How-To Series: How to Write a White Paper

What is a White Paper?

A white paper is a technical document used to describe how a product or technology solves a specific problem. White papers are written for a wide audience- usually targeting the general public or multiple companies. A white paper, in its entirety, can influence the decision-making process of potential clients and customers if done correctly.

Who Uses White Papers?

White papers are widely used in marketing and technology spaces. White papers can be used as a marketing tool before sales to entice and persuade potential customers to learn more about or purchase a specific product or service. In the realm of technology, white papers are largely published by support to provide guidance and detailed technical information in plain English and are widely read by IT professionals.

Outcomes and benefits of White Papers

• Thought Leadership

• Lead Generation

• Close Sales

Tone

The purpose of a white paper is to educate, inform and convince. Therefore, boggling your document down with technical and industry terms will not get you far. The tone of your white paper should be informal and in plain English. Another thing worth mentioning is that a white paper is not a sales pitch! Readers turn to white papers to learn and to make informed buying decisions. The ball is already in your favor seeing as the reader has probably already thought about buying your product or service; they just need a little convincing. Try highlighting the benefits of your product rather than the features. Again, a white paper is a persuasive technical document. Your overall objective is to explain how your product or service offers solutions to your customers’ problems.

Before You Start Writing

Before you sit down to write your first draft, ask yourself the following questions :

• Who is my audience

• What is my objective/ purpose

• Have I done enough research (ie: interviews with key people within the company with knowledge on your topic.)

Formatting Your White Paper

The format of your white paper will depend widely on the topics and subjects you’ll write about. At its core, a basic outline to follow when starting your white paper will look as follows:

• Abstract/ Overview. Customers tend to frequently read only the abstract and conclusion of white papers. Make sure to clearly and honestly state what your paper is about in one paragraph , all while inciting your reader to continue reading. This is not the place for your conclusion.

• The Problem/ Key Points. Here is where you’ll provide 2-3 paragraphs describing the problem and adding brief background information. Avoid making hidden assumptions or offending your reader.

• Understanding The Product’s Design. This is where you’ll provide information on how the product works. Clearly describe your product’s feature, but do not attempt to solve any problems. Your job in this section is to layout your product to the reader to better help them make a decision.

• How the Product Solves the Problem. Now, explain how the product’s features can solve the problem. Be sure to look at the problem and solution at different angles. Show your reader that you’ve explored counter arguments, and explain how this is still the best solution to the problem.

• Conclusion/ Summary. This is a one-paragraph summary of why the product is the best solution to the problem

What to Keep in Mind While Writing Your White Paper

• Stay on Topic.

• Speak on Competitors’ weaknesses.

• Leave out The Negativity

• UI is just as important as the content.

Once Your First Draft is Completed

• Draft and review your white paper with engineering and management.

• Write and review final draft.

Are you a white paper writer? Have any other tips on writing white papers? I’d love to hear your thoughts in the comments below!