The Quick and Easy Guide to
White Papers
White papers combine a "technical" format with a marketing purpose.
Primarily a marketing tool, these documents provide detailed information
on products, services, partnerships or models, including "objective" support
data and analysis. White papers are both informational, giving technical
background, and persuasive, emphasizing benefits. Often white papers
seek to demonstrate authority or prominence in a particular field or market.
Basically, white papers are reports meant to persuade a customer/client
to use a particular product or service. Audiences for white papers
include buyers, executives, users, promoters, journalists and government
officials.
Major Elements of White Papers
Although some white papers are presented as formal studies, complete with
front and back matter, most are less formal. White papers do include
an introduction, body and conclusion, and may include references/sources.
The basic elements of white papers include:
-
Background of problem/trends/markets
- Overview of current or previous solutions/conditions/options
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Brief description of the product, process or model (including visuals)
-
Discussion of benefits and advantages of the product, process or model
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Presentation of research (e.g., marketing studies, case studies, surveys,
etc.)
-
Conclusion/summary
- Recommendation/request for action
White papers may be published electronically or traditionally in paper
format. These documents are often posted on web sites. They
may be mailed/e-mailed to a targeted audience. Often white papers
are made available at conferences, conventions and trade shows. White
papers may also be published in industry journals and publications.
Strategies for Effective White Papers
As with any written communication, the author needs to carefully consider
the purpose and the audience before determining the technique used in writing
white papers. However, effective white papers usually do the following:
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Differentiate the product/service/model from the competition
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Reinforce advantages over the competitors
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Avoid excessive technical jargon or acronyms
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Use definitions when necessary to ensure reader understanding
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Use visuals, both to show the product/service/model and to clarify research
findings
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Remain relatively short, between 1 - 15 pages
- Clearly state your recommendation or call for action (i.e., what you want the reader to do)
The current style for White Papers focuses on "problems" and "solutions." Tailor your language to this approach when appropriate. (This trend may change over time.)
Written By: George Knox © 2017
E-mail: [email protected]