What is a White Paper?
In marketeting, a white paper is a hybrid article that smoothly blends education and soft-sell advertising into a solid, well-written piece. However the emphasis here is definitely on “education”.
White papers can be used at different points of the sales cycle, from lead generation to a “leave-behind” to closing the sale. They can also be aimed at different people: the CEO, a VP, an IT person, etc. Most of the time, the way you use your white paper and who you identify as your target audience will affect how your white paper is written.
No matter what the situation, the white paper describes a specific problem faced by your target audience, and provides them with a solution.
Advantages of a White Paper for Your Business
A white paper can fulfill many different functions. First and foremost, you are educating your audience about a specific problem, and how to solve that problem. And here is one of the best parts of a white paper: when written well, your product or service becomes the only reasonable solution.
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In other words, you are holding their hand down the decision-making path. You outline the problem, describe the solution, provide references to back up that solution, and point out any pitfalls along the way. You are building trust with your potential customer, and trust goes a long way to landing their business.
A white paper can:
- Educate the reader about a specific problem
- Show the reader how to solve that problem in a generic sense
- Present yourself or your company as a thought leader in your industry
- Present your product or service as the best solution
The best part is that often white papers are downloaded and kept for future reference during the research phase, keeping your name in front of your potential customer even longer. In some cases your white paper may even be referenced in other white papers, giving even more life and credibility to your white paper.
Who Can Use a White Paper?
In marketing, white papers are most often used in the IT industry. But white papers are versatile enough that they can be used in other B2B marketing campaigns, and even direct-to-consumer campaigns. You don’t even have to use the word “white paper” – it could be a report, a guide, or simply “an article”. The main thing is to have a persuasive, well-written piece that outlines a problem and a solution, and how your product or solution fits the bill perfectly.
Who Should Write Your White Paper?
You or others at your company may have a more intimate understanding of the product or service – and that will be very important when creating your white paper. But it takes a professional white paper writer to really bring your story together and present your product in the best light.
Lke any good storyteller, he or she can lead the reader through your white paper to reach that one, inescapable truth: that your product or service really is the only solution.
Contact Graham Strong for More Information
Want more information about how a white paper writer can help you? Contact Graham Strong right now to find out how he can help you get the results you are looking for. Or take a look at his portfolio to see a white paper example.
