White Papers: The Niche Where 20 Pages Can Net You $20,000 – Really!

Article by Yuwanda Black

White papers may be the highest paying niche in freelance writing – as far as fees, I don’t know of another that pays nearly as well. Okay, maybe sales letters, but even those are a form of white papers. So, you may be thinking, “What exactly are white papers and why does this freelance writing niche pay so well?”

White Papers: About

To understand why white papers pay so well, it helps to understand what they are. Wikipedia defines it this way: “A white paper is a report or guide that often addresses problems and how to solve them. White papers are used to educate readers and help people make decisions. They are used in politics and in businesses.”

I interviewed Gordon Graham of ThatWhitePaperGuy.com last September for my newsletter. Here’s his in-depth definition:

The term is used very loosely. I’ve heard white papers defined as everything from “a bait-piece,” to “a way to freeze-dry your ideas.” After more then five years of research, I think of a white paper as a persuasive essay.

A white paper is something between an academic paper and a magazine article in Scientific American, something between a technical manual and a glossy brochure. A white paper is sponsored, usually by one vendor or association, and generally to promote one product, service, or method for solving some problem.

Others will say that a white paper is basically any type of document or special report given away to attract prospects. Maybe that’s not wrong, but it’s a much looser definition than I tend to use.

White papers can be effective because everyone has more to do and more to learn and more to read than they can possibly get to. A really good white paper can help a business person save time by clarifying some business problem or issue for them, by teaching them something about the subject. So the reader learns something that will help them on the job, and the business associates itself with an ideal solution to a problem.

Now that you understand what white papers are, you may have an inkling of why they pay so well, but let’s get specific.

Why Writing White Papers Pays So Well

Writing white papers pays so well for three reasons: the niche that commissions them; the industry recognition garnered from them; and the relative lack of competition in this area among freelance writers.

Business: White papers are usually commissioned by businesses – mid- to large-size corporations. Many businesses commission them when they are bringing a new product to market, for example.

A white paper usually answers the most common problems a target market may have about a product/service. Large companies spend millions of dollars in advertising and marketing to bring a new product to market.

Because a confused consumer is a non-buying consumer, white papers help companies to clearly get across how a particular product/service can benefit the end user.

Consider this: If a company is going to roll out a new product and spend millions of dollars in advertising, paying a white paper writer, $10,000, $15,000 or $25,000 to write an 8-page “brochure” is a drop in the bucket – especially if it can convert 2%, 3% or 10% more customers.

Note: Any size company can commission a white paper – and in fact, many smaller companies are starting to realize the value of them. This is why white paper writers are so in demand.

Industry Recognition: Besides allowing companies to capitalize on marketing and convert more customers, white papers drive industry recognition – which leads to more sales (hey, it’s always about the bottom line).

There is perhaps no better way to illustrate this than to take a look at the technology industry. It seems that every day some new widget, software application and/or web technology is introduced to the marketplace.

One way for companies to get industry buzz is to have the developer, company CEO or design team talk it up in a white paper. They may divulge the story of why the software was developed, the unique features that solve problems for clients and how it can help a company cut cost, save time or speed up productivity.

Usually, testimonials abound, lending credence to the white paper assertion.

From a commissioned white paper, a company may garner more invitations to speak/join/become involved in industry organizations/conferences/trade shows, etc. By doing this, they become known as “the industry leader in Gadget A Technology.”

This type of industry recognition is priceless.

Hence, the freelance writer who can write this 5, 10, 15 or 20 page booklet is a highly paid professional, which is still peanuts for the firm who commissioned it.

White papers are the one writing niche where I’d have to say the worth of the writer is valued in terms of the end result, not the actual output. And, that’s one reason to go after this niche. Business rarely quibble about price, they just want someone who can deliver the goods – goods they don’t mind paying for.

Less Competition: Compared to other freelance writing niches, there is not a lot of competition in this niche. The following is my own take on why.

