The hardest articles to fix are those the author has already drafted but has not thought through why he’s writing it in the first place.
It might seem odd to turn to the literary masters for lessons on business writing. But I think there are some we can learn. And the first has to do with clarity.
Most white papers are ignored or forgotten soon after they are published. Writing one that connects with executives and opens doors requires a different approach.
One of the most common problems with thought leadership drafts is they aren’t properly structured. Here’s the format that works.
There are two major reasons: Fear and the taint of the hidden agenda. Allow me to explain.