Individuals with little writing experience are often
delegated to write the white paper. In the IT industry, there is an assumption that the
developer is best suited to write about the solution. Let's be honest: writers write and
programmers program. There are some individuals who have both skills, but these are hard
to find.
In general, developers are not ideal for writing white papers; and neither is the Sales
Manager. Developers will focus on the technical innards, while sales types will gust about
its ‘unique’ qualities. In doing so, both miss the mark.
You can save yourself a lot of stress by hiring an experienced writer who can look at
your product or service – and present it in an easy-to-understand manner. These
writers know how to ‘sell’ a concept to both a technical and business
audience—not everyone has this skill.
2. Sharp Presentation
Attractive graphics reinforce your message. Use diagrams and charts to stop
‘glazed eyes syndrome’ setting in. Text-heavy documents drain the reader very
quickly! By combining charts, diagrams and tables you weave together the main selling
points and sustain the reader’s interest.
3. Avoid Terminology
Geekspeak and Three Letter Acronyms—e.g. B2B, B2G—are endemic in the IT
industry. Experienced writers avoid TLAs as they know that readers won’t understand
the terminology, become frustrated and move on. If you have to use these terms, put a
reference section at the start.
No-one likes to be patronized.
Technical terms without a clear definition will lose the reader’s confidence in
both you and your products. They will stop reading and go somewhere else. Why not? After
all, your beloved White Paper is not the only show in town!
4. Subject Matter Organization
Before you get to the heart of the paper, outline the relevant background materials,
such as industry research figures, that support your arguments. In the opening section,
highlight why your solution exists; in other words, what specific problem does it solve?
Don’t meander from topic to topic or you will lose the reader. Each paragraph
should only discuss one idea. Don’t mix ideas in the same sentence or paragraph.
For example, before you begin, assume that the reader is completely new to the subject
matter. Then outline the most significant issues and progressively walk through the
solution; begin with the larger issues first and sequentially move though the other
points.
5. Abstract v. Reality
Many white papers discuss the theoretical application on the solution, e.g. Product X
will do Y in situation Z. That’s fine up to a point as it helps paint a picture for
the reader. However, you need to underline your ‘theory’ with real world
examples.
Case studies and customers quotes are a very effective way of demonstrating how your
solution performs in a working environment. Case studies reinforce the theoretical
concepts. They help the reader see how the solution could work for them.
If the reader can’t relate to your solution in a practical sense, they will search
elsewhere for another product.
Summary
Oddly enough, many of us read the summary first. Because of this, it should capture the
essence of the white paper and identify the most interesting points.
If this section lacks interest, you may lose the reader — before they’ve even
read the first page!
Make your points. Make them clear. Make them stick.
White Papers are a low-cost way to promote your products and potentially gain an
advantage over your competitors. They also have a long shelf-life. They live on the web,
intranets, and hard-drives long after your product has been rebranded, you’ve changed
business strategy, or moved onto the golf course.
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