Today, we live in a world of 'abbreviated information'. We don't send long emails, we opt for brief text messages or 'Tweets' via Twitter. Unlike previous generations, we have become a 'short attention' society, unable to read detailed information for a substantial period of time before becoming distracted by events that require our immediate attention.As we grow accustomed to short, quick messaging methodologies, our ability to read lengthy and detailed information such as white papers will decline.To address this growing trend, white paper information must change from an 'all-text' medium to one that includes new elements that appeal to today's time and attention-challenged business reader.This book will help white paper marketers recognize this growing trend, and incorporate a host of new white paper elements that engage the 'short attention' reader. In doing so, marketers can have a greater impact with their white papers enabling greater business marketing effectiveness.
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3 of 3 people found the following review helpful:
5.0 out of 5 stars
A good reference for writing effective white papers,
By Betty Tew "InfoCreative" (Apex, NC) - See all my reviews
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This review is from: Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader (Paperback)
Jonathan Kantor presents several strategies for writing white papers in order to make them easy to read and quickly assimilate in this useful guide.
Because business readers are more time-challenged today than ever, Kantor argues that all business communications are becoming abbreviated in some way. Texting, twitter, we all seem to want bite-sized information that we can grab on the run. But we can't sacrifice the message in the process. Kantor's book gives you numerous techniques for using graphics, color, design, and structure with white papers so they get read and help people make better business decisions. Many of the techniques he talks about can be applied to other collateral as well. The 150 pg book is a quick, informative read and a good reference for the professional business writer or anyone who has to write white papers.
2 of 2 people found the following review helpful:
4.0 out of 5 stars
Good insights for experienced white paper writers,
By Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews (VINE VOICE) (REAL NAME)
This review is from: Crafting White Paper 2.0: Designing Information for Today's Time and Attention-Challenged Business Reader (Paperback)
This book presents a good, if brief overview of writing and design techniques to use in white papers and other promotional documents to attract and engage readers. It is not an introductory book, or a how-to book for someone who has never written a white paper. Look at this book first, then read the author's blog for more in-depth discussion and examples of the topics it covers.
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