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White
papers may be one of the best ways of communicating in-depth
material to customers and prospects. But to work, they have
to strike a very delicate balance.
When
writing white papers it is all too common for people to
either fall into the trap of ‘dumbing down’
rather than making clear or inserting dubious jargon as
opposed to demonstrating genuine thought leadership.
The
point is that conveying highly technical information is
a skill in its own right – entirely separate from
having the necessary knowledge to begin with.
A
Writing Machine white paper audit can give you an honest
insight into whether or not your white papers really achieve
what they set out to do and where, if necessary, they need
improvement.
We
will provide critiques of your existing material, as well
as expert guidance on writing a good white paper. Consequently,
our audits will help you make the most of your previous
copy – and build for more success in the future.
Why
Writing Machine?
At
Writing Machine we know how to put together a white paper
that will stimulate readers from the outset – and
hold their attention. As a marketing services agency with
over a decade’s experience in white paper writing,
we’ve applied our skills to create and fine tune the
white papers of some of Europe’s most prestigious
companies including, amongst many others:
- BT
- Microsoft
- Micromuse
- Actuate
- Equant
Our
team of professional marketing copywriters will rigorously
dissect your white papers. They will look at everything
from the format of the white paper to the writing style
– using the same focused approach we take in producing
our own.
What’s
included?
Writing
Machine white paper audits examine your white papers from
a number of different angles to provide you with a comprehensive
insight into the calibre of the writing and the effectiveness
of the copy.
The
assessment will examine the following:
- How effectively the central message is
conveyed
- What impression is created of your company
- Structure
- Use of copywriting devices
- Accuracy/suitability of language
We
will also provide some core recommendations for writing
a white paper that is more effective.
Each
audit will amount to around six pages of copy. It will feature
a formal introduction and general observations as well as
several pages of metric assessment followed by a ‘recommendations’
section.
Furthermore,
we will follow the audit up with a call from one of our
copywriting consultants to further discuss any issues arising
and to ensure that you find the critique both clear and
useful.
Cost
The
cost of auditing a white paper is only £199.00 (UK
Sterling) plus vat.
To
arrange a white paper audit please call Claire Fuller on
+44 [0] 1962 841250 or contact her by email at clairef@writingmachine.com
Alternatively,
larger audits can be arranged through Claire (contact details
above) at an agreed price.
Terms
& Conditions
1. There is no obligation to purchase
any further Writing Machine services. The aim of the audit
is to provide you with practical advice for improving the
copy and understanding its strengths. That said, in some
cases recommending a rewrite or sub-edit by a professional
will be the appropriate course of action.
2.
A purchase order is required in advance. .
3.
The audit will be completed within one week of receiving
both the copy and the purchase order.
4.
All comments given are the opinion of Writing Machine alone.
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