Welcome to the White Paper Workshop.

Hello, I'm George Whalen.

My business is writing case-studies and white papers for technology marketing clients.

If you'd like to see some of my bylined case-study writing samples in-print, or other works I've written, just click the appropriate word-link in the gray box at right to go to my gallery pages.

On the other hand, if you're interested in a white paper, stay here and read on.

A white paper is one of today’s smartest, most highly regarded marketing tools. A white paper can powerfully present and credibly advocate your concept, address issues, present your views, influence how people think, reshape attitudes and persuade readers to consider and adopt your solution.

These qualities can raise your white paper's status to a key element in your marketing program, maybe even your secret weapon. For example, if you release it ahead of a new technology rollout, it can help establish your beachhead and prepare the way. It can open minds to new thinking and ready people for what comes next. It can attract inquiries, neutralize competitive propaganda and stimulate good word-of-mouth.

That's what makes a white paper so valuable!

Who will write it?

How many marketers do you know who can drop everything to write a white paper? Planning, researching and writing a white paper demands three things: time to concentrate; commitment to one task; and uninterrupted focus.

Marketers lack these. They are chronically over-committed. There are not enough hours in the day to finish their to-do lists and no way they'll find the time to write an outstanding white paper. (Sound familiar?) That's why leading tech marketers use my services as a professional white paper writer to be sure their job gets done right!

When you choose me to write your white paper, you'll gain in two ways:

First, you will gain an "alter ego" (me) to craft your paper. I’m a seasoned technology writer, a marketer and an experienced engineer. So, I’m a quick study and I’ll instantly understand your technology, strategy and market. What’s more, I know how to write your paper so that it will express everything you need to say. Your paper will “make sense” to your readers. I’ll do the research, consult with you and create a paper that asserts and champions your solution without being “sales-y.”

Second, while I do the writing, you’ll actually have the time to accomplish all the urgent marketing tasks that would have to go undone if you’d been writing! We’ll collaborate. And we'll complete the paper together. We will achieve exactly what you want to accomplish, working as a team.

Now...what is it that you want your white paper to accomplish?

You need to express the target mission for your white paper. What do you want to see happen? (Here are some typical examples to help you):

Build awareness and appreciation for a technology, method, or product class.

Inform the market of a problem or issue, review available solutions, present the “pluses and minuses” of each.

Present the case for adoption of a new standard. Share facts favoring change.

Advocate the technical and economic benefits of a new technology. Explain how what now exists compares to it.

Explain the economic advantages and disadvantages of different technology choices.

Neutralize competitive propaganda. Open paths to fair consideration and acceptance of your position.

Offer facts that justify pricing of a new technology.

There are many other possibilities. But, we need to have one mission, if possible. By presenting a white paper focused on just one issue, we can put a keen edge on the point you wish to make.

Are there other missions that you feel need to be accomplished? Then, please consider creating additional white papers. Trying to achieve too many missions with one paper will blur its focus, make it hard to read and weaken its impact.

Creating additionalpapers can pay dividends in higher market awareness and better understanding. Please discuss your needs with me. I’ll be happy to offer advice.

How my white papers have helped other clients.

Here are five examples of technology white papers I’ve written for clients in the computer technology and global graphic arts technology industries. As you read through them, you’ll see how each logically presents facts, offers support, moves the reader to accept a viewpoint, and uses persuasion to suggest adopting the solution. After reading these, imagine how your white paper will present the solution you offer, and how it will move your industry audience! (That's why we're here... isn't it?)

(Example 1) For Intel Corporation:

Customer Self-Service On The Web.

Intel wanted to challenge the 800-number telephone-based concept of “customer service” and replace it with a web-based approach. Telephone support is limited, because there’s not much a phone rep can do to help a customer troubleshoot or fix a problem. Most calls end with the customer frustrated, having to await a future service visit. Intel’s vision was that companies on the web could, instead,use rich content and streaming media from powerful servers to present interactive, 24/7, self-help audiovisual troubleshooting and do-it-yourself repair assistance, for higher customer satisfaction, better uptime, and a lower overall cost-of-service. (Since this paper was released, customer service on the web has come into existence, with large-scale implementation of Intel’s powerful CPUs in countless high-end web servers.)

(Example 2) For Presstek Inc.

