A presentation on writing valuable and actionable white papers that should capture and keep the attention and interest of you reader.

1. Writing White Papers

2. Qns. Answered Today
• What are the core components of effective
white papers?
• Where do I start and what are the steps?
• How can I ensure that my white paper is
actually read?
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3. What is a white paper?
• It helps people to make decisions.
• A cross-breed between an article and a
brochure.
• It is informative and persuasive.
• Have a lot of text on the screen or on the
page.
• Heavy on text and rather light on graphics.
• Six to 12 pages long.
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4. Why a white paper is important?
• Establishes trust and credibility with the reader.
• Help people or prospects, move into the sales funnel.
• Help businesses survive in their marketplace.
• Have really long shelf lives.
• Begins by addressing problems, challenges or needs,
rather than the solution.
• Educating as a top priority.
• Avoids direct selling.
• Focuses on benefits more than features.
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5. Types of white papers
• Business-focused or business benefits
white paper.
• Technical white paper.
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6. Business White Paper
• Focused at a decision maker.
• Talks about the advantages of adopting a
new way of doing things, a particular
solution or a particular product.
• Highly educational.
• Not real heavy on sales messages and
features.
• Effective for generating leads.
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7. Technical White Paper
• Used after a contact has been made.
• Used when they might want to find out
more information.
• Talks about the processes, how things
work etc.
• More descriptive than the business
benefits paper.
• Helps to close a deal.
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8. White Paper and Educational
Marketing
• Built on :
–“People hate being sold to”.
–People like to learn.
–Provide something that is perceived to
be highly valuable to intended readers.
–Talk about the needs and pains of the
readers.
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9. Steps
• 10 step process.
• Steps 1,2 and 3 are called together as
‘Needs Assessment’.
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10. 10 Steps
1. Clarify the topic
2. Identify your ideal
reader
3. Decide on an objective
4. Develop an outline
5. Interview the experts
6. Research
7. Write the first page
first
8. Write the title
9. Write the core
10.Review by an editor
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11. Step #1 - Topic
• Clarify what your topic is.
• Narrow down your topic as much as possible:
– Is this going to be a high level overview?
– Should I focus on certain aspects?
– Am I going to be introducing some of the benefits?
– Will I be portraying the negative aspects ?
– From whose perspective am I going to be looking at
this from?
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12. Step #2 - Reader
• Who is our ideal reader?
– Differentiate who's our target market from
who's our ideal reader.
– Build a profile for this person.
• In what industry does this person work?
• How big is the company this person's working at?
• Is this a Fortune 1000 or a mom-and-pop shop?
• What's the title of this person?
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13. Finding reader profile
– How technical is the reader?
– What are the responsibilities of that particular
reader?
– What's their general disposition or attitude?
– Are they actively seeking new ideas?
– Are they super busy?
– Do they have the attention span of a flea?
– How familiar are they with the topic?
– Is the reader an ‘influencer’ or a ‘decision
maker’?
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14. Reader
• Note:
– In the case of options of multiple readers,
decide which of those is more important.
– For e.g: perhaps it’s the executive and target
your piece to the executive first. Then you
might want to come out with a second white
paper that is perhaps targeted to the
engineer.
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15. Readers -Example
• Very cost sensitive, very small business
owners such as family businesses, dog
groomers, hobbyists, that's an example of
an ideal reader.
• Another one might be marketing directors
at Latin American mobile phone operators.
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16. Step #3 - Objective
• What is our objective? What's our goal?
• Are we going to educate them?
• Are we going to do this for lead generation?
• Are we going to do this to try to establish some
thought leadership for our company or for
individuals?
• Are we going to try to do this to help close
sales?
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17. How it will be used?
• Will it be part of an ad campaign?
• Used as a sales follow-up tool?
• As an article in trade publication?
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18. Example
• If you intend to write this paper for lead
generation, you want to make sure that's crystal
clear.
