UNDERSTANDING WHITE PAPERS

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UNDERSTANDING WHITE PAPERS

• The Right Perspective!
• 
  Papia Bawa

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What are White Papers?

• White papers are business reports that
  discuss
• A specific business issue.
• A product.
• A competitive situation.

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Objectives of White Papers

• Share technical knowledge and business
  information.
• Educate the reader about the subject.
• Generate publicity especially when a company is
  starting out and trying to get media attention.
• Used as a marketing tool.

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They also

• Summarize information about a topic, for example,
  the results of a survey or study.
• Suggest a proposal for action, with the
  research data providing the justification for the
  action.

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If a company is

• Working on an innovative area or solutions for a
  specialized audience, these white papers can be
  very effective in demonstrating the companys
  achievements.

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Remember

• White Papers are written by an expert to educate
  a novice.
• The writing style of white papers tends to be
  formal, direct, and business-like.

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Good white papers assume

• That the reader knows nothing about the issue!

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Focus of White Papers

• Market analysis
• Implementations of the product/solution
• Product analysis
• Unique Selling Points (USP)

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Market analysis

• This will include P.E.S.T and S.W.O.T analysis.
• Potential client details.

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Implementations of the product/solution includes

• The details of the business objectives.
• The details of potential obstacles to obtaining
  those objectives.
• The solution/s recommended to deal with the
  obstacles.
• Recommendations of how any given situation may
  benefit the company.

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Product Analysis

• This includes tables, charts, and graphs about
  the solution.
• All the technical specifications are
  distilled down to a few pages in an easy-to-read
  format.

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Unique Selling Points

• USP details of what makes your recommendations
  unique, supported with persuasive arguments that
  highlight how they are different from the
  competitions recommendations.

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In Essence

• White Papers are frequently based on market
  research, polls, or surveys that a company has
  carried out, or has sponsored in conjunction with
  a research firm.
• White Papers help convert prospective customers
  into paying customers.

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How are they different from other reports?

• White Papers
• Are not technical documents.
• Used to support the sales strategy
• Provide collateral material for the marketing
  team.

• Conventional Reports
• Are technical in nature.
• Are used to convey information.
• Have limited impact on sales.

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Differences Continued

• White Papers
• Used to generate publicity, especially when a
  company is starting out and trying to get media
  attention.

• Other Reports
• More research based, rather than publicity
  oriented.

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Differences Continued

• White Papers
• Decision makers will usually read a white paper
  first before ever contacting a "live" sales
  representative or sending an E-mail query.

• Other Reports
• Decision makers will mostly read information they
  solicited,rather than random reading.

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Why are White papers so important in todays
technological world?

• Most business professionals don't make decisions
  without understanding all the facts involved with
  a particular issue.
• Serious decision makers use white papers to read
  about that issue first.

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Role of White Papers for Decision Makers

• 1.White papers are the first external source of
  information consulted by decision-makers on a
  particular product.2. Executives often consult
  White Papers even before their own Sales team.

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Continued

• 3. White papers have a very long shelf life as
  they get filed for future reference, and remain
  for long periods on corporate intranets.  

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Key Strategic Marketing Tools

• White Papers influence prospective customers. Not
  every customer will phone or email you about your
  products but they will download your white
  papersand case studiesand then read them at
  their convenience.

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Consider this!

• According to market research, 79 of the time
  white papers are the first port-of-call for
  decision-makers when investigating a product.
• 99 of these decision makers will refer a well
  written white paper to other colleagues.

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What must a good white paper incorporate besides
facts about the subject?

• They need to present your company/idea favorably
  and reinforce why your organization/idea should
  be selected over your competition.

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What a White Paper must avoid?

• Lack of Visual Appeal
• Complex Terminology
• Disorganized Subject Flow
• Theory without Reality

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Remember!

• People do not like to read boring details about
  your product only.
• Focus on the needs of your readers instead.
• By describing problems, you are really developing
  an important affinity with the reader.

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Put the conclusion at the start

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

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Sharp Presentation

•  Diagrams and charts will also stop glazed eyes
  syndrome occurring when the readers are faced
  with 20 lengthy pages, possibly with little use
  of white space.
• Make sure to combine charts, diagrams and tables
  to reinforce the main selling points and sustain
  their interest.

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Avoid Excessive Tech-Terminology

• When using Geek speak and Acronyms, include a
  reference section to explain their meaning.
• Using technical terms without a clear definition
  will lose the confidence of the readers in you
  and your products.

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Subject Matter Organization

• Explain in the opening section why your solution
  exists and the specific problem(s) that it
  solves.
• Each paragraph should only discuss one idea.
  Dont mix ideas in the same sentence or
  paragraph.

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Abstract v. Reality

• You need to back up your theory with real world
  examples.
• This is essential in presenting how a particular
  solution can solve the specific business needs
  that have been presented in your white paper.

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White paper format

• Title page with company logo
• Table of contents
• Executive summary
• Foreword/Introduction
• Body paragraphs How Your Product Works How Your
  Product Solves the Problem
• Conclusion Annexes
• Glossary

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Executive Summary

• A one-page overview of what the paper is about.
  State the purpose of the paper. Readers
  frequently read only the summary of white papers,
  so include enough "teasers" to encourage them to
  read the rest.

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Foreword

• Two-to-three paragraphs describing the problem
  with some background. Be straightforward and
  succinct.

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Body Paragraphs

• How Your Product Works This section helps the
  reader to understand the product's application to
  the problem.
• Explain your methodology.

• How Your Product Solves the Problem
• Describe how using the product solves the
  problem.
• Give supporting evidence.

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Conclusion

• A summary of why your product or service is the
  best solution to the problem. No more than two
  paragraphs.

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Annexes Glossary

• List of all documents attached, like analysis
  results, surveys, and secondary data.

• An alphabetical list of technical terms in some
  specialized field of knowledge.

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• Good Luck!