Guidelines for Writing White Papers

A white paper is a terrific vehicle for promoting your products and services.

The effectiveness of your white paper depends largely on the persuasiveness of your argument combined with a nice, sharp presentation.

With white papers, readers have come to expect a format where questions are answered in a logical order. Adherence to the format allows them to move rapidly through the document, absorbing the message quickly.

White papers typically provide a solution to a business or technical issue.

In general, they cover the following areas:

• The problem that needs to be solved.

• The solutions that can resolve the problem.

• Why your solution is the best choice.

For example, an IT white paper might address:

An IT Manager's problems in relation to a specific area e.g. content management.

• Current technologies available to resolve the problem.

• How the provider is uniquely qualified to provide this technology.

• How the product works, and how it can be optimized for this particular situation.

The white paper may also discuss the product requirements.

However, these are often left to separate documents, such as product specifications or data sheets.