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What’s in a White Paper?

❶White paper experts including Gordon Graham have identified these key characteristics for a white paper:. This document helps solve issues and is not designed for entertainment.

What is a White Paper?

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Because there are none! And what is a self-help book, if not a series of tips? For one thing, tips resonate with our can-do spirit. After the number, follow up with a promise, the key benefit. What are the tips about?

That could give something like:. And finally, touch directly on your target audience. Who will this document help? What is their role? What sector do they work in? How big is their company? Always spend a few minutes tweaking your working title to make sure it stands out in a list, and appeals to your target readers. Give them two or three paragraphs, maybe one screen and then get into the tips.

Ideally, a reader should see the first tip on the first screen. This is called the imperative mood. Remember, the most effective white papers provide useful information to help a reader understand an issue or solve a problem The longer the sales cycle--aka the customer journey--the more likely white papers are part of it.

White papers are used early in the sales cycle, before the prospect makes a purchase. These can be called the "Vision" or "Planning" stages of the buying process, or the "Research" or "Selection" tasks of the Universal Tasks. At this point, the customer needs documentation, training and technical support, not white papers.

If you are creating a white paper, but aren't sure which flavor is best, you can narrow down the list with three straightforward questions. In general, the best flavor to attract attention, cast Fear, Uncertainty and Doubt FUD on competitors, or nurture a prospect through a complex sale is a numbered list. The best flavor to influence a selection committee at the bottom of the funnel is a backgrounder.

IT people generally want to see technical details. They will tolerate longer papers with modest production values.

In fact, a slick and colorful format tends to make them suspicious. Executives want to see bottom-line benefits summed up in a page or two. They want to hear about lower costs, better sales, higher profits or improved customer service. Executives expect polished production, with clear graphics they can understand at a glance. Managers want to hear about streamlined workflow and labor savings.

They are keen to see how a new system would affect their area and their people. User reps want to hear about ease-of-use, training and support. They can be more or less technical, but they will likely be detail-oriented. Users are not often a significant audience for white papers.

But if a user rep is involved in a selection committee, you need to address their concerns at some point. A mixed audience or selection committee may want to hear everything touched on above. In this case, you may need several white papers, each with a different flavor and each with content geared to a somewhat different audience.

And there are "soft costs" in terms of the time it takes your subject matter experts to answer interview questions and e-mails and to review drafts. All this to say, a white paper is a significant project in any marketing budget. Trying to do a white paper on a tiny budget will not yield best results. After working on white papers, in my experience it takes 6 to 8 weeks to get from the first planning interview to an approved white paper draft.

And it can take longer if people travel a lot or take their time with reviews. Illustration and design take an additional week or two.

Translations, if required, take more time. The good news is that a vendor can often continue to use the same white paper for years. This long life helps to achieve a very positive return on the investment in a white paper. In fact, the best way to promote a white paper is to handle it as a mini-product launch. Do everything you would do to launch a new product, and your white paper will be on the road to success. See my article on the 18 must-do tactics to promote any white paper.

Remember, a white paper is a pre-sales document intended to attract prospects or explain an offering. Any B2B vendor selling anything relatively new, relatively complex or relatively costly could likely benefit from a white paper. Writing your very first white paper for a company you don't know well, in an industry you've never written about, can be quite a challenge. Writing your fifth white paper for a long-term client in an industry you know is not so difficult.

If you understand the material and work well with others, writing a white paper can be smooth and enjoyable. All in all, writing a white paper is no harder than writing a major magazine article of several thousand words. That means one to two weeks full-time should be enough to complete a white paper Like any corporate writing project, you must allow time for interviews, research, outlining, drafting and perhaps coming up with diagrams.

A client will expect a few progress reports. And you will have to incorporate their comments into your drafts. If you manage this process well, writing a white paper can be smooth and efficient.

If not, it can turn into a never-ending project that drags on and on and on and on and on and on Obviously, if you have specialized knowledge about a niche market, you can charge more than a generalist who will need more time and ask more questions to get up to speed.

