What is a White Paper?

In short, a white paper is a report. That’s it. Nothing fancy there. White papers are designed to do two primary things: educate and persuade. Here’s what I mean.
Let’s say your company released a new software package, and you want to increase sales to corporate clients (who will use the software company-wide). You aren’t targeting end consumers. You’re targeting executive-level professionals who are authorized to make that kind of purchasing decision.
They’re probably not going to buy your software on a large scale (or switch away from another software package) on a whim. Why? Because there’s a significant cost involved, both in purchasing the software and in training their employees to use it. They want to be educated. They want to know exactly why they need software like yours, and why yours is the right choice for them.
If you can’t make them better understand what you’re selling, and if you can’t show them the benefits in choosing your solution to their problem, you won’t make many sales. White papers help you to get around that because they can be longer and more detailed than other types of marketing copy (like a brochure).
There are two basic types of white papers: technical white papers and marketing white papers. In the end, they’re designed to do the same thing — sell your product (or service, or company). Technical white papers have to persuade a more technical audience. They’ll be filled with things like specs, whereas marketing white papers can be used to promote just about anything. For the scope of this article, let’s stick to marketing white papers.

What’s in a White Paper?

1. The Problem (or Opportunity)
2. Proof the Problem Exists
3. Additional Problems
4. The Basic Solution
5. Your Solution (the Marketing Message)

White papers can include more than those five elements, but they’re the most important, and the ones that should be included in any white paper you write. You might also choose to include a title page, abstract, illustrations (like charts and graphs), sidebars, a separate benefits section (instead of including benefits in your general solution), guidelines on how to choose a provider for the solution (before pitching yourself), and more. Since this is probably your first white paper though, let’s focus on keeping it as basic as possible.

Formatting a White Paper

Now that you know the basic elements to include in a white paper, how should it look? While I’m not sure if you’ll consider it fortunate or unfortunate, there’s no right way to format a white paper! Some white paper writers like to use a single format for all of their clients. Others adapt from one to the next. I often let the supplementary material decide.
For example if there will be a lot of charts and graphs I’ll go with a full page format to allow more room for the graphics. If it will have few graphics and I’d rather use pull quotes for visual interest, I might go with a two-column format where quotes and small charts might go in a sidebar area, keeping the main body text free-flowing.
You also have to decide whether or not you want to include a title page and abstract (a short summary of the white paper content). Here’s the rule I go by: If I include a title page, I include an abstract. If I go right into the content on the first page, then I leave the abstract out. Why? Because if I’m going to put an extra page between my reader and my main problem paragraph, then I want to give them the gist up front — a reason to open it. Sometimes a title and sub-title will be enough, but not in every case.
A title page isn’t necessary, although many companies include them. What I suggest is that you choose whichever format you’re most comfortable with, but try to keep things consistent with white papers released through your company moving forward. Just make sure that if you don’t include a title page, your company name, logo, and contact information is clearly visible on the first page.
Speaking of titles, here’s a rule I follow and suggest: forget about catchy and cutesy. The white paper title not only has to get attention, but it should more importantly tell the reader what’s coming. Because of that, I believe it should always include a mention of the basic problem and the target market. You need to scream “Hey, this white paper is for you!” Save the fluff for consumer marketing if you must; not B to B.
How long should your white paper be? Again, there is no right answer. It might be five pages. It might be 50 pages. I’ve found that most of my clients prefer white papers in the 5-10 page range. However, the more technical the material, the more information might have to be included. So there’s nothing wrong with a longer white paper. Just keep your target market in mind. Ask yourself, “will they read this?” If you’re targeting busy executives, keep it short and get to the point. If you’re targeting technical professionals who want every little spec and detail, then give them what they want.

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