Techniques to boost your white paper’s visual appeal

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“Do I need one exhibit per page in my white paper?” A prospect’s question prompted me to turn to a designer for a response. David Williams of Red Dart suggests that you use one graphic element rather than one exhibit per page, as he explains in his article below. David was highly recommended by two writer friends who have worked with him.

Techniques to boost your white paper’s visual appeal
By David Williams

There’s more than one way to boost your white paper’s visual appeal. In addition to exhibits, you can use graphic elements including pull quotes, callouts, sidebars and subheadings.

Use exhibits in moderation

You rarely need one exhibit—chart, table, or image—per page. A reasonable rule-of-thumb is one exhibit for every three pages of text. However, as I explain below, it’s helpful to use one graphic element per page.

Ask yourself the following:

  • Is there information on every page of my white paper that merits an exhibit?
  • Can information on every page be organized into an easily digestible chart, table or image?
  • Would each graphic explain a concept better than my words alone?

Weak or unnecessary exhibits will only distract readers in the first crucial seconds and potentially lose them.

Other ways to add visual interest

When designing a white paper, I try to place a graphic element on most pages. My definition of “graphic element,” however, expands to include text highlights such as pull quotes and callouts. They are as effective as exhibits in breaking up long blocks of text, while providing a quick tease of the content to follow. They can also entice distracted or skimming readers to stick with you.

Like all graphic elements, pull quotes and callouts must be designed properly to work hard. Consider these guidelines:

  1. Keep them concise.
    Five formatted lines or less is a good goal. You can edit the excerpts into segments, if necessary, to get there.
  2. Maintain a uniform design.
    For a professional appearance, be consistent in the use of same typeface, point size, color and rules or tints (if appropriate).
  3. Position them away from the source text, if possible.
    There is no advantage in exposing the reader to the same information within seconds.

Sidebars and subheads are also easy on the eyes

I could write an entire article on the graphic potential of the sidebar, but just know that a single all-text sidebar on a tinted background can be a visual oasis to someone giving your white paper a comprehensive read.

And don’t underestimate the power of the humble subhead to add visual interest to a page. More than organizational tools, subheads are valuable design components that corral long, gray passages of text into manageable bites, help maintain reader interest and promote scanning. As with pull quotes and callouts, however, it’s important to keep them short and engaging.

Even the most fascinating, expertly written white paper will benefit from visual elements that aid in understanding and navigation. Include exhibits only when they will explain concepts better than you can in words alone, and use text highlights to keep readers hooked.

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David Williams is a productive graphics professional with more than 20 years of experience in print and online media. He specializes in B2B and financial services documents, including white papers. David lives in Atlanta, Georgia, but routinely works with clients nationwide. You can learn more at www.reddart.com.

White papers: Great training for your ghost blogger

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Busy financial advisors may seek ghost bloggers to write blog posts for them.

Photo: tomasrotger.com

As a ghost blogger for a registered investment advisor, I’ve stumbled on a great way for you to train your ghost blogger: Hire the writer to craft a white paper before she or he starts ghost-blogging.

Advantage: White paper immerses writer in your topic

White papers are usually rich in information. So one white paper provides the foundation for multiple blog posts.

I’m a big believer in recycling information, as I’ve said in “A top technique of financial advisors who blog successfully.” Your white paper readers may not even notice that you’re recycling, if your writer doesn’t simply cut-and-paste into your blog.

Another advantage: When I write a white paper, I learn about the client’s expertise, business, and how the client likes to interact with me. This means I can get up to speed quickly on the blog.

What to look for in your ghost blogger

Here are some factors to consider before you ask your white paper writer to become your ghost blogger.

1. Ability to generate blog post ideas

2. Compatibility with the way you like to work

3. Dependability

4. Mastery of a “voice” – a writing style and formality level that works for you and your audience

5. Understanding of your field

I put these five factors in alphabetical order. Your priorities may differ.

Warning for registered reps

If you’re a registered rep using a ghostwriter, you may need to disclose that. I discussed this in “Registered reps, it’s time to ‘fess up.”

Make your writing easier with my fill-in-the-blanks approach for structuring articles

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Smart financial professionals often struggle to convert their ideas into compelling prose, losing readers in the first paragraph.