The most effective strategy is to head off these problems before they happen, by planning and managing a white paper to yield the best possible results.

Submit short deliverables for discussion , like a creative brief or a one-page outline, before you start writing a page document.

Get your client or company to make a tangible commitment to completing a white paper. For example, freelance writers can get a partial payment in advance; in-house writers can get an okay to forego other duties writing the document.

Work closely with the designer and make sure they understand the white paper format. You're welcome to explore them all. After that, to take part in a forum where white paper writers post and answer related questions, visit my LinkedIn group, called Get More From Your White Papers. This group is by request only and sticks strictly to white papers.

Any off-topic discussions such as "where do I find clients? I crammed 15 years' worth of tips and tactics into it. You can see what reviewers are saying about it here or check out the book at Amazon here. Then, once you start writing white papers, publish good samples and testimonials on your website.

And keep doing whatever works for you. For more in-depth information on this topic see my articles: To get clients, learn how to call a moose and Writers: Five strategies for finding white paper clients. I've tracked back the earliest ancestors of the white paper to UK government reports from the late 19th century. It was used to distinguish shorter government briefs and position papers with white covers from longer reports and policy books with blue covers.

I have located white papers from the UK dating back to the late s. I am still searching for the earliest one on file in the UK government archives.

One of the earliest white papers many people point to is the so-called Churchill White Paper from See more background at www. With the rise of the PC in the 80s, white papers started to become extremely popular in the IT industry.

And in the 90s, the Web provided an inexpensive distribution channel that sparked today's ongoing explosion of white papers. That's because truly effective white papers are highly read and passed on from person to person.

They have a major impact on buying decisions for billions of dollars worth of products and services every year. Although these formats can offer a more engaging experience for certain audiences, they require higher budgets and different production methods. And it's not useful to call these "white papers" since they are not delivered as text on paper. Those who call some other medium a "white paper" are likely trying to trade off the popularity and impact of these documents.

For a longer discussion, see my article " When is a white paper NOT a white paper? If you have any questions about white papers not answered here, or you find an answer isn't clear, please e-mail Gordon ThatWhitePaperGuy.

Are there any industry standards for these? Aren't there at least some conventions? What different types of white papers exist? When is each type of white paper most useful? What's NOT a white paper? White papers and other documents White papers and blog posts: White papers and brochures: White papers and case studies: White papers and e-books: White papers and press releases: White paper readers Who reads white papers?

Why do people read white papers? When do people read white papers? How do people read white papers? White paper sponsors Who publishes white papers? Why do companies produce them? Where do white papers fit in the sales cycle? Which type of white paper should your firm create? How much does a white paper cost? How long does a white paper take? How do you promote a white paper? White paper writers What kind of companies need white papers?

How hard is it to write a white paper? How long does it take to write a white paper? How much can you charge to write a white paper? What main problems do white paper writers encounter? How can you learn more about white papers? Where do you find clients? White papers past, present, and future Where did white papers come from? Where are white papers today? Where are white papers going in the future? Back to top What exactly is a white paper?

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Common Mistakes When Writing a White Paper – Turning the white paper into an advertisement. – Forgetting about the heading. If you compose a catchy heading that represents the key problem your readers are interested in, it .

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Writing a white paper isn’t easy, but it can be an awesome way to stand out as an expert in your field. Although crafting a white paper is more of an art than a science, there are general guidelines you can follow to help you out along the way.

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write my paper for me service! The best essay writing service that delivers quality help and secure experience to customers worldwide. A company that professionally researches & writes academic orders for students. Define the target audience/market and the purpose of the white paper, i.e., whether it is to establish authority on a particular topic, or create awareness of an upcoming issue or trend, or to provide information that will help buyers make decisions and differentiate the company from the competition.

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I help B2B firms tell their stories with white papers based on facts, not hype. Work with me to generate more leads and more sales. How to write a white paper as tips. Consider learning how to write a white paper if you’re looking to improve your content marketing efforts. White papers, like other long-form content marketing pieces such as case studies and e-books, have the potential to influence people not through flashy sales copy but through informative content.