| About the Author: Michael Stelzner is the author of Writing White Papers: How to Capture Readers and Keep Them Engaged, the executive editor of the 20,000-reader WhitePaperSource™ Newsletter and has written nearly 100 papers for major corporations such as Microsoft, FedEx, Motorola, HP, Monster, and SAP.
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So you've decided you need a white paper. What exactly should the objectives be? Will the paper be well-received? How long should it be? Who will write it? These and many other questions are common concerns that should be addressed from the start. The good news is you are not alone! Since its first edition, more than 50,000 people have read this paper. It is my hope that it leads you in the right direction.
This paper's objective is to guide you in the process of developing effective white papers and persuasive business documents.
What is a White Paper?
The term white paper is an offshoot of the term white book, which is an official publication of a national government. A famous white paper example is the Winston Churchill White Paper of 1922, which addressed political conflict in Palestine.
A white paper typically argues a specific position or solution to a problem. Although white papers take their roots in governmental policy, they have become a common tool used to introduce technology innovations and products. A typical search engine query on "white paper" will return millions of results, with many focused on technology-related issues.
White papers are powerful marketing tools used to help key decision-makers and influencers justify implementing solutions. For some examples of white papers used in the technology marketplace, click here.
Know Your Audience
Perhaps the biggest mistake white paper writers make involves not properly understanding the disposition of their readers. Instant affinity is key. A white paper must quickly identify problems or concerns faced by its readers and lead them down the path to a solution provided by your product or service. Different types of readers look at the same problems from different perspectives. For example, an engineer might care about technical nuances, whereas a CIO is more interested in business benefits. In the case of high-level executives or managers, their busy lifestyle means they have extremely short attention spans, an important consideration when writing to this type of audience. If you do not grab the reader's attention in the first paragraph, you will never achieve your objectives.
Decide on an Approach
EXAMPLE A:
Title: Groundbreaking TechWidget by XYZ Company Solves Time Management Dilemma!
Opening Sentence: XYZ Company has done it again; another great TechWidget invention can help you overcome time management challenges. |
There are really only two ways to write white papers: (1) by focusing on your self-interests or (2) by concentrating on the interests of your readers. The self-interest or "chest-beating" approach focuses exclusively on a product, service or solution by expounding on its benefits, features and implications. While effective in some circumstances, this approach is best left for something other than a white paper, such as a data sheet or product brief.
The self-serving approach is often focused on the mistaken belief that people like to read boring details about why your product is the best thing since the invention of the Internet. This method is an ineffective approach to writing that turns most readers off immediately. If you want your customers to actually read the paper, you should try to gain affinity with them right away. It should be noted that it is perfectly appropriate to touch on product features and benefits if they are carefully crafted into the white paper.
EXAMPLE B:
Title: Solving the Time Management Dilemma with Technology
Opening Sentence: If you find it difficult to manage your time effectively, a new class of technology products may be the solution you are looking for. |
The alternative approach, and the one I strongly recommend, is to focus on the needs of your readers. This can be effectively accomplished by leading with the problems your solution overcomes, rather than the actual solution itself. To many people, this seems counterintuitive, but it really is just the opposite. By focusing on the pain points experienced by the reader and talking about the problems caused by those pains, you are establishing credibility with the reader and simultaneously filtering out unqualified customers.
Consider the two examples in the sidebars. Example A does mention the problem, but it is tainted by self-serving mentions of the company and the product. Contrast that with Example B, which focuses exclusively on the problem and hints at the solution in a broad sense. Readers will feel more inclined to read Example B because it seems more educational to them. They have the chance to learn about a new technology that could solve their problem. With Example A, they learn more about the company and the product and less about the solution. Readers of Example A may never get to the point where they understand what the solution is. By describing problems, you are really developing an important affinity with the reader.
You can take it a step further by looking at issues such as historical precedents, describing new classes of solutions that address the problems and even identifying what to look for in a solution, while never once mentioning your product name or company (at least not yet). This altruistic approach will score major points with the reader and greatly increase the likelihood he or she will actually read the entire paper.
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