Monday, August 18, 2008

What should you call your white paper?

"Should you always label a white paper with the term 'white paper'?"

Michael Stelzner asks this question on his Writing White Papers blog.

My answer: it depends.

When you say "white paper" to financial advisors, they probably know what you're talking about. In fact, the term conjures up the image of a helpful tool.

Say "white paper" to an ordinary investor and you're likely to get a blank look. In this case, it's far better to call it a "special report" or even just an "article."

What do you think?
Susan B. Weiner, CFA
Investment Writing
Writing that's an investment in your success

Check out my website at or sign up for my free monthly e-newsletter.


  1. Susan,

    Thanks for the mention in your recent article for Advisor Perspectives. I appreciate it.

  2. Russ,

    It's always a pleasure to use good content!


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