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Writing Effective White Papers - a Brief Introduction

White Papers in Marketing / Sales


White papers are often written from a purely marketing perspective, disconnected from real-world contexts. To close deals, sales people must establish value in the minds of all stakeholders at the right stages of the sales process. Effective white papers are critical in communicating this value, particularly during intermediate stages, when customers are considering their options. Experience-based knowledge of what real customers are thinking, doing, and asking during the sales process is needed. This is best obtained by involving sales teams early in the white paper definition, and outlining stages.

Branding


Brands are important assets requiring proactive, consistent, investment and management..


Great brands create demand, sell products, drive shareholder value, and make for proud employees. The strategies used can make for fast economic growth – a company already owns the assets; it’s the execution of the brand strategy that creates incredible valuations. Brands must be evaluated as assets by forecasting current/future revenue attributable to the branded product. Adequate investment and marketing strategies fully exploit a brand’s potential.

Web Pages


Think of visitors as online guests. Recognise how websites communicate with those they intend to serve. Pay your online guests the same respect you grant people in your shops and offices. Ensure your business website provides your guests the respect they deserve:

Spam : Are you boring your guests with marketing hype? Content should be informative and objective. Back any statements up with facts and figures.

Approach : Don't be arrogant and bore guests with self-absorbed web content. Put your guests first with customer-centred messages. You'll enjoy greater success by focusing on what they want.

Style : Speak to your guests, not at them. It's effective to demonstrate authority with insightful, useful information.

Pop-ups : Pop-up ads will frustrate guests and turn them against you.

Deceitful ads : Disguised ads and misleading links frustrate guests, prompting them to leave your site. Clearly identify ads and tell guests where a link will take them. Otherwise you'll hinder your site's ease of use.

Writing an Effective White Paper

Define the Type


White papers vary in structure, and the best type to accomplish goals should be carefully considered. Some of the most common technical white paper types include technology briefings, buyer’s guides, implementation guides and case studies. Common business marketing types include strategy discussions, industry trend overviews, and issues analyses. In most cases, selecting a single type is most suitable, but combining white paper types into a single document may be appropriate.

Define the Right Amount of Technical Detail


A white paper that offers little detail of how an offering helps solve a business problem is no more than a brochure. Contrastingly, a document that focuses on technical detail, whilst ignoring the larger business context, fails to make a persuasive case. Effective white papers explain innovative technologies in a compelling way that helps potential customers understand both how and why they will benefit.

Ensure Objectivity


Biased information instils doubt about the paper’s validity. An effective white paper educates the audience about the problem/issue, as well as potential solutions. Citing third-party sources, such as analyst research, further strengthen the credibility of the business case and demonstrates technical prowess.

Use a Seasoned White paper Writer


Even with the best plan, a white paper is doomed to failure if the writer lacks the exceptional writing skills and experience required. Writing effective papers requires communication skills that differ significantly from those required for sales/marketing or technical documents. Skilled white paper writers have the ability to select and synthesise highly technical information from a variety of sources, and then clearly communicate the detail without making unreasonable assumptions about the reader’s prior knowledge. Consider outsourcing the task to professionals who specialise in writing white papers.

Conclusion


From a sales perspective, white papers should establish value in the minds of prospective clients, during their deliberations over available options. They are also vital in establishing brand recognition, leading to increased revenue. Downloadable web pages must be designed to provide clear information, without condescending to the reader.


By incorporating the four content / structural principles into white paper writing, companies can produce effective white papers that prove their solutions’ business and technical validity - and improve chances for success!

About the Author

Alicia Taylor is an independent writer and researcher on financial and business subjects.

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single sourcing technical writing
single sourcing technical writing