• If it’s going to be used to help close a sale, it
presumes that there's already been some prior
contact with the reader.
• If it’s for establishing thought leadership,
basically what this is, is helping your company
be the leader by proposing an idea or a concept
first.
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19. Example
• Might be to convey some superior
process.
• Important to identify the goals that you
would be willing to state publicly and the
goals that you would not be willing to state
publicly because these things all set the
stage.
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20. Goals
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21. Step #4
• Develop your outline
• Two core elements , problem and solution.
– A challenge, problem or need
– A solution
– The benefits of the solution
– A list of considerations ,”what to look for”, when
examining a solution
– The specific advantages of the product or service
Note: This presentation describes Step #9 along with
Step#4
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22. Step 4-1 - Outline
• Number one is the Problem
– What is the problem that your reader is facing?
• People problems
• Process problems
• Quality problems
• Absent problems
– Identify the top three-four issues that they're currently facing and
that ultimately you are solving.
– Aim is to draw the reader in, to get them to see that you're
talking about something they can relate to and to build some
affinity with the reader.
– Expand on that and talk about how that could hurt the business.
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23. Developing Core of problem
• Make a claim
• Back up the claim with supporting data
• Clarify the risks
• Hint at the solution
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24. Step 4-2 - Outline
• Number two is the Solution
– Rather than immediately introducing what
your company's or your particular solution is,
talk about generic solutions (gen solns NA in
technical white paper).
• Reduce reader intimidation
• Define a solution in an easy-to-understand manner
• Begin the persuasive process
• Eliminate the perception that readers are being sold a
specific solution
• Define the solution in an advantageous manner
• These solutions can be something which :
– redefine common marketplace definitions
– introduce new categories of solutions
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25. Solutions
• While describing a solution:
– Define the Category/Type of the solution
– Describe the nuance if any
– Explain what it is
– If needed define a New Category for the solution
– Avoid salesmanship
– Educate the reader
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26. Step 4-3 - Outline
• Third of any white paper is benefits.
– What are the advantages of a particular
feature/product or service that we're offering?
– How are we solving the particular problem that we
talked about early in the piece?
– Goal of benefits is really to persuade readers.
– Goal here once again is to guide the discussion.
– Addresses the "so what," "who cares," and "what's in it
for me" nature of every person.
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27. Benefits
• Persuades your reader
• Demonstrates you have considered your
reader's needs
• Provides tangible reasons to work with
you and your company
• Explains why your solution matters
• Arms readers with information to help
them persuade others
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28. Verbs to describe Benefits
• Enables
• Reduces
• Frees
• Simplifies
• Provides
• Blocks
• Improves
• Enhances
• Extends
• Assures
• Validates
• Delivers
• Maximizes
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29. Categories
where Benefits
can be placed:
• Business
• Technical
• Process
• Who is using the feature?
• Why would someone need that
feature?
• What problem is the feature
solving?
• What are people saying about
the feature and why do they like
it?
• What is the implication of that
feature?
• Why does the feature matter to
our readers?
Convert features to benefits
by asking:
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30. List Examples
• Often applied after the benefits section of white papers
and in the context of a generic description.
• If the solution is complex provide multiple examples.
• If audience relates to examples ,the case is
strengthened.
• Fill with screen shots and illustrations
• Helps to :
– Illustrate a process and how it works
– Create usage scenarios that can be tailored for different audiences
– Draw pictures with words
– Clarify your offering
– Build reader affinity
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31. Step 4-4 - Outline
• Next is what to look for:
– Top ten considerations when seeking a
company or when developing a technology.
– A place to set a bar against competition.
– Should not include specific references to
names or features.
– List only key ones.
– Team up with someone who sells this product
to find and a list of these.
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32. Key Considerations
• Should :
– Try to provide a valuable buyer's guide to
readers.
– Try to eliminate the competition.
– Introduces your specific advantages without
directly calling them out.
