Tip #30. Be a life-long learner.

Pedagogical.

Now, that's a word I never thought I would use in a sentence. In fact, until a couple of months ago. I didn't even know what it meant. Once I learned the definition, I resolutely promised not to insert that piece of academic jargon into the white paper I was writing. Ha.

See final draft, paragraph 2:

"The $350 million market for LMSs [learning management systems] is populated by more than 140 vendors whose mission is to support best practices in the preferred pedagogical approach of colleges and universities.[2]

So why is a word I have come to actively detest placed so high in the content of this paper? One reason: It is the language of the reader (academics who are evaluating LMSs). Not only did I have to learn it, through extensive research, I had to speak it.

Writing a white paper is like being a graduate student in a subject you may or may not have studied before. It takes a life-long love of learning and genuine curiosity about any assigned subject. (The Chicago Manual of Style bookmarked to the citations section is also useful.)

Tip #29: Work the review cycle.

Since my last tip on Feb. 7, I've written 3 case studies, researched and outlined a white paper, edited another white paper, and updated website content. In each case, the review process ensured the final product met or exceeded expectations of not only the primary client contacts but also their customers -- who were interviewed and quoted -- and, in one case, the board of directors.

I try not to listen to that little voice in my head that tells me the draft is fine as is, so hurry up already. No matter how pleased I am with my work product, there is always the chance that I missed something or that the reviewers have different ideas about what the paper should say. That's especially true when they're not part of the discovery process.

So here are my tips for how to expedite and, when required, wait out the review cycle:

Inform sources about the process.
When I interview my clients' customers, I tell them how the information they provide will be used and how much, if any, control they will have over what is  published. I also provide a review cycle time line -- who will be in touch, and when. Then they can give me the heads up if they'll be unavailable during that time frame.

Discuss questionable content with the client before including it.
For white papers, especially, submitting a detailed outline for approval can ensure that the first draft is on target. If possible, get the outline approved by everyone who will be reviewing the first draft, so there are no surprises.

Fact check against source material.
One sure-fire way to slow down reviewers is to have an obvious error in a fact or quote. Once reviewers find one mistake, they'll be on the alert for more -- and may even route the draft to subject-matter experts just to be on the safe side. That's their prerogative but, if you're careful, they may not exercise it.

Argue the case against mistaken changes.
Some reviewers make changes just because they can. Those changes are not always correct. If you believe a change will negatively impact the final product -- taking it off-topic, misstating a position or repeating facts already covered, for example -- it's your job to tell the client why it's a bad idea. Then make the change if they disagree.

Get permission to publish without a review.
When there is a high degree of trust between you and the client, or between the client and the customers, ask if if they really need to see the draft. Make the case for the best use of their time, and how you will ensure the published version meets their expectations.

In my experience, reviewers can take anywhere from an hour to several months to return their comments to you. Gentle deadline reminders can speed the process, but ultimately, it's out of your control. To ensure you get paid for work done to date while you wait, include contract provisions that require payment for each deliverable -- e.g., draft outline, draft paper, final paper.

Tip #28: Work with smart people.

Whenever possible, I check out the background of people I'm scheduled to interview. Not just their current job duties, but where they came from. The past informs the present, as they say.

Sometimes I get a little jolt: Harvard MBAs, multiple degree holders, serial entrepreneurs... . My nerves start to jangle and I think, Jeez, these folks are smart!

Then the pressure's on to be in top form for the interview. Solid background research. Intelligent questions. Quick and pertinent follow-ups. Speedy (and accurate!) note taking. It just wears me out.

But when it comes to writing the story, it's a cinch. Most smart people I've worked with are articulate, expansive in their explanations, curious to explore the angles, and -- this is important -- kind enough to slow down so you can catch up.

So don't be intimidated. Smart people can make your job easier.

Tip #27: Vet your sources.

Before quoting market data from the U.S. Department of Commerce, I double checked my source and, my bad, learned it was the Canadian government. When I realized my mistake, I asked: Does it matter? In fact, it did not. What mattered was that the statistic was current and credible.

It's easy to click through Google results and forget to note the context of the web pages, which are often deep links. When you're doing your research, confirm the website's credibility before reading further. And if you download a document, rename it to include the source in the title.

Tip #26: Let it go.

You can wordsmith a draft right up until the deadline, but sometimes you have to let it go early to get constructive feedback from an objective reviewer -- be it your editor, a trusted colleague or the client.

This is especially true with writing assignments for first-time clients, whose expectations may have been made clear in the contract but are, in fact, untested. You won't know if you got it right until you ask. So let your (polished) draft go into review.

Tip #25: Ask informed questions.

I'm organizing a panel discussion on "The Art of the Interview" for our February ICR program, which has made me think about what makes a good, productive interview.

As a freelance writer, I do at least a couple of in-depth interviews every week, and sometimes as many as six in one day. I've been steamrollered, stonewalled and inundated by sources who are either stuck on message, too reticent to talk, or so enthusiastic they practically dictate their stories.

The key to to saving the interview, in most every case, is knowing enough about your subject matter to engage the source with provocative questions. That means doing your homework ahead of time, and being flexible enough to deviate from your prepared questions.

The best interviews go from the big-picture to laser-point specifics, then back again.

This week, the story I wrote didn't require an interview, but it did take a considerable amount of Internet research. I applied this same principle to my Google searches, going from general to increasingly more specific keyword phrases until I got the level of detail I needed.

Whether you're interviewing a VIP or the Internet, asking informed questions can coax out more compelling stories.

Tip #24: Don't bore yourself.

When I was complaining to a friend about a recent assignment, he asked me, "If you're boring yourself while you're writing the story, what will the readers think about it?"

What readers?

A story is not done until you can honestly say to yourself, upon re-reading it: That's really interesting. I didn't know that. If you haven't found the tidbit that makes you go, "Hmmm," keep looking.

Like I said, production mode can take you back to basics.

Tip #23: Go into production mode.

In the 21 weeks since I started this category, I have posted 23 tips on 24 stories. (I skipped a week after writing my most recent Best Practices department. My bad.)

As the year draws to a close and the roughly one-story-per-week pace continues, I find myself in production mode--just getting stuff done. That's when all the tips kick in, making it possible to work through writer's block, holiday stress and vacation-time count down.

Not every story you write will be fun, challenging or even interesting. But clients still expect you to meet deadlines and deliver the same quality work. Production mode accomplishes that.

Tip #22: Trust your gut.

Sometimes, there is no there there.

If you get a story assignment that seems off base, do a quick search, figure out an angle, then let your client know how you can make it work.

But don't hesitate to recommend killing the story instead. Better to have wasted a small amount of time on a dead story than a large amount of time on a lousy one.

Your client with thank you for the heads up, and you may just get an alternative assignment that is worlds better.

Tip #21: Edit extensively.

I discussed cringe-worthy writing in Tip #5. It's worth revisiting in the context of headlines. I was on the verge of clicking "Send" when I decided to reword a headline that bugged me despite its clever play on words.

Granted, with Johnny Cash singing "Ring of Fire" and Mitzi Gaynor singing "I'm Gonna Wash That Man Right Outa My Hair" taking up brain waves in my head, it was tough to come up with a catchy headline for a story about a geothermal power plant in the South Pacific.

Still, logic prevailed and I edited not only the headline but, while I was at it, the better part of the text.

Leonardo Da Vinci is quoted as saying, "Art is never finished, only abandoned." Edit extensively, until the deadline makes you abandon your work and deliver it to the client.