let’s look at what should be included in each of those white paper sections.

 

1. The Problem — This is the introduction to your white paper. It will tell the reader what their primary problem or opportunity is (something holding back their own business, or an opportunity to drastically increase sales or productivity for example). Your introduction shouldn’t be more than a page long. You want to get the problem across quickly in order to grab the reader’s attention.
2. Proof the Problem Exists — You say there’s a problem for the reader. So what? Why should they believe you? After exposing them to the primary problem, you need to back it up with market research. This is where you’ll include statistics that verify your claim.
3. Additional Problems — Sometimes the initial problem is enough to get the reader’s interest, but not enough by itself to make them feel that action is necessary now. There are often additional problems that could be addressed by the same solution. Include them here.
4. The Basic Solution — Don’t jump into talking about your own product yet. This is still a part of the educational aspect of the white paper. You should describe the basic solution that the reader should consider (for example, if you were trying to sell software as mentioned earlier, here you’d make a case for your type of software — not your company). This section should also cover the benefits of the solution to the reader. Remember, as in all forms of copywriting, focus on benefits rather than features.
5. Your Solution — Here’s where you get to toot your own horn. You’ve (hopefully) convinced the reader that they like your basic solution. Now you get to tell them why they should buy from you specifically. I like to keep this to a single page — I almost treat it as a flyer, showcasing intro copy to highlight specific benefits, any information that sets your product apart from the competition, and then a call to action. You should always include a call to action (send them to your website to order, have them call a rep to answer their questions, etc.). Without a call to action, why did you just get them to read through the white paper?

Because the term “white paper” means different things to different people, business professionals occasionally want to know how Hoffman defines this term. They often ask us simply, “What is a white paper?” The white paper format can be an effective way to educate potential customers on the merits of technology products and services and to explain the complex technologies involved. Although they are not the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot provide. To define white papers is to say that these documents provide useful information to the reader and lend validity to product claims–thus stimulating their further interest in the offering.

What is a White paper?

Hoffman’s definition of white papers is “a marketing/sales document that complements other marketing collateral by providing objective, useful information to a defined audience of prospective buyers about a particular business problem and potential solutions.” White papers offer meaning and unique value to potential customers by providing unbiased information and analysis regarding a business problem that they may be facing. Decision makers are more likely to read a high-quality white paper in detail than a brochure that simply pitches a product’s features and benefits, even if the white paper is several pages longer than the brochure. A well-written white paper that contains business-case information as well as technical material is likely to be disseminated within a company—sometimes beyond department borders—as different divisions enlist each other’s support for new initiatives.

More on the Definition of White Papers

More strategic uses and distribution methods exist for the white paper format than for other kinds of collateral because of the wealth of information they contain. White papers can:

• Educate prospects before they talk to a salesperson. White papers posted on a company’s Web site help prospects determine whether a product meets their needs before they talk to a sales representative; it’s easier to close a deal with an educated lead.
• Generate new leads. Companies can require that readers register (providing contact information) to receive a white paper. This practice delivers interested prospects directly to the sales force.
• Reach a wide audience. Publishing white papers at third-party information sites such as Bitpipe.com generates “mindshare” by making research and analysis widely available. In addition, it drives interested prospects to the company-prospects that might not otherwise have known that such an offering existed.
• Educate employees. High-quality white papers serve important educational functions within a company as well. They explain complex technologies in accessible prose, bringing non-technical employees (such as business executives) and new hires rapidly up to speed on the company’s competitive offerings. In addition, they can supplement sales guides with the real-world technical and business-case details that the sales force needs to effectively close deals.

 

Common Objections to White papers

Some marketing departments shy away from writing white papers, despite the many benefits they offer. Common objections to white papers include the following:

• “White papers are not marketing collateral, so why should the marketing department be involved?” In the past, white papers were written by technical staff to explain the intricate details of new technologies to those charged with implementing them. But times have changed. According to some analysts, corporate decision makers rely on white papers more than almost any other source of information available to them. The solid technical information contained in such collateral helps decision makers understand the business case of the offering. This goal fits squarely in the bailiwick of marketing, not engineering.
• “What is a white paper going to do for me that our data sheets and product brochures don’t already provide?” White papers combine with well-meaning brochures and data sheets to provide a comprehensive portfolio of collateral. Product brochures generate interest in the offering. Data sheet specifications demonstrate that the offering can be integrated into a potential customer’s environment. But only the depth of detail available in a white paper can convince technical decision makers that the offering actually works.
• “White papers take forever to write. We need to go to market immediately.” It’s true that an effective white paper can take longer to write than some forms of collateral. But with a committed team of writers and content providers, a white paper in the proper format can be written, edited, illustrated, laid out, and distributed in as little time as four weeks.

Defining Why White Papers Fail . . . and Succeed

Some marketing and sales personnel view white papers as bafflingly complex documents that only engineers can understand. Sadly, this reputation isn’t entirely unearned. Some companies that recognize the potential benefits of white papers publish documents that create more marketing harm than good. Some white papers fail because they:

• Lack objectivity. Biased information alienates readers and instills doubt about the white paper’s validity. Instead of making unsubstantiated claims about a specific offering’s suitability and benefits, a high-quality white paper educates the audience about solutions to their problems. Writers should cite outside sources such as analyst research or industry reports whenever possible to strengthen the credibility of the business case and to demonstrate the technical prowess of the offering.
• Provide inadequate or inappropriate technical detail. A white paper that glosses over the details of how an offering helps solve a business problem is little more than a lengthy brochure. By contrast, a document that focuses solely on technical detail without placing the offering in a larger business context fails to make a persuasive case. Effective white papers, by definition, explain innovative technologies in a compelling way that helps potential customers understand both how and why the offering will improve their business climate.
• Offer sub-par writing. An effective white paper clearly communicates a wealth of technical detail without condescending to the audience or making unreasonable assumptions about their prior knowledge. The communication skills needed to write white papers differ significantly from those required for marketing and advertising copy or for technical documents such as user manuals and training materials.

