Whitepaper creation guidelines

Let’s define what a whitepaper is, according to Wikipedia it’s ‘an authoritative report or guide that often addresses issues and how to solve them. White papers are used to educate readers and help people make decisions.’

So whitepapers are a document that shows you how to solve a problem for yourself. In the area of marketing your product how does it work, well essentially you identify a problem that needs to be solved. You educate the reader in how to solve that problem because as an expert in that field you know how it can be resolved. And if he can’t manage to solve such a complex problem himself you offer your services or product in order to do so.

When you offer problem-solving information like this, you will build your credibility as a quality source of information. And they are likely to listen to you in the future.

But it isn’t just a sales pitch which will just destroy everything you have worked for so far. Remember you will have captured the readers email address in return for this document so don’t throw it away at the first opportunity.

You want to engage the reader and entice them into your environment where you are the expert, so be factual, interesting and authoritative.

The whitepaper doesn’t have to be a massive document 15 to 30 pages seems to be a good range. If you haven’t got enough information to stretch that far or want something just as effective the 1-page guide can work just as well, if not better.

Look around at people’s workstations and what do they have hanging about. One page cheat sheets or reference guides to all kinds of things, something that is easily photocopied by colleagues, friends and family. So long as your contact details and logo are on the document these are just as effective in your marketing.

And finally in creating your whitepaper or reference guide how do you get your readers attention? Well the same way as the latest blockbuster video, book or computer game shouts to you from the shelf, with a good title. Look around, see what works and use the same type phrase to describe your materials. Emulation is a form of flattery after all.

So to recap, a whitepaper should not be a simple tutorial, it has a structure that can be broken down into a three stage process.

• You are trying to get them interested and involved in what you are talking about.
• You need qualify your assertion with a tag line, something that supports your argument and qualifies the subject matter you are talking about.
• Finally you make a call to action, offering the opportunity to consult you for advice, but they need to be reminded that this is a time limited opportunity so the time to act is now.

So there is a lot to consider when you put your whitepaper together, good luck.