Photo: Joe Mud

If this sounds like you, you can benefit from my fill-in-the-blanks approach to write your introductory paragraph and structure your article, blog post, or other writing.

Step 1: Identify three keys to your article

This approach depends on your identifying three pieces of information:

1. Your target audience

2. Their problem

3. The solution

Step 2: Write your fill-in-the-blanks intro

To craft a compelling introduction, take the key information from from Step 1 and drop it into the blanks highlighted in yellow in the illustration below.

In other words: Name of target audience struggle with brief description of problem. You can solve this problem with brief description of solution.

Does this structure seem familiar?

It should. I used it in the first paragraph of this blog post. Name of target audience: smart financial professionals. Brief description of problem: struggle to convert their ideas into compelling prose. Brief description of solution: my fill-in-the-blanks approach.

Introducing your topic this way quickly shows your audience that you’re speaking to them and their needs. Plus, they’ve got an incentive to continue reading because you have a solution for their problem.

Step 3: Flesh out the formula in the remainder of your article

You’ve set expectations in your introduction, so follow through in your article. If it’s a brief piece, such as a blog post, dive in to explaining the solution. If it’s a longer piece, such as a white paper, you can first describe your audience and its problem in more detail to show you grasp their challenges. This enhances your credibility.

Have you tried this approach?

I’d like to hear about your experience with this audience-problem-solution approach.

Effective content marketing for financial technology companies

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Life is harder for financial technology salespeople today. It’s not only the economy. It’s a change in how companies make decisions. They’re relying more on word-of-mouth and Internet research. As a result, buyers are waiting longer to speak with salespeople. Luckily for financial technology companies, Candyce Edelen of PropelGrowth has a thought leadership solution.

Edelen suggests tech companies write thought leadership pieces to reach potential clients before they’re ready to buy. This is essential now that more companies do online research prior to meeting with potential vendors.

Target content for each stage of the buying process, says Edelen in “Thought Leadership to Support the Entire Buying Cycle.”

The prospect’s stages include

1.  Awareness, where companies need to “understand and articulate their business pain…” and realize there are solutions.

2.  Research about solutions – “Now, your content should guide them into functionality that they should consider,” says Edelen.

3.  Evaluation of vendors and products – Set expectations about the functionality required in any solution.

4. Commitment – Provide content, such as case studies, that helps prospects manage their anxiety about the risks of buying.

You can download Edelen’s complete white paper for more details.

My process for writing your financial white paper

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How does the process work when you write a white paper? Prospective clients often ask this question.

Here’s a chart that shows how I typically tackle a white paper. Of course, the process can be adapted to your needs.

Questions? Ask away!

White paper tactic: Advise prospects on how to choose a product or service

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Educating your prospects can turn them into clients. This is especially true when you use white papers to “set the specifications” for hiring.

White papers often feature a “how to choose a ____” section that advises readers a service or product offered by the company sponsoring the white paper.

“If your marketing campaign teaches prospects the seven things to look for in a widget, and your widget has all seven, you will be the buyer’s first choice,” as Robert Bly says in The White Paper Marketing Handbook: How to Generate More Leads and Sales with White Papers, Special Reports, Booklets, and CDs.

Of course, your recommendations need to be relevant and credible, in addition to matching your credentials. For example, you wouldn’t trust me if I recommend that you only consider financial writers who live in Massachusetts and hold a Ph.D. in Japanese history. You’ll react differently if I suggest you seek an investment writer with the following credentials:

1.  CFA charter

2.  Financial journalism experience

3.  Experience working in-house on investment-related marketing communications

4.  Commentator and trainer on effective communications

What about you? If you’ve used the “how to choose” technique, I’d like to hear about your experience.

Reader challenge: Improve this white paper introduction

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When your investment white papers’ readers snooze, your company will lose.

Photo by normalityrelief

Here’s the first paragraph of a white paper that would benefit from a makeover.

WHAT IS ACTIVE SHARE?

