Getting Serious Online With White Papers

If it's not too painful, think back to those good ol' days at university. Remember those 50 000 word essays and the lecturers demanding references every two sentences? References that had to come from industry journals to give your essay a basis for credibility.

Think of customers like your lecturers. Customers want comfort from credibility. How do you give them what they want?

Our advice? Source a 'white paper' or two - it is the equivalent of journal references for online marketers.

White - The Credible Colour

So what are white papers?

White papers are formal and authoritative papers, guides or reports that provide information on products and services in a factual manner. They assist with customer decision-making as demonstrate knowledge and expertise, and offer practical solutions.

White papers are highly persuasive as they do not hype the product. Rather, they address the customer's problem, and then sell the 'superior' solution by highlighting the relevant product that can offer that solution.

For this reason, consumers perceive white papers to carry a lot more weight than other forms of prose, which are at times interpreted as propaganda by the more cynical customer.

If you are still a bit fuzzy as to what constitutes a white paper, put in a quick surf to CNET. CNET is a publishing site that tests technological products and writes powerful reviews that have assisted many a consumer with their purchasing decision. It's a minefield of excellent white paper examples if there ever was one.

Going White Without The Bleach

Unfortunately, writing and publishing a white paper isn't for everyone. It requires some serious skill.

As with any piece of written work, it is first imperative that you know your audience and their conundrum or concern that you are aiming to alleviate with your product. Hook them with an engaging, but brief synopsis of your white paper that compels them to continue reading, yet also offer a thorough conclusion for those too time-poor to read the entire document.

To determine the right format for the white paper on your product, take into consideration the publication in which your white paper will star. Generally, the following format is appropriate:

1. Illustrate your knowledge on industry and on the customer's needs.
2. Describe the product and its technical and design attributes, as well as its durability and reliability. Use diagrams where practical.
3. Link the two together through your solution (demonstrate how your product can solve the consumer's problem). If possible, validate claims with evidence, case studies or testimonials.

It is highly advisable that you put the paper through an independent review before it is made publicly available - this will establish whether the paper is credible in its own right.

Think you'll need a bit of help with your white paper? Go ahead and contact us. You can also download our EBook or register for a free online analysis report.