Sometimes you should keep your communications brief and too the point (think email and PowerPoint), but there are situations when you need more time to make your point and win over your audience. A great tool to consider is the white paper.White papers are typically seen as a way to help people make decisions. Rather than excelling at brevity, they revel in details and they can be effective tools in persuading an audience of the value that your business offers or how it can take advantage of a particular situation (such as an emerging market trend).
But not all white papers are persuasive. To be persuasive, they need to be well written, concise, cogent, and it helps if they include a few elements that Michael Stelzner of Writing White Papers has identified:
According to Stelzner, a persuasive white paper:
* Identifies problems facing its readers (to build affinity)
* Discusses trends (to push a need for change)
* Provides solutions without selling (by speaking broadly and objectively)
* Suggests what to look for (think key considerations when seeking a solution)