Active share is a new measure of active portfolio management. This idea was first introduced by Martijn Cremers and Anti Petajusto, two Yale School of Management Finance professors, in a 2006 academic study titled “how Active is Your Fund Manager? A New Measure That Predicts Performance.” In this analysis, active share is defined as the percentage of the portfolio that differs from its established passive benchmark.

What’s missing from this introduction? What changes do you suggest?I realize you’re operating at a handicap because you can’t see the rest of the piece. Please do your best.

I’ll hold my comments so I don’t squash the conversation. Go to it!

White paper questions and resources

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Thinking of commissioning a white paper?

To ensure an effective white paper, make sure you answer the following questions:

  1. Who is my audience?
  2. What do I want them to do after they read my white paper?
  3. What problem can I solve for them?
  4. Why will my readers care about this problem?
  5. What are the three main points I want to make?

Here are some resources that can help you learn more about white papers.

Online resources

Books

Looking for a seasoned white paper writer?

If you’re seeking a white paper writer who has written for leading investment and wealth management firms, I can help. You can learn more in “My process for writing your white paper.”

This post was updated on September 27, 2011, and May 18, 2015, to remove outdated links.

April 2013 presentations by Susan Weiner, CFA

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New York Society of Security Analysts on April 28

I’m leading a workshop on “How to Write Investment Commentary People Will Read” for the New York Society of Security Analysts (NYSSA) on Thursday, April 28, 2013. The meeting runs from 12 noon to 1:30 p.m. The program is for NYSSA members only. Pre-registration required.

Professional Association of Investment Communications Resources on April 28
“How to Write What People Will Read About Investments” is the focus of my presentation for the Professional Association of Investment Communications Resources, more commonly called PAICR. It will run from 3:30 p.m.-5:00 p.m. It is open to non-members. Pre-registration required. Spots are filling quickly, so register now!


Also in APRIL: American Society of Journalists and Authors 2011 Conference

I will moderate–and speak on–panels about corporate writing and white papers at “The Write Road to Success,” the annual conference of the American Society of Journalists and Authors.

My panel on “Writing White Papers” takes place on April 30, during the part of the conference with registration open to the public. This event is also in New York City.

Two views: “Why Wasatch Writes White Papers”

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I dreamed of peeking into an asset management company’s marketing strategy when I saw the title “Why Wasatch Writes White Papers” in the latest issue of The Wasatch Advisor. Although the article disappointed, it suggested Wasatch’s real motive: Making the case for the asset classes in which they invest. Plus, it reminded me of two important rules for writers.

Wasatch: Little-known topics

Here’s the only paragraph that comes close to addressing the question raised by the article title:

Over the last couple of years Wasatch has developed five white papers on a variety of topics, including the most recent white paper “Think International, Think Small” which was just released this month. Each white paper focuses on an important topic that we believe is not well covered in general investor education.

So, the stated motivation boils down to Wasatch’s desire to cover important investment topics that don’t receive much popular media attention.

My take: The case for investing in Wasatch’s asset classes

If you look at the five Wasatch white papers, you’ll see that each addresses an asset class included in one or more Wasatch funds. Indeed, the first four white papers mention four to five Wasatch funds, according to the “White Papers” page in their online “Literature and Forms” section. I haven’t actually read the white papers.

White papers are a great way to market funds. However, I believe fund companies shouldn’t act as if it’s an accident that their white paper topics and their investing styles overlap.

I imagine that “Why Wasatch Writes White Papers” didn’t receive the editorial scrutiny it deserved. After all, in “Four lessons  from the Wasatch Funds on reporting underperformance,” I admired the quality of the firm’s communications. I’ve also benefited from the quality of the firm’s white papers. One of their white papers gave me the hook I needed to sell the editor of Financial Planning magazine on an article about mid-cap investing.

Writing lessons from this article

If you’re a writer, editor, or reviewer of your firm’s publications, you can learn some things from this article.

  1. Make sure that your articles deliver on what their titles promise. If the author called this article “Five White Papers to Help You Make Better Investment Decisions,” it would have set my expectations more accurately. Plus, it would never have inspired this blog post.
  2. Remember the WIIFM. Stress “What’s In It For Me” from your reader’s perspective when you write. The current title and introduction don’t do this.

If you remember #2, you’ll pull way ahead of many other financial communicators.