White papers are a marketing asset, especially in the technology industry.
They are used to educate readers and help them make better decisions regarding the product that suits their needs best. Commonly, they describe a given problem and propose a specific solution. A typical white paper lists and compares the different avenues available to meet a client’s need and suggests the use of a certain product to solve the issue he or she is facing.
Q: What are the benefits of writing white papers?
A: White papers generate more sales, increase credibility and create trust.
They invite readers’ curiosity about the recent developments in technology.
Since engineers and scientists are searching for quality content, white papers respond their need for unbiased and objective information.
A white paper is not a promotional document.
It doesn’t try to praise your company or products.
Q: How to Write a White Paper?
A: Writing a white paper is not an easy task, and it can definitely be a challenge.
Here are some guidelines for how to structure your white paper:
1- Abstract: Give the primary insight of the paper without stating the whole conclusion. Frequently, prospects only read the abstract and the conclusion, so it is better to provide them with an incentive to read the entire document.
2- Problem: Provide the readers with information and data that helps them understand the facts about the issue and encourages them to identify with the problem described.
3- Solution: Propose your solution to the described problem, and explain how your technology works. With all the details, prospects can make their own decisions about the usefulness of the proposed solution.
4- Benefits: Explain to your readers how your solution can solve their problem. Describe the benefits and provide supporting evidence.
5- Conclusion: Write a summary of why your solution is the best. Emphasize the advantages of using this product as well as the disadvantages of not using it. Mention the works cited and the hyperlink sources you used. Give the readers your contact information.
Q: How to make your white paper a successful marketing tool?
A:
- Use graphics, charts, diagrams, and images.
- Give facts and examples.
- Use casual, easy-to-understand language.
- Keep it concise, precise, and clear to avoid losing the attention of your readers.
- Cite third-party sources, such as analyst research or industry reports.
More important: Avoid direct selling. People resist to sales, but they offer no resistance when they learn, become more skilled, and find answers to their specific problems and issues.
Finally, focus on benefits rather than features. This is how you will demonstrate that you are not trying to sell anything; instead you are educating your prospects to help them make better decisions choosing the product that suits their needs.
To your success!
Stephanie Labrecque
stephanie@in-spira.ca
581-999-0724