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Like the other myths, there's a grain of truth in this one, too. Writers should emphasize value (making holes) rather than features (a great whirring noise). Myth #4 seems reasonable only because most of us have never thought about the content of a white paper on drills. The absurdity of the myth becomes clear when we vary it: To sell airplanes, talk about flight. Prospective purchasers know that airplanes fly from one place to another. Cost, capacity, speed, safety, durability, fuel efficiency, and ease of maintenance are much more likely topics. What should we talk about if we want to sell drills? In a white paper on drills or any other subject, we should talk about whatever we need to talk about to achieve our goals. Nothing more, nothing less. How do writers decide what they need to talk about to achieve their goals? And how do they organize that content? We don't have a glib answer. Content development is a critical process; short change it at your risk. If you spend the time required to develop the content you need to achieve your goals, you will put your competitors at a disadvantage. They cannot achieve their goals by short-changing content development, either. Go to the next myth: Everything in a white paper must support its abstract. Return to:
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