their role more as a productive task, rather than a craft. Certainly, there are fiction writers that have an inherent talent for creative writing, but in the business world, writers create materials that fall more into the category of work-related tasks, rather than creative byproducts associated with a craft. In the view of many people, sculptors practice a craft while writers perform "grunt work".

This book is entitled, "Crafting White Paper 2.0" for a reason. If business writers and marketers wish to elevate their skills on par with a craft, they will have to incorporate more visually engaging elements beyond simply placing words on a blank sheet of paper. White paper writers in today's competitive business environment will need to incorporate design, graphics, illustrations, and photographic imagery that is more on par with the work of a craft artisan than a task-oriented business writer.

This book is designed to do just that. By following the suggestions advocated in this book, business writers and marketers can advance their skills that yield more visually appealing white papers and engage today's sophisticated business reader. In doing so, their productive roles will be perceived more as a craft than a basic business task.

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