You’ve likely heard about them in the past. In fact, I think I’ve mentioned them once or twice right here. White papers are becoming more and more of a staple in all kinds of businesses. They provide a means of getting across a clear message about both your product and your brand.
What Is a White Paper?
Don’t be embarrassed if this is the first time you’re hearing the term or if you just don’t quite know what a white paper is. In short, white papers exist to educate prospective buyers and clients about your brand and your product. They are largely (and should really be exclusively) fact-based and usually zero in on a specific problem or “pain point” experienced by your clients, customers, or a specific sub-section of either.
Just for example, a white paper might simply be a collection of data derived from specific market research. The job of the writer is to highlight what was discovered in that research and create both a verbal and visual explanation of the findings. The goal is to deliver information that will be of value to a specific target audience. This makes white papers easier to market than other types of content because, if you’re smart, you’ve already done your homework on the people to whom you are reaching out to with your white paper.
Most importantly, white papers are short, concise, and to the point. A shorter one might run about four pages. They can be about 10 pages long on the higher end. I recommend something in the middle for most products and services. 10 pages is a lot to read about something like mulling spice, but it should be about right for a paper on a smart home security system.
Why Develop a White Paper?
Simply put, you want a white paper because it stands out. They are relatively common, but not everyone realizes the universal application of them, so far fewer businesses have them than I think should.
Before writing or commissioning a custom writing service like Beez to develop your white paper, it is important to be able to answer the question: “What do I hope to accomplish with this?” The answer should center around one of two things. You want your white paper to either assist you in generating sales leads or position you as an authority in your niche in some unique way.
Many companies offer white papers as digital assets when trying to capture emails or establish trust with potential clients and customers. Some use the term “white paper” and “special report” interchangeably, but I would caution that while there are similarities, there are also decided differences between the two. I’ll tackle special reports in a later article.
As an authority piece, your white paper should zero in on the single issue that your product or service addresses which your research has found to be the biggest problem/obstacle/pain point experienced by the target reader.
The ideal white paper accomplishes both of these things. You want something that helps you establish a relationship and build trust, but you also want to make sure you nurture and maintain that relationship by offering the reader something worthwhile, informative, and reassuring. Your white paper should assure your readers that your service or product will solve the problem you present better than anything similar they may find elsewhere.
Keeping the Reader Engaged
The one obstacle that many entrepreneurs and business owners face when deciding to commission or write a white paper is its entertainment value. Let’s face it: Facts are not all that entertaining. So how do you deal with this and still maintain the integrity of the paper and its message?
Simply put, a white paper may be fact-based, but you can present those facts in a dynamic and exciting way. You need well-written copy that is easy to read but not too thin and a collection of compelling (and preferably original) visuals that help you deliver the message in a way that evokes both an intellectual and emotional response to the message.
Your White Paper Success Roadmap
As a final takeaway, I’ll leave you with this simple checklist to help you in developing an effective, readable, and engaging white paper.
1. Remember that your white paper represents your company. That means your branding has to be all over it, and it has to be written well. Don’t cut corners.
2. Read a few white papers from other companies. Find some that are at least related to your business or product and do some homework. If you can’t find any, just read what you can find and brainstorm some good ideas.
3. Communicate well with your content producers. Hire experienced writers and graphic designers whom you have screened as good collaborators. Facilitate communication between all involved parties through each step of the development process.
4. Lead with a press release. The information in white papers lends itself well to press releases, so take advantage of this marketing avenue. Contract for both the white paper and a press release. Add an email blast, if you have an established list, to expand the reach of your message even further.