Whither Goest White Papers?
August 1st, 2008 by Tom RigoliThe so-called “White Paper” — which originated as an official government document more than a century ago — derived its name from the “White Book,” an earlier established document addressing a broader set of government policy issues. Perhaps the most oft-cited example of an early white paper focusing on a specific issue was penned by Winston Churchill in 1922. Interestingly, Churchill addressed a topic that is still timely today, namely the political conflict in Palestine.
Just as the News Release has evolved over the past century into a powerful high-tech marketing tool (see my prior blogs on this), so also has the white paper. The power of the white paper to persuade is directly proportional to three factors: 1. How clearly the author presents a critical issue or problem facing the intended audience; 2 How objectively the author describes possible solutions and their trade offs; 3. How well the author refrains from promoting a company’s products, leading the reader instead to draw his/her own conclusions.
Because the Internet has become the principal medium for presenting white papers, it should come as no surprise that the most widely read white papers are short in length, typically 7 to15 pages (single spaced, 11 pt font, including charts, diagrams, photos). The most persuasive white papers are written in an objective, conversational style, and lead the reader to an informed decision.
Use of graphics is highly recommended. Indeed a picture or chart is worth a thousand words. The judicious use of graphics along with a compelling headline and subheads will give a white paper the visual magnetism and easy readability it needs to compete in an information-cluttered environment.
White papers are now so widely used as marketing tools that they have spawned a network of freelancers who specialize in writing them. Of course, the best white papers result when they are written (or directed) by persons with extensive experience in the subject to be addressed. Writers with limited experience can be effective as long as they have mastered the art of interviewing those with extensive experience in the subject to be addressed, and as long as they triangulate the information gathered from interviews with independent research.
Well crafted white papers continue to earn their stripes as powerful marketing tools. They can be used by a company’s sales force calling directly on customers and prospects. They can also generate leads by promoting them via news releases announcing their publication, and by posting them on the company’s web site. Moreover, there are opportunities to gain wider exposure via syndication (i.e. paid distribution using network of specialty web sites). We would be remiss if we didn’t tip our hat to Google AdWords as yet another way to expand the targeted awareness of white papers. Indeed, Google’s pay-per-click advertising can potentially capture customer prospects before they have made a purchase decision, while they are still thinking about critical issues and trade offs.
In summary, white papers have come a long way since Winston Churchill occupied 10 Downing Street. Although they are still used to present national government policy issues and their implications, they are more widely used today by businesses as marketing tools. Smart companies using them will understand that the most persuasive white papers are not re-purposed data sheets or sales brochures — but rather an objective and compelling exploration of a critical issue, and how it could be best resolved.
The art in writing persuasive white papers is to refrain from promoting your products/services in favor of leading the reader through and objective view of critical issues and ways to resolve them in a manner that would make him/her favorably disposed to purchasing your products/services.