Visible Light and Thermal CTP:
The Technology and Comparative Advantages of Competing CTP Systems

Digital computer-to-plate (CTP) is the rage in commercial printing. But, confusion reigned when dozens of competing CTP laser plate technologies all claimed to be “best.” Presstek commissioned me to write this paper to satisfy two missions: present the pluses-and-minuses of leading CTP plate systems (all of which are chemically developed); and present Pressteks’s unique, thermal ablation and chemistry-free plate technologies. My paper helped printers understand CTP and the differences between exposure by visible light lasers and a thermal laser; then, the advantages of thermally exposing a plate with no need for chemical processing. (This paper was released at printing industry trade shows and resulted in greatly increased understanding and acceptance of Presstek’s unique plate technologies.)

(Example 3) For Paragon Imaging

Commercial Applications For High-Resolution Geospatial Imagery

Paragon Imaging, the leader in software for satellite image analysis and intelligence-gathering, was early to recognize that the end of the cold war would open-up new peaceful uses for the detailed photo images that stream 24 hours a day from the more than 400 aerial reconnaissance satellites still in orbit hundreds of miles above the Earth. It was estimated that one of these satellites would pass over every inhabited point on Earth every seven minutes. Thus, their image data stream provides a continuous, up-to-the-minute image record of everything happening on the ground. I interviewed the company's experts to discover how this amazing data stream could be turned to commercial use and wrote this paper to demonstrate the opportunities. (Now, years later, satellite imagery data is accessible through Google and other commercial applications are pending.)

(Example 4) For Presstek Inc.

Direct Imaging Technology And Printing’s Mission In The 21st Century

Direct Imaging technology, invented by Presstek, integrates automated thermal CTP platemaking and plate handling right into a printing press, greatly reducing the time and labor required to “makeready” for every new printing job. By reducing time and labor, short-run four-color printing has become profitable. So advanced is this technology that the industry needed an in-depth paper explaining direct imaging technology concepts and how the components made by Presstek could be integrated into various offset printing press designs. (The white paper I wrote appeared in the journal, Digital Demand,published by PIRA, the well-respected European graphic arts technology association. It brought about a much wider understanding and appreciation of Presstek’s preeminence in the technology and economics of short-run color printing.)

(Example 5) For Citiplate, Inc.

UV CTP: An Ultraviolet Compatible Single-Workflow Computer-To-Plate Alternative Using High-Performance Silverless Plates

Ultraviolet-sensitive printing plates have been used by printers since the 1930s, but had become low-speed, cheap, commodity items. Only independent manufacturer Citiplate had developed an exquisite, high-speed UV photopolymer plate system so sensitive that printers could use this one plate type either for traditional film-based UV contact exposure, or for digital computer/UV laser imaging. This duality of use brought substantial savings to large printers and publishers. But, other printers needed to understand and accept the concept. (This highly technical white paper conclusively proved Citiplate’s product positioning and made it a key player in the high-stakes international printing equipment industry. It also resulted in Citiplate's high-speed photopolymer being twice-nominated for Graphic Arts Technical Foundation Awards.)

OK. So, how do we get started?

E-mail george@gjwhalen.com or call me at (914) 333-0085. Tell me what you’d like to do. We’ll get to know one another and talk about what you have in mind. The initial consultation is free. You’re under no obligation. When we’ve got a good working idea of what’s needed and have agreed on the scope and complexity of the project, I’ll send you an e-mail proposal and estimate, payable in two installments. My proposal will include time todo the outline, time for necessary research and analysis of the results, as well as writing the draft, with one, finalizing revision. I'll only proceed upon receipt of your approval, your purchase order, and your first half of the estimated project amount.

The outline, information-gathering and analysis.

Next, I’ll draft your white paper’s outline and submit it to you for comments and approval. Upon your OK, I'll start information- gathering and analysis. The outline will be the roadmap and I will use information sources you specify. The sooner we can get into writing the draft, the sooner you’ll have your white paper.

Draft to final.

I plan to do just one "finalizing revision" of the draft to complete your white paper. My goal is to be at least 99% “there” on submission of the draft. I will ask you to circulate the draft to all reviewers, collect their comments, resolve differences and send one mark-up copy back to me. Then, I'll finalize the white paper and submit it with my closing invoice.

What should you budget?

It's impossible to say, until we speak. Every project is unique. The variables impacting cost are paper scope, depth and length, research, and interview-time required. We'll both know better what the budget should be after we discuss your project on the phone. Of course, I'll provide a written estimate for your OK.

You will own the copyright.

On payment of the final invoice, your company will own the paper's copyright, an exclusive, 75-year legal right to distribute it. (I'll retain a limited right to use the paper as a writing sample.)

It's that simple!

Want to begin now? One e-mail or phone call is all it will take! Please e-mail me at george@gjwhalen.com, or call me today at 914-333-0085 and let’s discuss the white paper you have in mind.

I look forward to hearing from you. Once we speak, it will be just a matter of time until the white paper you want is in your hands!