– Translate certain features into "must-haves“.
– Allow you to position the "type of company" a
prospect should be searching for.
– Demonstrate your expertise.
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33. Key Considerations
• Can be:
– Unique features
– Type of company offering the solution
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34. Step 4-5- Outline
• Last thing is the specific solution and its
advantages.
– What is it you're pitching?
– Who's the company?
– What's the product?
– What is it we're talking about?
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35. Specific Solution
• While describing:
– Connect the solution to previous sections.
– Explain the relationship to the generic
solution.
– Introduce the company.
– Mention unique advantages and features.
– 1 or 2 pages for Specific Solution.
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36. Step 4-6 - Call to Action
• Samples:
– Purchasing a product
– Registering for a newsletter
– Scheduling an appointment
– Visiting a website
– Calling a sales representative
– Offering access to special content
– Providing a coupon or discount
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37. Call to Action
• Must be :
– Visible
• Colorize, Bold
– Clear
• Clear about action and say the “for what”.
– Compelling
• “Act now”, ”visit today”, ”gain instant access”.
– Urgent
• “Limited time offer”, ”special offer”.
– Direct
• Point readers to exact place you want them to go.
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38. Spice To Add
• Elements that you could add to any white paper
and make it very interesting to readers.
– Market drivers
• Third-party evidence
• Logical argument
– Give people a reason to change.
– Talk about how people have historically solved the
problems that you're talking about in this piece.
– Persuade the reader that they're doing it the old way
and they need to change.
– Talk about how it works (more in technical paper).
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39. History
• Describing history can provide:
– Information your readers generally find interesting.
– Added credibility to your white paper.
– A link between the problem and how it has been
addressed in the past.
– An avenue to covertly show how the competition is
behind the times.
– A useful way to discuss what has led to the modern-
day dilemma solved by your solution.
– An opportunity to introduce new technology or
techniques before you discuss your solution.
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40. Spice To Add
– Or could talk about how a particular client benefited
by utilizing this solution
– Or could talk about how perhaps a pharmaceutical
company could benefit by utilizing this new procedure
– Or simply give a generic example throughout your
writing, just to make your reading more
understandable.
– Goal of giving examples is to build a vision inside the
reader's mind that this is something that's easy to
accomplish.
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41. Spice To Add
– Comparisons.
– Particularly useful for a technology paper.
– Compare two competing alternatives.
– Show the advantages to yours over the
alternative.
– Tips or pitfalls to avoid
– A New Class of products
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42. Step #5
• Interview experts
– Best stuff lives in somebody else's head
– Ask them questions and speed up the whole process
– Speeds up the research process because these folks
will also tell you where to go in addition to what they
know.
– Going to get access to things you never knew about.
– Lot more fun.
– Make sure you're always identifying who the ideal
reader is and what the objective is which will help
frame the discussion/questions while interviewing.
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43. Good and bad ways
• Bad question is, "Is data back up
important?“
• Why is it a bad question: Because you're
going to get a yes or no answer.
• A better question is, ”why is data backup
important?” You're going to get a much
better answer, but it still might be only a
sentence. They might say because we
can't survive without it.
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44. Good and bad ways
• A great question might be, "Can you tell me
three reasons why doing data back up is
important?"
• It's going to force the person you're interviewing
to come up with three different things.
• They're going to come up with one or two real
quick, but then they're going to have to think to
come up with a third one.
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45. Good and bad ways
• An excellent question is, "What are the
implications of not having a back up
plan?" That's where some of the best
information comes from. In the absence of
what we're talking about here, what could
occur?
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46. Follow-Up Questions while
interviewing
• Can you please elaborate?
• What are some examples?
• Why does that matter?
• What is the implication to our ideal reader?
• Can you say that another way?
• How would you explain that to a non-technical
person?
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47. Related Questions
• Can you provide another example?
• Are there any last topics worth
mentioning?
