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.
PS
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. |
