What are white papers and why would you use them?
White papers help prospective B2B buyers
- Understand an issue
- Solve a problem
- Or make a decision.
Written well, they make you the trusted advisor.
Each white paper should be well researched and contain both facts and logical arguments. These facts and logic should promote a certain product, service or solution to a problem. And, at a minimum of five pages with an attractive design.
White papers are quite versatile. You can write one about any product, service, technology or methodology; to mention a few.
Three types of white papers
- Dinghy – plain and predictable backgrounder, detailed description focused on the technical or business benefits of a specific offering. This type of white paper is simple, classic and predictable; just like a dinghy.
- Atons – light and lively numbered list, framed around a set of tips, questions, concerns or points about some issue. These remind me of being in a channel where you follow the green cans and red nuns to proceed through.
- Tug – rich and satisfying persuasive essay that delves into a nagging business problem and a new or improved way to solve it. Like a tug, these white papers have a tough job. Written right, they are rich and long lasting.
Check out my report 13 Jam Packed Ideas to Promote a Finished White Paper to your target audience.
Thinking about having a white paper written?
Schedule a complimentary call and let’s talk it through to see what makes sense.