The big lie most people tell themselves

There are a few big lies people tell themselves when it comes to white papers. What’s a ‘big lie?’ It’s a story that is told to justify the poor performance of a white paper. The lie can manifest itself inside the mind of the writer or it could be distributed inside a corporation. Either way, the lie is told as a rationalization.

The most common big lie is – “I have a writing problem.”

Many people are quick to point out the faults and flaws of a white paper. They say, ‘Improve this headline,’ or ‘Tighten up your summary,’ or ‘Create a stronger close.’ All of which indicate that the writing needs to be improved.

In fact, most white papers have a marketing problem, not a writing problem. The papers don’t understand the core audience or the paper doesn’t present the product in a compelling light. The paper goes on and on without making a connection with the reader. And, as such, there are no results from the paper. Then the critiques and explanations start.

It’s easy to think that the writing is the cause of the problem. But, do you really know your customers?