“A white paper is an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions. They are often used in politics, business, and technical fields. In commercial use, the term “white paper” has also come to refer to documents used by businesses as a marketing or sales tool.”
The key phrase here is ‘to educate and help people make decisions’. People read whitepapers in order to understand issues and choose solutions. They come with an open mind – so it is the perfect opportunity to create a good impression, find a prospect, and go a long way towards closing a sale.
But there is an art to writing a good whitepaper:
- It mustn’t be too technical – that’s a datasheet
- It mustn’t be too short – readers will feel short-changed
- It mustn’t be too long – you’ll lose the reader before the punchline, your contact details
- It mustn’t be too chatty – that gives a lackadaisical impression of your company
- It mustn’t be too formal – that’s a turn-off
- It must be grammatically correct
- It must be factually correct
- It must be visually attractive
- It must be readable.
When you get all of this right, you convert data from the product department into information for the sales department; and a positive for the bottom line.
Get it right. Use an experienced, professional author. Call me.
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