Pelorus

What you should do

• Do have a compelling title and engaging first paragraph. Readers will decide in about 3 seconds whether to read the rest of the paper.
• Do use graphics, charts, white space, screen shots, bullets, and case studies to add interest, strengthen credibility, and improve comprehension.
• Do include practical "takeaways" that readers can use to improve operations.
• Do use a professional to format the paper.
• Do track your results.
• Do use credible third parties to publicize the paper.
• Do combine White Papers with Webinars.

What you should not do

• Do not use industry jargon or undefined acronyms.
• Do not attempt to use the paper as a promotional brochure.
• Do not show off your literary skills by using flowery language.
• Do not attempt to make more than four key points. Better to publish a second paper.