White Papers: Not Just for 'Techies' Anymore

Quick: what's a white paper?

Stumped? You're not alone. The fact is, many marketers have never had occasion to read, write, or even define the term white paper. That's because until recently, a white paper was more likely to be found making the rounds at a tech company than at an ad agency or your company's marketing department.

But times have changed, and these days more and more marketers are recognizing the value of the white paper as an effective vehicle to provide customers and prospects with authoritative, solution-based information about their products or services.

So, back to the question: what is a white paper? First used in the early 20th century to describe lengthy government policy statements, the term 'white paper' has been co-opted by the technology industry to describe a brief (usually 8-12 pages) report that: a) describes a particular challenge or problem the reader may be facing; b) explains why a solution is needed; c) objectively describes possible solutions, and d) proposes a specific solution, typically involving that company's product or service.

Though still largely the province of the technology industry, white papers are being used with increasing frequency in other areas, including financial services, biotechnology, mobile communications - even air freight services. The fact is, any business whose product needs a bit of explaining can benefit from a white paper.

Unlike an ad, a press release, or even a sell sheet or brochure, white papers give marketers an opportunity to 'strut their stuff' and demonstrate a strong grasp of their company's area of expertise. A successful white paper should be brief enough to get read, long enough to fully describe its subject, and persuasive enough to make a good case for a product or service without coming across as a sales pitch.

Turning white into green
Thinking of adding a white paper or two to your marketing toolbox? Here are some key points to consider:

It should empathize with the reader. You've already made sure that your white paper is in the right hands; now you want the reader to know that you are fully cognizant of the challenges he or she faces.

It should inform. Information is the 'free bonus' appeal of a white paper. Ideally, you should be telling the reader something he or she may not know, or helping them to see the subject through a different lens.

Visuals help. Many white papers include graphics as a way to help simplify complex topics. Let's face it: few readers want to be confronted with block after block of uninterrupted text.

Not a writer? Hire a pro. More than other types of marketing communications, a white paper requires an aptitude for the form - someone who has written them before and knows how to lay out a compelling case for your company's product without making it seem like a hard sell.

Dangling the bait
Once you've put in the time and effort to create a white paper, it can prove to be a remarkably versatile way to increase your company's profile:

• Use as a downloadable 'bait piece' to reward website visitors for providing their contact information.
• Email to prospects early in the selling cycle.
• Distribute printed copies at trade events, or use as a post-show email follow-up.
• Include a copy in your media kit.

Like other marketing materials, white papers are a calling card for your company - one that, if done right, leaves the reader feeling that you really know your stuff.

You'd be surprised how many people are starved for good, reliable, innovative information about how to make their businesses work better. The fact that your white paper might help them choose your company to help them do that is just plain smart marketing.

About the Author
NJ copywriter Lisa Fahoury, a Certified Business Communicator and principal at Fahoury Ink in West Orange, is the editor of Creative Compost: Where Great Marketing Ideas Grow, a marketing newsletter focusing on offbeat promotion strategies. She is also the creator of the Think Like a Fish seminar series on creative thinking. Reach her at 973-324-2100 or info@fahouryink.com.

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