Demystifying White Papers

Chapter I

White papers are in vogue and why not? Recent Marketing Prof’s convention announced that White papers are among the top 4 lead generators in B2B space. According to some analysts, corporate decision makers rely on white papers more than almost any other source of information available to them.

So what are white papers?

A white paper offers a stimulating level of education, explanation, and discussion on a topic which is not present in abbreviated forms of collateral.

Put simply, business white papers are documents that provide useful information to the reader and lend validity to product claims–thus vitalizing their further interest in the offering. They also complement other pieces of marketing collateral, providing useful information on a particular business problem to a defined audience.

Common business marketing white paper types include

• Business implication discussions
• Strategy discussions
• Industry trend overviews
• Issues’ analysis

Combining white paper types into a single document for desired results is a common practice these days. In some cases, however, selecting a single white paper style can be more effective.

Goal of a white paper

The reasons a company elects to develop a particular white paper are varied, and may include the following

• Demonstrate thought leadership for a particular issue
• Thoroughly understand a given business issue or challenge
• Analyze a marketplace
• Describe best practices to meet challenges
• Address the audience’s perspective, not merely the author’s perspective
• Explain a product’s (or service’s) ability to solve a business or consumer challenge
• Promote a new technology

White papers explain innovative technologies in a compelling way that helps potential customers understand both how and why the offering will benefit them. Therefore it won’t be wrong to say that White Papers shoulder a lot of responsibility; probably the reasons why most white papers are ineffective.

In the next chapter we will talk about this performance pressure that every white paper faces and the reasons why most white papers fail.

5 'Must Follow' Rules for Writing Online Articles

It is universal-writing has no particular formula. It primarily depends on how well you weave your words to create a spell on your readers – entertain them, enthrall them, enlighten them. Language, structure and vocabulary play a major role in an article’s success. Let’s explore the must follow rules to get those readers hooked to your writing.

Prepare

Brain Storm- Whenever you start writing, quickly pen down your thoughts.

Introduce

The opening line should be impressive and noticeable as you need a ‘hook’ to reel in your readers. It should continue talking about what you have mentioned in your headline.

Use

• Words like ‘You’, New, How To as the reader easily relates to it
• Short, crisp sentences
• Real world analogies- Complex ideas can be simplified by using real world analogies, the reader relates to this!
• Polite and easy language
• Active verbs

Example
Correct: “Susan opened the door”.
Incorrect: “The door was opened by Susan”.

Keep in mind

• Use conversational tone: Try and deliver information in a conversational tone, this keeps the reader interested. For instance, asking questions in between makes it sound as if you are directly talking to your reader.
• What’s in it for me: There are plenty of articles available on the web, so make sure your article has some food for thought. Ask them about a problem they might have, which you can solve. Highlight the benefits so that they can easily respond.
• Lead by informing your reader: Once your reader is hooked, introduce a segment that is totally new to him and simultaneously present your solution. Once you have provided the information, you need to educate the reader and establish the relevance of the same.
• Be Clear and Emotional: Your article should move your reader to laugh, smile, agree or cry? So, for effective results your copy should be easy to read and the message should be clear and direct.
• Be Objective: Your article should provide facts and be objective at all times to be more credible and believable.

But Avoid…

• Words like ‘We’ and ‘It’ and ‘Our Product”
• Mentioning personal opinions or biases
• First person in business communications unless it explains personal change on the part of the narrator
• Passive voice is a sign of formal language; avoid it as much as possible
• Usage of Caps or more than one exclamation point at a time

And Finally

• Give them a call to action: It is important to inform and educate your reader to sell. This is your ‘sinker’. Always, give them a call to action by providing a solution to their questions.
• Edit/Proof read: Before you send your copy edit it. Check for grammar or bad spelling.
• Enjoy writing: If you enjoy what you do, this will reflect on the quality of your articles. So, you will write articles that would be informative and enjoyable and grant you with the desired results.

Effective marketing copy should inspire you first, and then your potential customers. To create a niche in the market, make sure your writing follows a structure and style. At the end of the article, give them a call to action.

Go ahead – create a spell!