How to Write a White paper: The Team

Writing a white paper can be challenging. An important first step is to clearly define the roles of the team members and achieve consensus on white paper goals and strategies. Here are some typical roles in a development team. The same person may assume more than one set of responsibilities—for example, the project manager may also be a content provider—but no roles should be omitted.

• Project manager. As in any development process, the project manager is the “glue” that holds the project together. The project manager’s responsibilities include setting the schedule; arranging meetings; locating and delivering background documents; coordinating document review, design, and production; helping resolve disputes amongst team members; and more.
• Technical and marketing content providers. Technical content providers should be willing to deliver existing documents (such as specifications or presentations), including internal documents, and should be available to answer questions that arise. Marketing content providers should be able to communicate key product messages as well as the business case for the product, including information about return on investment and other factors that influence decision makers. They also should submit existing marketing documents or collateral related to the product to ensure messaging consistency.
• Writer. A white paper is doomed to failure if the writer is not experienced at writing the concise, convincing prose that this unique document requires. Ideally, the writer of the white paper possesses exceptional writing skills, technical understanding, and marketing experience, as well as the ability to extract meaningful information from a variety of sources and translate it into coherent, compelling prose.
• Copy editor and proofreader. Skilled copy editors almost always improve a white paper. They do more than check spelling and punctuation. They point out flaws in logic, identify ineffectively developed concepts, and ensure clarity and continuity within the document.
• Illustration, design, and production staff. Visual appeal is as crucial for white papers as for any other marketing document. Effective white papers employ illustrations and diagrams that simplify and communicate complex information in a way that complements the text. The visual design of the document as a whole should accurately reflect the company’s brand and image, and adhere to any existing guidelines. White paper format or “look and feel” is usually addressed by placing the text and illustrations in an existing white paper template that incorporates this brand and image.

With the exception of marketing and technical content providers, outside personnel can effectively perform all of the roles described. By hiring short-term contractors skilled in writing white papers, companies reap the benefits of a highly qualified, dedicated professional who can devote full-time resources to the project without increasing headcount or red tape. As a result, companies can rapidly write white papers that prove their products’ technical validity and improve their chances for success.

Benefits of using white paper templates

These templates provides several benefits, such as:

• Using a white paper templates written by a business consultant who has worked with five of the world’s largest consultancies.

• Raising the bar and improve the quality of your Sales and Marketing collateral

• Giving yourself an edge over your competition.

• Saving time with pre-formatted templates instead of preparing documents from scratch.

• Providing your colleagues with attractive, pre-formatted templates that they can all use, rather than everyone developing their own documents.

• Establishing a Corporate Library of standard business templates.

• Ensuring consistency in the style and format of your Sales material.

• No more hours lost formatting different styles, fonts, layout and presentations!

The White Paper has its origins in the diplomatic service where they were public policy statements. In those days, there were typically three papers: white papers; grey papers for informative purposes; and black papers which detailed disavowed clandestine activities.

At the time, Government and Scientific bodies wrote white papers to enlighten their peers on a particular subject, for example, investigations into a new technology.

These documents were supported with impartial, unbiased facts to aid in the decision-making process. The authors had no ‘agenda’ other than to assist their readers to understand the subject in question.

Times have changed!

Such White Papers are now reserved for University research programs and Government think-thanks.

In today’s competitive landscape, the humble white paper has evolved into a different creature. In the IT industry, it is used to:

• Generate interest in new products

• Differentiate products and services from competitors offerings

• Demonstrate market leadership

• Promote authors are subject-matter experts

• Create news-flow for journalists

• Win business

White Papers are frequently based on market research, polls, or surveys that a company has carried out, or has sponsored in conjunction with a research firm.

White Papers help convert prospective customers into paying customers.

Key Strategic Marketing Tools

In the IT world, these documents are critical to your company’s survival, growth, and success. White Papers influence prospective customers. Not every customer will phone or email you about your products – but they will download your white papers—and case studies—and then read them at their convenience.

According to market research, white papers are the first port-of-call for decision-makers when investigating a product.

Decision-makers, such as CIOs and IT Managers, are under tremendous pressure to make the correct choice when choosing a products and/or service.

You can help them make that decision by producing persuasive arguments in your paper that demonstrates why your product/service fits their requirements.

Your document helps them build a case for recommending your product to their superiors e.g. Board of Directors. It is for this reason, that graphs, charts and diagrams are so valuable. They will frequently be cut-and-pasted out of your documents and into the PowerPoint presentation that the CIO will make to his team.

Role of White Papers for Decision Makers

Don’t underestimate the role that white papers now have in the IT industry.

For example, consider these facts:

1. White papers are the first external source of information consulted by decision-makers on a particular product.
2. White Papers are widely distributed amongst those in the decision-making process.
3. Executives often consult White Papers even before their own Sales team.
4. White papers provide critical input into the final decision about selected a product or service.
5. White papers have a very long shelf life. Magazines, newspapers and other material get discarded quite quickly; white papers, in contrast, get filed for future reference and remain for long periods on corporate intranets.

With this in mind, your White Papers need to be more than dry technical documents. They should present your company as a market leader, as the right choice, and reinforce why to select you over your competitors.

Use White Papers as strategic tools in your marketing arsenal and influence those in the decision-making process.