Gordon Graham, who has written over 200 whitepapers for clients, advises copywriters to follow their chosen part of the copywriting field.
“I study at least one or two whitepapers every day,” says Gordon. “That means I look at 500 examples of the documents I specialize in every year. Doing any less would be foolish.”
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In the pre-Internet days I told direct response copywriters to open, read, and study every piece of direct mail they received. Doing so was better than getting an MBA in direct marketing. I still do it today.