Seven Ways To Use White Papers To Drive Sales

The introduction is the best place to summarize your findings - including the conclusions that you have made.

1. Put the Conclusion at the Start

Other publications, such as newspapers, use headlines and paragraph summaries to hold the reader's interest: white papers benefit from the same approach.

Putting the conclusion at the end of your white paper makes sense, but you need to be careful as this section is often overlooked by the reader, many of whom won't read to the very end.

2. Customers are Investors

Try to think of your customers are prospective investors. In addition, investors are a very discriminating audience. They judge technologies, products, and ideas based on objective information and the track record of those involved.

They are hungry for real facts and will dismiss unsubstantiated claims.

Maintaining their attention involves building trust and offering facts that are interesting, relevant, and true.

They will look for trustworthy evidence to substantiate your claims. By providing this evidence, you not only save them time but also increase your credibility. Finding meaningful testimonials is well worth the effort.

3. Avoid Assumptions

Product descriptions written by product managers, web designers, or marketing directors often contain assumptions (and IT acronyms) that are understood only by their peers. You need to avoid this at all costs.

Readers will not understand these cryptic references and feel excluded.

Before getting into the details of your solution, describe the high-level requirements first.

Start with the essentials:

• Is it hardware or software?
• What are the prerequisites?
• What platform is it designed for?
• Where language is it written in?
• Who will use the solution

4. Be Specific

After providing this preliminary information, get to the main issues. If you know that your readers are, for example, technology experts then don't try to teach them about the basics. They’ll just skip past these sections.

Generalities and bland repetition drives such readers away. Instead, describe specific aspects that will ring true with your audience.

5. Differentiate

It's one thing to claim your product solves a problem, but it's more convincing to describe how it does this. You need to provide evidence that your solution is better than your rivals are—and then substantiate this with, for example, benchmark tests.

6. Balance Text v. Graphics

Use graphics, tables, and charts to help the reader understand your product. Graphics are ideal for illustrating the relationship between concepts, technologies, and systems.

Also, remember that the readers will tire after several pages; graphics, tables and charts serve as an alternative to the text while still maintaining their interest in the subject.

7. Use Clear English

Though the IT industry is global, many readers learned English as a second language. Such readers tend to get confused by lengthy sections, complex sentences, and new buzzwords.

Tip

Instead, try to use simple, plain English. Such writing carries real power—the power to explain and convince. If the best ingredient for an effective white paper is a terrific solution to a technical problem, then the next best ingredient is great writing.