5 Tips for Better White Papers
How to write reports that generate quality leads
1. Choose the right title
Buyers are looking for a solution to their problem so the title needs to let readers know who the paper is targeted at and what they will learn if they read it. Shorter is better and titles which pinpoint the job function and industry of the target reader will be more successful. Research shows that including a company or product name substantially reduces the appeal.
2. Focus on the buyer
People read white papers for education and information so the paper should focus on the buyer’s issue or problem and offer information that will lead him or her towards a solution. A white paper should not be a sales brochure or company data sheet.
3. Avoid mention of the product or company until the end of the paper
In keeping with the educational tone, it is best to avoid mentioning the sponsoring company or product specifics until the end of the paper. The reason is two-fold: In the first place, white paper readers are put off if they feel they are being “sold” to rather than learning more about solutions. In the second place, this allows the writer to craft a semi-objective document whose contents should lead the buyer to considering the sponsoring company favorably once they have learned more about the issue. The paper should include criteria for solution selection that can be effectively met by the sponsoring company’s product or service.
4. Use the right language.
A white paper falls somewhere between an article and a brochure, and the language needs to be approachable and persuasive. In most cases, there is no need for detailed technical language and jargon. This means that the writer must understand the marketing and sales goals of the white paper as well as the technical details and blend them into prose that is simple, clear and easy to read.
5. Choose the right length
White papers need to be long enough to explore useful information about the problem and the solution but not so long that readers are deterred from investing the time to read. The average paper is between 6 and 12 pages, and the more successful ones are broken up with subheadings, bullets and charts rather than a solid mass of text.
White papers are an increasingly important tool for marketers and surveys show that freelance writers produce well-written and targeted white papers more quickly than in-house writers. Hiring a specialist writer is a cost-effective way to ensure that these 5 tips are followed and the impact of a white paper is maximized.
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