Special Categories of Copy:


What is a "White Paper"? 

White Papers are perhaps one of the most powerful marketing tools a business can have... If used properly.  The problem is they are also one of the most misunderstood and misused tools as well.  

What are some of the problems with white papers as they are used by some companies?
A true white paper can be NONE of these things!  As an Engineer who can write, I had the opportunity over the last 23 years of my professional career to write many white papers.  White papers, properly written must do 2 things and do them smoothly and do them well:

  1. They must teach the reader important information about the topic.
  2. They must demonstrate the complexity or difficulty of the topic with subtlety.
The reason for creating a white paper is to get prospects to take the next step in the buying process, but to do it by first demonstrating competence in the area the paper discusses.  This posistions the business as the expert.  Once this "Top of Mind Awareness" is established in a prospects mind, it is much easier to get them to choose your product or service.

White papers do not have to be long, but they must be literly bursting with useful information.  They have to demonstrate that you and your business has a total grasp of the problem discussed, a complete understand of the issues involved, and be able to do these things without boring the snot out of the reader!

Click here for an example from a company called "Big Ass Fans"...
After you read it you'll know what I mean when I say "Teach the reader" but "do not bore the reader..."

Click here for and example of a white paper I wrote.





What is "Inspirational Copy"?

Inspirational Copy is what is meant by those writings or publications where very strong emotion is used to either inspire, or to reflect on some particular subject.

While all copy needs to use emotional elements and get "into the inner conversation" in the head of the reader, Inspirational Copy is meant more to inspire, motivate, and generally get the "juices flowing" with regard to a specific topic or experience.  For example, a well written wedding invitation should inspire the guests to strongly desire to come to the wedding and support the new couple.  Most people think just by "inviting people" that would happen, but don't kid yourself... Sure the parents and grandparents feel this way, but something as important as the invitation needs to really excite the other guests.

What about a companies yearly "kickoff" that attempts to inspire "the troops" to go the extra mile for the companies success?  There are many materials that can be used here, from motivational posters, letters, cards, and gifts, to full blown stage displays that really need inspirational copy to make the point in the hearts of the employees.  A good copywriter who knows how to evoke emotion is essential!

Funerals are a very tough area, and usually one that is overlooked.  Typically a funeral director gives the bereaved a book of sample take-away cards, and other printed materials used.  They are then forced to write or dictate an obituary while in this emotional state.  A properly crafted set of materials and obituary copy could really inspire those left behind to remember the best things about the person who has passed.

Inspirational copy might be the invitation to a self development seminar, or a direct mail package that is presenting a charitable giving opportunity.  They can even include the handouts or memorial cards at a funeral in order to inspire fond memories of the love one who has passed.

Inspirational copy can include poems, inspirational quotations, and other elements with the specific job to elicit emotion in the reader.  All copy should inspire, but this specific category are for those special life situations that should shine above all the rest.

For samples of some my inspirational copy, click here.