How to write a white paper.
papers can be extremely effective b2b marketing tools.
But only if people actually read them. Given that most
readers, such as executives and company managers, will
be extremely busy, it’s critical that your staff (or the
person handling your white paper writing) learn how to
write a white paper that will quickly capture the reader’s
order for your white paper to be effective, you must immediately
speak to the problem your reader is experiencing. Do this
in the first paragraph. The rest of the white paper copy
must be clear, compelling and answer their questions the
whole way through or your reader will stop reading before
reaching the end.
White paper writing tips
and techniques for effective b2b marketing:
- Establish credibility. The reader needs to know you
have legitimate, useful information to offer. A white
paper is not a sales pitch. By presenting valuable information
you establish yourself as a knowledge leader, and show
that you want to help others succeed by sharing that
knowledge. This will create trust and credibility.
- Incorporate historical data, relevant research findings
from reputable third-party sources and expert testimony
- Don’t come across as self-serving by mentioning your
specific product or service too soon. Make sure you
have made a thorough, objective case as to why the general
product or service (such as supply consolidation and
automation for health providers) is needed before introducing
your company’s solution.
- Provide specific examples of how your organization’s
solution is effective.
Focus on the problem—not just the product. White papers
outline a particular industry problem using historical
data and market research. By focusing on the problem—and
not your product—you align yourself with your reader
and further enhance your marketplace authority.
- Write objectively. Keep the length under about 12 pages.
Use sidebars and text boxes to summarize the key points
of your white paper.
- Include charts, graphs and figures that visually demonstrate
your point and support your facts.
- Refine your target audience. You can filter out unqualified
clients and refine the target audience for your b2b
white paper by immediately pointing out the problem
your white paper will be addressing.
- Persuasive information is key. The thing that separates
a white paper from a sales letter is that white papers
educate and inform. Readers want to be educated so they
can make informed decisions. If your white paper does
a good job of informing readers about how they can solve
one of their problems, they’ll be more likely to read
your white paper to its end—and, in the process, be
persuaded to work with your company.
Need more help?
Contact us for more information on our white paper writing services. Request a free estimate to see how affordable it is to have a Hired Gun specialist create an effective, highly marketable white paper for your company.
the next article: Using
white papers in b2b marketing.
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