Hiring a White Paper Copywriter
One of the biggest hurdles when you start out in your own business is learning how to promote yourself. It doesn’t matter how good your product or service is, if nobody knows about it, who’s going to buy? Fortunately, being your own boss also means planning your own marketing strategy and hiring the right people to help you. That’s not as daunting or as expensive as it sounds, but be careful not to cut corners when hiring a writer for your marketing. After your website, the most important promotional tool for your brand will be one, or a couple of white papers. When it comes to hiring a white paper writer, make sure you don’t sacrifice quality for cost.
What is a White Paper?
Basically, white papers are generated as a general solution to a problem your product or service addresses. It is used in B2B marketing to offer evidence of the need for a new technique or strategy to deal with a inefficient practice currently in use. Although your white paper may contain references to your company, it should not be confused with a marketing brochure or advertising flyer. Its strength lies in the impartial proof it gives of the effectiveness of your solution. So the reader is convinced of the solution before he is presented with your contact details and your invitation to call you or join your mailing list. The reader should not feel over-sold, so it’s important to resist the urge to tell him how much better your solution is, or how great or highly-experienced you, or your staff, are! Leave the unique selling points or strengths of your business to your other promotional materials, or let the Success Stories of your satisfied clients speak for your genius!
How to Hire a Great White Paper Writer
First and foremost, make sure your copywriter has experience. Ask to see samples of previous white papers –it is especially helpful if they have already written content for similar subjects, or have a specialized knowledge of your industry. Of course, specialization comes at a premium price, but this is where you must exercise judgement and see what extra value and benefits lie in a B2B writer who knows his or her stuff!!
Secondly, make sure they know the purpose of a white paper and the standards expected by the potential reader. If they expect to promote your business heavily or include adverts and case studies, this should be a red flag to check that you are, literally, on the same page. If in doubt, a good frame of reference is http://www.quillmouse.com which gives good general advice about getting clear on the aims and scope of your paper, and the specific audience and format you intend to use.
A great added bonus of a good white paper is that you will have around two to four thousand words of well-written copy that you can cut and paste and use for other marketing materials such as Facebook Ads and Tweets or your company newsletter. This makes white papers a great value investment for potentially years to come. This is the case for a buyer to invest in your service, so make sure it is presented well. If you need a second opinion, don’t be afraid to hire an editor for a couple of hours – to make sure the English is polished, professional, and sets the right voice for your company. Remember: most marketing materials will be changed and updated frequently, but a good white paper should be seen as a sound long-term investment. A good reason to get it right first time!
The biggest mistake that home workers make is to NOT look for a job they love. They choose work based on their previous experience, because they still believe that’s all they know! It’s almost like the boss is still looking over their shoulder and they are still in ‘office mode’ -you know: I’m at work and so it follows that I must be suffering! For that reason, we decided to outline exactly why your productivity, income -and sanity!- all depend on understanding why it’s important to know how to find a job you love.
Conrary to popular belief, human beings do not thrive under pressure. They might get concentrated results over the short term, as and when required, but deadlines and panic do not make for a harmonious workplace. Once you get your body and brain to cooperate to get a project out fast and on time, you can’t expect a fast turnaround for the next deadline. Your mind has been easily fooled into giving you emergency results just this once – but it does not like to be treated like that on an ongoing basis. Once bitten, twice shy!
Studies continue to show that we really give of our best, consistently and long term, when our brains are relaxed, fluid and adaptable -not worn out and frazzled! So pleasure in your work is critical -and, of course, one of the main reasons you have chosen to work from home. Be careful to avoid overdoing it and forgetting to relax. See the following article published in The Guardian: “WHY is home more stressful than work?”
At this point, you are probably wondering how it is possible to choose work you love, especially if your valued clients ask you to do something at short notice -and it’s just about the most jaw-droppingly boring subject matter you have ever come across. Of course, this will happen from time-to-time, but there are ways of making sure it doesn’t show up too often.
Choose your specialist niche carefully and precisely. When a last-minute boredom task shows up, use it to your advantage to help you re-write your niche description a bit more accurately, to ensure that particular topic or format can’t fall through a loop-hole again! It’s a really effective principle, because whenever you do get offered any unpleasant topic and asked if you can do it, you can either point to your niche description and give them a flat-out “no’, or you have the option to do it, but charge more – whatever your price would be to make it worth your while. That way you are in complete control and in a better position to keep the work enjoyable and fun – and only take on the less interesting stuff if it suits your purposes.
Another reason why enjoying your job is so important is that your internal energy levels will be higher and you will be able to give of your best self for longer.
Even if clients upset you or you are behind on a deadline, you will be more able to cope with it , without crumbling or freaking out.
And, lastly : completing the job is not the only target. The process is part of the package. When you enjoy your work, you start to enjoy the journey, not only the attainment of the finish line.
I hope this has convinced you to give up the mind garbage that tells you a job must be unpleasant, and gives you motivation to discover how to find a job you love.
Even at home, you will spend at least a third of your life at work -it doesn’t make sense to wish that away. Your aim should be to feel just as happy at work as you feel out of work. Monday doesn’t have to be miserable; an easier to find work you love
Do What You Love and Love What You Do | Kickstarting Your Career over 50
Over the last few years, the number of jobs around has declined so far that you might think that enjoying your work is a luxury, and the media reinforces that belief by running articles on how it’s so difficult to find a job after 50. But that’s not the case, and more than ever before it’s vital that your career change at 50 starts with discovering your real purpose and the talents that set you apart from the competition.
If you see yourself simply as one of many faceless individuals doing everything you can to score an interview and get a foot in the door anywhere, you are actually ignoring your most important asset -your individuality!
In addition, you are selling short another valuable asset -your years of experience and knowledge- by putting yourself in the ring alongside the young and inexperienced. Your skills and maturity should be paying you more, not taking you back to the level of student work!
The first thing to consider is the difference between a ‘job’ and your life’s purpose.
It’s true that the number of jobs is disappearing, as mechanization and computerization reduce the need for many traditional jobs. In fact, it has been estimated that up to 80% of today’s careers could be gone in the next 20 years. The future of paid employment is looking bleak according to Rohit Talwar. In a recent article, he predicted that today’s children might have to do 40 different jobs in their working life.
If you come from the position of trying to find a job to pay the bills, you become a faceless contender among the thousands doing the same.
If you do the same as everyone else, how can you expect to deliver work that is of value? You are just asking employers to treat you like slave labour -selling off the hours in the week to anyone who will have you.
That air of desperation is obvious -and off putting!
So what’s the smarter strategy for a career change at 50? Not looking for a job, but discovering how to use your true abilities to design the unique work that only you can do. Getting back to what you were gifted with -and what you are motivated to share- is the real key to success and the answer to that burning question “What should I do with my life?”
Instead of getting lost in amongst the ‘also rans’, its time to set yourself apart and shine in the power of the unique gifts you bring to the world.
Discover the resources available to help you solve the puzzle of ‘what is my purpose in life‘. Take your time and don’t panic! Study the new resources available to you, especially the flexible business models online. Arm yourself with the facts about the positive opportunity you have to enjoy the work you design in line with your personality in a career change at 50. The critical factor is that you are not preparing yourself to be able to do just anything an employer asks, but you are preparing to offer that special something that only you can deliver to the World!