• Can you think of anything else?
• Are we forgetting anything important?
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48. Sample Interview Outline
• High level problem: Poor accountability in the workforce.
• High level solution: Create a culture of accountability across the
enterprise
• Problems expanded: The results of improper accountability
– Eroding margins
– High turnover of employees
– Low product or service quality
• Historical approaches to accountability
• Solution: Accountability training
– Define
– Benefits
– Hypothetical example
– What to look for in a training vendor
• XYZ Company solution advantages
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49. Possible Interview Planning
• Problem:60-90 Minutes
• History:30-60 Minutes
• Solution1 (define/benefits): 60 Minutes
• Solution 2 (example/what to look for):60
Minutes
• XYZ Company Advantages: 60 Minutes
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50. Step #6
• Do your research
• Internet research
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51. Step #7
• Write the first page
• Most important part of the document
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52. First Page
• Most Important Page.
• Identify who your reader is in writing.
• Summarize the challenge that that reader
is facing.
• Summarize the solution(not product) that
you're proposing
• State the goal
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53. First Page
• Don’t :
– Get into any detailed explanation of the
solution right off the bat.
– Try not to talk about your product or your
company name.
– Talk about any features in your first page.
– Talk about how your solution works.
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54. Example First page
– “Plastic surgeons performing liposuction must wait for
equipment to be cleaned, sterilized and cooled before
they can start their next procedure, limiting the
number of procedures performed in a day. New
disposable equipment eliminates this problem by
providing doctors sterile tools that are immediately
available and can be discarded after each procedure.
This white paper will explore the advantages of
disposable equipment for plastic surgeons.”
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55. Step #8
• Write your title
• Emerge from the wreckage of your writing.
• Start writing the first page and after refining it, a title will
emerge.
• Best Practices
– Use keywords in title
– Shorter titles
– Use a number in the title
– Include a lively and active verb
– Address the why
– Use a colon for sub titles
– Use Job titles of readers
– Write the title late in the process
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56. Titles
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57. Step #9
• Write the rest of your piece.
• Write the core
– Explained along with Outline in previous
slides
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58. Step # 10
• Hire an editor or ask a peer to review your
piece.
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59. Sample – Business White Paper
• Reader:
– For e.g: Manager or a Director.
• Introduction:
– The first few paragraphs
– Start out with a high level introduction of the problem
and a high level introduction of the solution.
• Market drivers
– What's going on in the industry today.
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60. Sample – Business White Paper
• Problems
– Talk about perhaps the top three or four issues that
are going on with your ideal reader.
• Solution Generic
– Define generically what it is you're offering.
– Talk about what its benefits are, which is how it
overcomes the problems.
– Top ten considerations when seeking the solution.
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61. Sample – Business White Paper
• Specific Solution
– Transition over to the specific solution.
• Call To Action
– Strong call to action
– E.g: Contact us to schedule a demonstration.
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62. Sample – Tech Paper
• Introduce your technology in the beginning and
talk about drivers
• Talk about history
• Get into your specific solution
– Benefits
– How it works
– Samples
• Key Features
• Comparisons
• Call to action
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63. Picture Usage
• Diagrams that describe processes and so
on and so forth, are really valuable.
• Avoid stock photography.
• Add pictures only to add value.
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64. Writing When You are Not
Expert
• Identify ideal reader
• Have direct access to content specialists
• Ask experts the recommended reading to ramp up knowledge
• Be sure to have it approved and sanitized by content expert.
• As you begin interviewing process,talk to actual customers who are
the ideal readers.
• When performing research,be sure to read many articles and
papers what were written to the same target reader.
• Make sure all experts spend quality time examining your paper for
relevancy to the target reader.
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65. What to Avoid
• Early self promotion
• Irrelevant content
• Long prose
• Long blocks of text
• Lack of flow (stay topically relevant)
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66. Diagrams
• Market Details/Processes
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67. Thank You!
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