ClickInsights: Tips on how to write a better White Paper

Posted by Ambal Balakrishnan May 7th 09

ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predicitions. We also ask for their suggestions on what reports, whitepapers etc to read to keep abreast with latest trends in their industry.

White papers are marketing tools for showcasing thought leadership and generating leads. Read more at What Is a White Paper? We have invited White Paper Experts to shed light on the following question: If you could give our readers one tip on how to write a better white paper, what would that be? Read on to get their insights.

Recommended Resources from Experts on white papers

Blogs

Michael Stelzner's WritingWhitePapers Blog
Jonathan Kantor's TheWhitePaperPundit Blog
Jim Lodico's WhitePaperSolution Blog
Phil Dunn's QualityWriter Blog
Bob Bly's CopyWriting Blog

Books

Others

WhitePaperSource Online Forum
WhitePaperSource Newsletter
How to Write a White Paper – A White Paper on White Papers
Scribd for reference and distribution of white papers

Michael Stelzner

Blog WritingWhitePapers Twitter Mike_Stelzner

“Abandon any and all traditional product marketing”

Michael Stelzner's Bio

Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers. Michael is also the author of the bestselling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

Michael Stelzner's Tip

Put yourself in the shoes of your reader. Understand his or her pains, time constraints and interests. Then turn around and write something that will appeal to the reader without ANY overt sales messages. If there were only one thing to suggest, it would be this: Abandon any and all traditional product marketing that you may have learned in school. Instead think about how you can educate rather than sell.

Michael Stelzner Recommends

Jonathan Kantor

Blog WhitePaperPundit Twitter Jonathan_Kantor

“Don't Assume your Reader Knows What You Know”

Jonathan Kantor's Bio

Jonathan Kantor is the principal and founder of The Appum Group, "The White Paper Company", and has been producing enterprise white papers for the past 11 years. He is also the author of the “White Paper Pundit” blog.

Jonathan Kantor's Tip

Don't Assume your Reader Knows What You Know. I read a lot of white papers, and this issue is a common problem that I see very quite frequently. The problem of assuming the reader’s level of knowledge with a white paper topic is apparent when:
1. The writer uses industry/technical/complex terminology without a thorough explanation or description of that terminology and its reference to the white paper content.
2. When the size of the white paper is purposely downsized (to save costs) and the remaining (but limited) number of pages are solely focused on the solution and its attributes or advantages.
3. When there is an insufficient number of pages devoted to background information, common business problems, or industry issues that could bring the reader up to speed on the white paper topic. Including this information is especially important for a high-level decision maker that may not be fully informed with regard to the topic but may need that additional information to make an appropriate business decision (such as a highly technical subject and a non-technical business professional).

Jonathan Kantor Recommends

WritingWhitePapers Blog
WhitePaperSource online forum
Scribd for reference and distribution of white papers
Google Alerts set to keywords such as "white paper" or "white papers" for news, articles, stories, or examples of white papers

Jim Lodico

Blog WhitePaperSolution Twitter Jlcommunication

“Inform and educate which in turn, leads the reader to your product.”

Jim Lodico's Bio

Jim Lodico is a white paper specialist who combines more then 20 years experience in writing and editing with a background in journalism and education.

Jim Lodico's Tip

Focus on the process as opposed to product features. A good white paper helps the reader solve a problem. Demonstrate the proposed solution and its benefits. The idea is to inform and educate which in turn, leads the reader to your product.

Too many white papers read like extended sales brochures because they focus on product and fail to provide objective information. Help the client solve a problem and they will be inclined to return the favor (especially if you've got a good call to action but that's a different tip).

I would also suggest that those interested in writing white papers or ebooks also explore research methods and effective interviewing techniques.

Jim Lodico Recommends

Michael Stelzner's White Paper Source has a wealth of information on writing white papers. His blog provides great tips and his forum has information on everything from writing white papers to best sites for syndication. Michael's book "Writing White Papers; How to Capture Readers and Keep Them Engaged" is also a great guide and one of the few books on the subject.
Jonathon Kantor also blogs about white papers at The White Paper Pundit

Phil Dunn

Blog QualityWriter Twitter PhilDunn

“Put yourself in the white paper reader's shoes”

Phil Dunn's Bio

Phil Dunn helps companies sell more and communicate more effectively with clear, compelling marketing and advertising writing. He's also co-author of The 7 Essential Steps to Successful eBay Marketing

Phil Dunn's Tip

Put yourself in the white paper reader's shoes, and ask one simple question: "Do I have a problem/issue/pain/challenge?" If you flesh this out on page one of any white paper, you've overcome your biggest hurdle.

Too many white papers start by

trumpeting their solution first
assuming they know the reader's problem and they don't [do your research before you hit the keyboard]
crafting lofty, academic prose around grandiose, complicated or overly layered concepts

My advice is to paint that challenge/issue/problem/need picture first - use examples and anecdotes where possible - then transition into the solution or a higher level discussion of approach/theory. When the reader picks up the paper, he needs to answer those questions… "Is this my problem?" "Do I identify with this?" "Are they talking about me here?" If you can connect on that level, your solution positioning will be that much more effective.

Phil Dunn Recommends

Bob Bly

Blog CopyWriting

“What do you want the reader to do, think, or believe after reading your white paper?”

BOB BLY's Bio

Bob Bly is an independent copywriter and consultant with more than 25 years of experience in B2B, high-tech, industrial, and direct marketing. He is the author of "The White Paper Marketing Handbook” and numerous articles, books on direct marketing.