Masha Zager Writing and Editorial Services
White Papers - Frequently Asked QuestionsWhat is a white paper?
What kinds of organizations publish white papers?
Why should I give away valuable information in a white paper?
What's important in a white paper?
Where can I find help writing white papers?For two centuries, the British government has published its official policy statements between white covers. Somewhere along the line, "white paper" became shorthand for "official report." Today, any short treatise intended to educate customers is called a white paper.
What kinds of organizations publish white papers?
Technology companies Financial services companies Media companies Research and consulting firms Other B2B providers Industry associations Why should I give away valuable information in a white paper?
Some business owners are wary of providing valuable information without charging for it - especially when information is their stock in trade. But there are two excellent reasons to share knowledge:
It establishes you as an authority in your field. Customers know you wouldn't reveal all of your trade secrets. They realize your white papers represent the tip of the iceberg. Giving away valuable information reassures customers that you have plenty more information you're not giving away.
Educated customers are your best customers. They trust you because you've taken the time to explain the issues. They can make intelligent buying decisions. They're more likely to be satisfied with their decisions, and they're more likely to remain loyal customers. What's important in a white paper?
Clarity. Readers of white papers are usually the nontechnical managers and professionals who make strategic purchasing decisions. They appreciate clear explanations, charts, and diagrams. They won't read material that is dense with jargon.
Actionable intelligence. A good white paper doesn't just explain; it provides context. Most readers aren't fascinated by technical issues. They want to understand how these issues are relevant to their business.
Balance. Even white papers that promote your company's products or services shouldn't read like sales pitches. The white paper brings the customer to the level of understanding that's needed to listen to a sales pitch. It lays out the issues in a balanced way, and explains either why you've come down on one side or the other, or how you can help the customer make a decision.
Where can I find help writing white papers?
Don't look for a technical expert. Look for a marketing writer who's comfortable with technical issues. A writer who isn't too close to the subject can ask the kinds of questions your readers will ask - and answer them in ways your readers will understand.
Bridge Communications writes white papers that are informative, engaging, and authoritative. Read a sample white paper, then contact us to find out how we can help you move your business forward.
Home Business Writing Portfolio Books Articles About Contact