I think a lot of freelance writers are afraid to tackle this niche. After reading John’s post, Fear and the Guest Blogger, he talks about how some people had divulged to him that they were afraid to write for his site, i.e.: “Several people have written to me to let me know that they are scared. They are actually scared of writing an article for me. … They fear my audience.”

This may be partly why there are a dearth of white paper writers. Many feel that their skills are good enough, they’re not educated enough, or they’re not skilled enough to write for big companies.

From what I see on the net – where I spend 10-14 hours a day at a minimum – many have nothing to fear. Yeah, there are a lot of freelancers who should be embarrassed to call themselves writers (okay, okay, I have those days), but for the most part they don’t need to be.

Like any new niche, it can be difficult starting out. But, I’ve found over the years that as freelance writers, many of us overestimate what clients are looking for and underestimate what we can deliver. I can’t tell you how many times I’ve agonized over a project – scared to death that it wasn’t good enough. And, upon turning it in, the client turned out to be so pleased, you’d think I was the second coming.

Moral of the story: Don’t let fear keep you from entering this sector if it interests you.

Fun Fact: How White Papers Got Their Name

“The term [white paper] is an offshoot from white book, which is an official publication of the national government. Since it has its base in government publications, white papers generally try to mimic the same weight and authority.” [Source: WiseGeek.com]

To read Gordon Graham’s (aka “That White Paper Guy”) entire interview in the September 2007 issue of Inkwell Editorial’s newsletter, click here (pdf file).

More about White Papers

For examples of white papers in several niches and articles on how to write white papers, click here.
About the Author: Yuwanda Black is the publisher of InkwellEditorial.com. She blogs at InkwellEditorial.blogspot.com and is the author of How to Make $250+/Day Writing Simple, 500-Word Articles.

The Basics of Press Releases

This is day three of my discussion of, Write for the Web! A Beginner’s Guide to Writing on the Internet. This e-book was created by the men behind Men With Pens. They wanted me to take a look at it and give them my thoughts, so I am sharing my thoughts with you.

One of the topics MWP discusses is writing press releases. Press releases can make for a nice little income if you like working in public relations. The press release is a very traditional form of marketing and public relations that has a well-established set of rules. MWP explains a few of those rules such as:

The press release must include the following information: what’s new (headline), date that event happened, name of the company issuing the press release, what’s the story (opening paragraph), quotes (usually from CEO or VP of Marketing),  a line or two about the company, and what it does, and contact information, (name of PR officer, his telephone number, email address, and cell/pager number).

I was kind of surprised that they assumed the PR officer is a male. Most of the PR people I’ve dealt with are women. I also haven’t met anyone with a pager in almost ten years. A fax number is more likely, but still decreasing in use. The rest of the advice is spot on. I would add the following:

Write it in a News Style

Put the primary information (who, where, what, and when) into the lead (first paragraph and keep the sales pitch subtle. No exclamation points!!! Use short words and sentences. Make sure what you’re saying is very clear. Many publications will directly reprint (or at least reprint blocks of) a press release as long as it is written in a professional news style. Buy either the AP Stylebook (most newspapers) or the Chicago Manual of Style (almost everyone else) and learn the general guidelines for abbreviating words, writing numbers and capitalizing names.

Show and Tell

If you have good photos, send them or include the words “photos available upon request” with your information at the top of the first page. Only send high quality photos and only send them if they add to your story.

End it Properly

End a press release with either “###” or ” -30-” typed across the center of the page, three lines below the end of your text. If a release has greater than one page, type “-more-”, centered at the bottom of the pages preceding the final page.

For more information on writing press releases (the old fashioned way) read my article: Sending Effective Press Releases.

Copywriting: Writing to Sell

A copywriter writes documents (copy) intended to sell, entice, influence, persuade, or educate consumers about a product or service. This writing can take many forms. These include, but are not limited to, advertisements, brochures, product announcements, press releases, speeches, data sheets, product packaging, sales letters, scripts, presentations, mailings, web sites, flyers, and even menus.

