White Paper
The What Is, the How to, and the New Idea
There is in business a rich entrepreneurial vein of innovation and product development.
Alongside it runs a parallel written-format to describe and explain the nuts and bolts, the why and wherefore that shines light on the new product or concept, the radical improvement and the benefits that will flow from them.
There Exists a Problem That Needs Solving
Your Company has identified a problem, a deficiency or weakness in a procedure or process that is common within your business sector. This causes an adverse effect on business productivity or efficiency that reduces profit.
You have developed a product or service that lessens or overcomes all that.
Now your Company needs to present it to the market. You need to demonstrate how it works and how its implementation will transform an existing poor situation into a more profitable one.
Alongside it runs a parallel written-format to describe and explain the nuts and bolts, the why and wherefore that shines light on the new product or concept, the radical improvement and the benefits that will flow from them.
There Exists a Problem That Needs Solving
Your Company has identified a problem, a deficiency or weakness in a procedure or process that is common within your business sector. This causes an adverse effect on business productivity or efficiency that reduces profit.
You have developed a product or service that lessens or overcomes all that.
Now your Company needs to present it to the market. You need to demonstrate how it works and how its implementation will transform an existing poor situation into a more profitable one.
A Reference Document, Not a Sales Pitch
The White Paper is that parallel written-format. It need not be called a White Paper — “Special Report” or “Executive Briefing” are frequent alternatives. What they all have in common is the absence of an overt sales message.
One thing a White Paper is not, is an advertisement disguised as a technical document.
It is first and foremost a conveyor of information. Its purpose is to enlighten — something new has occurred in your Company’s business field and you want the market to know all about it.
Generally intended to inform those within the same area of business , it will be written in a formal style and will include technical terms that will be familiar to your business readers. It will contain statistics and graphical data — needed to support the benefits you are describing.
This evidence will substantiate everything that has been written about the current situation, and anticipated future improvements.
Facts and figures are needed to back up what you identify as existing weaknesses and defects, and for your assessment of what is required to sort things out.
Your solution is presented in terms that are objective, factual and accurate. Remember, your readers — your prospective customers — are not impressed by heavy sales language.
What they are looking for is a presentation that persuades through a medium of reasoned argument supported by proof. This “softly, softly” approach of promotion within the business arena will have a greater effect and will achieve a higher response than loading your written material with over-blown sales language.
The White Paper is that parallel written-format. It need not be called a White Paper — “Special Report” or “Executive Briefing” are frequent alternatives. What they all have in common is the absence of an overt sales message.
One thing a White Paper is not, is an advertisement disguised as a technical document.
It is first and foremost a conveyor of information. Its purpose is to enlighten — something new has occurred in your Company’s business field and you want the market to know all about it.
Generally intended to inform those within the same area of business , it will be written in a formal style and will include technical terms that will be familiar to your business readers. It will contain statistics and graphical data — needed to support the benefits you are describing.
This evidence will substantiate everything that has been written about the current situation, and anticipated future improvements.
Facts and figures are needed to back up what you identify as existing weaknesses and defects, and for your assessment of what is required to sort things out.
Your solution is presented in terms that are objective, factual and accurate. Remember, your readers — your prospective customers — are not impressed by heavy sales language.
What they are looking for is a presentation that persuades through a medium of reasoned argument supported by proof. This “softly, softly” approach of promotion within the business arena will have a greater effect and will achieve a higher response than loading your written material with over-blown sales language.
Offer a Solution
After the process has been concluded — spelling out the present deficiency, explaining how it may be rectified and proving your factual data — then comes the time to introduce your product or service.
Now you can demonstrate how your Company has considered all those concerns and has managed to provide an answer. Again, continuing the theme of objective promotion, the benefits of your product or service should be married to those features that solve the problem, the defect, the dilemma that has been the subject-matter of the White Paper.
Applying the data you have already provided, line up the characteristics of your business product against those statistics and explain how a solution has been found. Do it with objectivity and proof.
In that way, you will find that overt salesmanship is unnecessary because your business innovation will sell itself.
After the process has been concluded — spelling out the present deficiency, explaining how it may be rectified and proving your factual data — then comes the time to introduce your product or service.
Now you can demonstrate how your Company has considered all those concerns and has managed to provide an answer. Again, continuing the theme of objective promotion, the benefits of your product or service should be married to those features that solve the problem, the defect, the dilemma that has been the subject-matter of the White Paper.
Applying the data you have already provided, line up the characteristics of your business product against those statistics and explain how a solution has been found. Do it with objectivity and proof.
In that way, you will find that overt salesmanship is unnecessary because your business innovation will sell itself.
My Copywriting Service
The composition of your White Paper needs to be structured for it to be effective. So too, its content.
First, I will have a load of questions for you. The more I know about your product and target audience the more effectively I can promote your Company.
· What results do you expect to accomplish?
· Who is the target audience?
· How familiar is this audience with the product or service?
· What are its key features?
· What benefits flow from those features?
· Are there especially significant features and benefits?
· What features and benefits will appeal personally to the prospect? (As opposed to the prospect’s company).
· …and more.
I need to immerse myself amongst those of your staff who first identified the problem, and who formulated the new concept.
Only with first-hand information from the experts involved can I paint a true and accurate picture of events that culminated in the break-through that your product or service represents.
I will undertake research. I will dig up the data that illuminates the procedures and processes your Company undertook throughout the whole development process.
Armed with that weight of background information and the other data and statistics, I will be able to construct a written presentation of how your Company identified a need or problem; how your customer travelled a path to discover your product or service and how it was employed to turn around their own business.
The composition of your White Paper needs to be structured for it to be effective. So too, its content.
First, I will have a load of questions for you. The more I know about your product and target audience the more effectively I can promote your Company.
· What results do you expect to accomplish?
· Who is the target audience?
· How familiar is this audience with the product or service?
· What are its key features?
· What benefits flow from those features?
· Are there especially significant features and benefits?
· What features and benefits will appeal personally to the prospect? (As opposed to the prospect’s company).
· …and more.
I need to immerse myself amongst those of your staff who first identified the problem, and who formulated the new concept.
Only with first-hand information from the experts involved can I paint a true and accurate picture of events that culminated in the break-through that your product or service represents.
I will undertake research. I will dig up the data that illuminates the procedures and processes your Company undertook throughout the whole development process.
Armed with that weight of background information and the other data and statistics, I will be able to construct a written presentation of how your Company identified a need or problem; how your customer travelled a path to discover your product or service and how it was employed to turn around their own business.