Writing requires making choices. Writing well requires making good choices. As any successful businessperson can vouch, the things you choose not to do are often more important than the things you choose to do. The same is true with effective business writing.White papers are a staple of business materials. For the reader, they provide a way to learn about a new product, service, or trend in a concise format. And for businesses, white papers are a superb format for detailing the intricate specifics you’re your value proposition. However, it’s important to remember that white papers — regardless of how weighty and well-footnoted — are marketing. The key to their effectiveness is that good white papers don’t read like marketing materials.
The reason for that is, in large part, tone. The tone of a white paper is officious, authoritative, and dispassionate. That sounds great, but how to you achieve that effect when you’re writing our editing a white paper for your business? You’ll get the most bang for your buck, by making smart word choices and, in particular, eliminating certain words that will compromise your tone.
But which words to avoid? Conveniently, white paper guru Michael Stelzner tackles the subject of what words to avoid and, more importantly, why.