Copywriters often work for advertising agencies, marketing firms, and public relations firms. Many copywriters work directly for the company that sells the product they write for, especially in the case of catalog companies and other companies involved in direct consumer sales. There are also many copywriters who freelance, offering their service to various firms on a short-term basis.

Copywriting should not be confused with business writing, though on some projects they may overlap. The rules of copywriting often fly in the face of the rules for standard business writing. Perfect grammar does not always make for good copy, but word usage is critically important. Word choices such as when to use “but” instead of “and”, can mean the difference between inviting copy and forbidding copy. This does not mean, however, that a writer must have a giant vocabulary. In fact, unless the particular audience requires it, most ads are written to be understood by anyone with at least fifth-grade reading skills. A writer should have a firm understanding of the rules that govern advertising writing, and the differences between words that in other cases might be interchangeable. Consider the difference between these two sentences.

The new Tivoli Storage Manager provides the system-wide backup your corporation needs, but it won’t break your IT budget.

The new Tivoli Storage Manager provides the system-wide backup your corporation needs, and it fits your IT budget.

The first sentence conveys two positive aspects of the product, separated by a word with negative connotations, while the second used a more positive link. That sort of detail may not ruin an advertising campaign. It may only be the difference between a hundred sales and a hundred and one sales. Given the option, however, any company would want that extra sale. By the way, you get extra credit if you noted that the word break might not be the best word to use in a product description.

Because of their ability to get the details right, the best copywriters are highly valued. Writers who know all of the tiny differences between one word and another, and can use them to sell a product, are worth the high prices they charge. Those prices can lead to jobs that pay in the six figures, especially for freelancers. Established freelancers currently charge as much as $150 an hour.

Copywriters must have several goals in mind. They must first get the customer’s attention. If the copy never reaches the intended audience, and if it can’t stop them long enough to get them to pay attention, then anything else that follows is useless. There are many ways of getting a customer’s attention, but the general rules are to keep it short, be as specific as possible, use language that attracts interest and most importantly, keep the advertising focused on the benefits to the customer.

Copywriters should also be able to make a product distinguishable from the competition. Whether there are three or thirty other similar products or services on the market, a copywriter should be able to identify what makes this product special: craftsmanship, cost, reliability, customer satisfaction and support, speed, style, or anything else that makes the product or service distinct.

These are just some of the things a copywriter must consider. Another major issue is credibility. You must be able to back up any claims made in your advertising, and any direct comparisons with other product must be based on proven facts. False advertising is illegal.

To be a successful copywriter, you should be both a good writer and a good salesperson. If the idea of sales and marketing appeal to you and you consider writing one of your talents, then this can be an excellent and lucrative career choice. To get started in a copywriting career, you should first develop and test your skills. You should begin by reading more on the subject. There are several guidebooks listed at the end of this article. You should also pay attention to the advertising around you. Look through a magazine and critique the advertisements. A good way to develop your early skills, and to create a portfolio to show prospective employers and clients, is to take existing advertisements and improve on them. Don’t limit yourself to magazine ads, however. Look at all of the different types of copy listed in the first paragraph of this article. You may want to practice all of the different styles, or you can focus on the types of copy that are most interesting to you. Copywriters often have specialties.

After you are more familiar with copywriting, you should look for your first employment opportunity. This might be a junior position at an advertising or marketing firm, or it might be small jobs for the people you know. You can offer to produce free or inexpensive brochures/fliers/ads for your dentist, doctor, and hairstylist or for any friends with advertising needs. Little jobs like these will give you experience working with new copy, and they will also get you used to working with clients, even if the first clients don’t pay. The key is to improve your skills, and to build a portfolio of your work. From there you can branch out to bigger clients and better paying jobs.