Marketers and sales professionals bombard businesses, hoping for time with decision-makers. Is it any wonder that many attempts are unsuccessful? White papers have emerged as a highly successful form of marketing.
Beyond IT Solutions – A Powerful Marketing Tool
White papers are perhaps best known as a useful marketing tool for Information Technology (IT) solutions. Businesses soon discovered, however, that white papers are an effective strategy for other business products and services. A well-written white paper focuses on identifying a business need and proposing a solution. White papers inform and influence decision-makers.
Most sales professionals understand that even the best advertisements seldom grab the attention of a company’s CEO/CFO or other key stakeholder. White papers are persuasive marketing vehicles that generate viable leads, introduce new products or concepts and provide decision-support information to close a sale.
White Paper Imposters
Busy executives have little patience for white paper imposters. Labeling a two-page advertisement as a white paper does not make it one in the eyes of the stakeholder. Recognizing its power, the “white paper” label is slapped on a lot of marketing materials. A true white paper has certain characteristics:
- Typically 6 – 12 pages in length
- Educational versus salesy
- Identifies problems or business needs
- Information is fact-based and documented
The Simple Approach
I have a simple, but thorough, approach to white papers. Understanding the “ins and outs” for your white paper is key. The following is my approach to creating commanding white papers. 
1 - The Foundation
To lay a solid foundation for the white paper, we establish the what, who and when:
WHAT
is the topic of the whitepaper? the objective?
WHO
is the targeted market? the ideal stakeholder? your key players for information?
WHEN
is the targeted completion date?
2 - The Frame
Once we have the foundation for the white paper, it is time to build the frame. An outline acts as our blueprint and is updated and shared throughout the process. Interviews are scheduled and conducted with the key players identified for your business. Research and the initial writing begin.
3 - The Final Construction
Drafts are delivered for final construction. Once inspection clears your white paper, let the marketing begin!
Contact me for help on your next white paper.
