White Papers -- What's in it for me?
White papers can help you generate leads, advance the sales cycles, explain a difficult or complex topic....you name it! However, I've been writing white papers for a long time, and I've seen lots and lots of bad white papers. Some are really nothing more than glorified brochures or thinly-veiled sales pitches. In this Squidoo Lens, I'll cover the basics of using these great marketing tools to best advantage.
What is a white paper anyway?
* A pre-sales document
* Targeted at prospects, leads, or other potential customers/partners/vendors who are still trying to decide on an approach, product, service, or idea
* A communication tool used to explain a complex product or service or educate industry customers
IN SHORT: White papers help people make decisions. If you give people a white paper of value, they will give you their loyalty and business.
* Targeted at prospects, leads, or other potential customers/partners/vendors who are still trying to decide on an approach, product, service, or idea
* A communication tool used to explain a complex product or service or educate industry customers
IN SHORT: White papers help people make decisions. If you give people a white paper of value, they will give you their loyalty and business.
Most common types of white papers
1. Technology guide - explains underlying technology, why it is valuable to customers, how it is different from and better than others
2. Position paper - explains/advocates a standard, trend, or technology. Explains importance to potential customer.
3. Business benefits - explains why potential customers need/want product/service.
4. Competitive review - positions the product and differentiates it from competitors
5. Evaluation guide - thoroughly explains products features and functionality
6. Planning/implementation/configuration guide - helps customers plan for future trends, or walks them through typical implementation scenarios
7. Case studies - examine the success or failure of particular approaches, options, or technologies
8. ROI - explains the payoff of using an approach, technology, product, or service.
9. Services guide - explains different options available within a range of services
2. Position paper - explains/advocates a standard, trend, or technology. Explains importance to potential customer.
3. Business benefits - explains why potential customers need/want product/service.
4. Competitive review - positions the product and differentiates it from competitors
5. Evaluation guide - thoroughly explains products features and functionality
6. Planning/implementation/configuration guide - helps customers plan for future trends, or walks them through typical implementation scenarios
7. Case studies - examine the success or failure of particular approaches, options, or technologies
8. ROI - explains the payoff of using an approach, technology, product, or service.
9. Services guide - explains different options available within a range of services
Why write a white paper?
* Educate potential customers and THEREBY ADVANCE THE SALES CYCLE.
* Educate sales force.
* Educate media, partners, vendors, other employees about complex topic.
* As a lead generation fulfillment piece.
* As content for trade publications.
* To redefine the market.
* To build the company's credibility, authority, or standing in its market or industry.
* To differentiate a company from its competitors
* Educate sales force.
* Educate media, partners, vendors, other employees about complex topic.
* As a lead generation fulfillment piece.
* As content for trade publications.
* To redefine the market.
* To build the company's credibility, authority, or standing in its market or industry.
* To differentiate a company from its competitors
Drivers for Success
1. An in-house sponsor
2. A real deadline
3. A knowledgeable writer who understands, simplifies, and explains the underlying technology
4. A topic and approach that is targeted to the right audience (message- and audience-match)
5. Customer focus, not product/service focus
2. A real deadline
3. A knowledgeable writer who understands, simplifies, and explains the underlying technology
4. A topic and approach that is targeted to the right audience (message- and audience-match)
5. Customer focus, not product/service focus
Process for writing a white paper
1. Analyze and define problem - what's hindering the sales process?
2. Preliminary needs assessment to clarify TOPIC and AUDIENCE- always from the audience's perspective!
3. Define specific objectives - are you going to generate leads? what call to action? is it technical or business-oriented?
4. Interview SMEs and read, read, read, read. Presos, reports, user guides, articles, interviews, reviews, competitive docs, pr, news items, blogs, datasheets. If you can, play with the product or watch the service being done first hand.
5. Write the paper - drafting & editing
6. Produce the white paper
7. Distribute the white paper
2. Preliminary needs assessment to clarify TOPIC and AUDIENCE- always from the audience's perspective!
3. Define specific objectives - are you going to generate leads? what call to action? is it technical or business-oriented?
4. Interview SMEs and read, read, read, read. Presos, reports, user guides, articles, interviews, reviews, competitive docs, pr, news items, blogs, datasheets. If you can, play with the product or watch the service being done first hand.
5. Write the paper - drafting & editing
6. Produce the white paper
7. Distribute the white paper
Structure of a Successful White Paper
1. Catchy, meaningful title
2. Abstract/executive summary. Can be 3-5 bullet points or a short paragraph.
3. Define issue and provide background info
4. Introduce problem or challenge. Sets stage for solution.
5. Describe the solution. Back it up with evidence (statistics, testimonials, stories, kitchen logic)
6. Describe benefits (with proof)
7. Conclusion - a quick summary of benefits and reminder of risks of doing nothing
8. Call to Action that tells reader to take next step (register at web site, call sales dept, schedule a one-on-one)
Along the way, add illustrations and sidebars that summarize or illustrate. Sidebars can also be used as home for details that might otherwise break up white paper flow. Layout & design can be important considerations. Tone and style of writing also helps-it doesn't have to be dry & academic. Just don't get too salesy or fluffy.
2. Abstract/executive summary. Can be 3-5 bullet points or a short paragraph.
3. Define issue and provide background info
4. Introduce problem or challenge. Sets stage for solution.
5. Describe the solution. Back it up with evidence (statistics, testimonials, stories, kitchen logic)
6. Describe benefits (with proof)
7. Conclusion - a quick summary of benefits and reminder of risks of doing nothing
8. Call to Action that tells reader to take next step (register at web site, call sales dept, schedule a one-on-one)
Along the way, add illustrations and sidebars that summarize or illustrate. Sidebars can also be used as home for details that might otherwise break up white paper flow. Layout & design can be important considerations. Tone and style of writing also helps-it doesn't have to be dry & academic. Just don't get too salesy or fluffy.
Effective Titles
1. Ask a question that relates to the problem
2. Break up title with a colon (Business Intelligence: An Intelligent Move or Not?)
3. Use a specific job title in the title (if you are that focused)
4. Use transactional verbs (Securing your Network blah blah vs. Web Application Security)
5. Use of dramatic title can be supported by a more factual/descriptive subtitle
2. Break up title with a colon (Business Intelligence: An Intelligent Move or Not?)
3. Use a specific job title in the title (if you are that focused)
4. Use transactional verbs (Securing your Network blah blah vs. Web Application Security)
5. Use of dramatic title can be supported by a more factual/descriptive subtitle
What to Avoid with Titles
1. Cute titles and/or situational humor
2. Company names, product names, brands
3. Features
4. Confusing or annoying buzzwords
5. Anything downright offensive, illegal, in bad taste, or libelous
2. Company names, product names, brands
3. Features
4. Confusing or annoying buzzwords
5. Anything downright offensive, illegal, in bad taste, or libelous
Great Stuff on Amazon
Writing White Papers: How to Capture Readers and Keep Them Engaged
Amazon Price: $23.07 (as of 10/12/2008)
The White Paper Marketing Handbook
Amazon Price: $26.37 (as of 10/12/2008)
Copywriting That Sells High Tech
Amazon Price: $48.95 (as of 10/12/2008)
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
Amazon Price: $14.93 (as of 10/12/2008)
Breakthrough Advertising
Amazon Price: (as of 10/12/2008)
