1. Start with the Conclusion
It sounds like a paradox, but the introduction is the best place to summarize your findings.
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 make senses, 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. To compensate for this, summarize
your key points in the first chapter. This stimulates the reader's
curiosity and encourages them to turn the page... and move into the body
of the document.
Remember, if you don't write a compelling
introduction, it's unlikely the reader will get past the first page.
Find some angle that makes them want to read more. And then build upon
this in each successive chapter.
2. See Customers are Investors
Think of your customers are
prospective investors. And 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 dismiss
unsubstantiated claims.
-
Maintaining their attention involves
building trust and offering facts that are interesting, relevant, and
true.
They 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
Avoid jargon,
clichés and Three Letter Acronyms
(TLAs).
Product descriptions, written by developers, web designers, or marketing directors,
often contain assumptions about the product understood only by their peers.
Avoid this where possible.
Don't make the reader 'work' to understand
your product.
Readers will not understand these cryptic references and feel excluded.
Instead, 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 Ultra 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 teach them the basics. They will
just skip past these sections.
Generalities and bland repetition drives such readers away. Instead, describe specific
aspects that ring true with your audience.
5. Differentiate Your White Paper
It's one thing to claim your product solves
a problem, but it's more convincing to describe how it does this.
Provide evidence that your solution is
better than your rivals - and then substantiate this with, for example,
benchmark tests or independent assessments.
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.
Tables help present data in a format that's
easier to consume. Matrices are very useful if you want to break out
roles and responsibilities.
White space gives the text more breathing
room.
Remember that readers will get tired after
reading several pages; use graphics, tables and charts
as an alternative to the text.
How you format your white paper plays a key
role in getting others to read it and follow your call to action.
7. Use Clear English
Though the IT industry is international,
for many readers English is a second language.
Make sure to avoid using lengthy
paragraphs, complex sentences, and buzzwords. Instead, use simple, plain
English.
Such writing carries real power - the power
to convince and convert.
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.
Conclusion
The secret to writing successful
white papers is to write it from the
angle of your reader. Instead of focusing on your product or service,
develop ‘themes’ that tap into your prospective customer’s underlying
needs.
Once you’ve identified these, use compelling arguments that appeal to
their head (logic and rational) and their heart (emotional and
impulsive). By using this two-pronged approach your white papers will
have more impact and encourage the reader to follow your ‘call to
action’.
|
