Delivering white papers over the Internet is
a great way to communicate in-depth information to highly targeted audiences.
White papers also offer companies the opportunity to build marketing lists….
But, you’ve got to write them first. Some tips for producing first-rate white
1. Offer a solution. Many white papers waste
all kinds of time and ink on theory, probability and speculation. Good white
papers establish well-defined problems and offer easily understood solutions.
Leave the pontificating to the industry analysts.
2. Reduce marketing language to a minimum.
These days, this tip even applies to marketing materials. The more you
economize your exposition and eliminate hyperbole, the better.
3. Support assertions with evidence and
examples. Tangible, mentally vivid examples help pull readers through long
pieces of text and provide them with ammo when they go to present your
assertions to somebody else. Metaphor is also helpful (for example, ammo).
4. Tell them what you’re going to tell them,
tell them, then tell them what you told them. Classic business presentation
5. Use graphics, charts and pull quotes.
White papers tend to be long. So, help the readers along with visual cues and
graphics that complement the text and illuminate your explanations further.
6. Watch the length. Less than 15 pages is
preferable for a given topic. If you find that your page count is hurtling
toward novella length, consider breaking the project into several separate but
related white papers.
P.S. Amazon.com knocked
32% off the cover price of “The
7 Essential Steps to Successful eBay Marketing” (McGraw-Hill, 2005).
Walmart.com sells if for 36% off!