3 Steps to Writing a Good White Paper
White papers are an effective medium that educate and inform and, most importantly, influence a prospective customer in decision making and implementing solutions. It is a document used to highlight business or industry specific issues or introduce technology innovations and products.
This paper will guide you to develop effective white papers though three simple steps.
Step1- Identify Target Audience
Target audience needs to be defined first so that the contents can be tailored to meet their expectations and the arguments positioned towards their needs. The Basic Question that needs to be asked is “Whom do you want to read this paper?”
Step2- Set the Objective
Determine the objective that you would like to meet by publishing the white paper. The objectives may be promoting new products, highlighting buyer pain points and a solution to them, showcasing core competency in a specific area of service etc.
Step3- Set the format right
Suggested format for writing white papers
Abstract:
The abstract should be a small and simple paragraph that tells the reader about what the white paper is about. It should have the keypoints so that the user knows what you are going to tell them.
Introduction
The introduction should set the stage from where the reader can proceed. You can begin with an overview of industry issues or business processes and then narrow down to specific points of interest. Using data from market research, quotes or statistical analysis from reliable sources helps to build credibility and avoids the possibility of skepticism in the minds of the readers.
The Problem
This section describes the customer issues and problems that you are addressing. It should also demonstrate the fact that you have comprehensively researched on these issues. The language should be simple and easy to understand. The usage of technical acronyms and other difficult terminology should be avoided. It is important to be precise and avoid any hidden assumptions or obfuscatory language.
The Solution
Solution to the problems or issues faced by the client must be specified in this section. . If the white paper is on your product, then specify the details of your product like design, ease of use, quality specifications, integration areas etc. Avoid explaining the benefits of the solution, as the reader should first understand how the product or service applies to the problem.
The Benefits
This section should be used to provide evidence of how your offering solves a specific problem and adds value to the user. Customer success stories, case studies and testimonials can be used while showcasing the product or service. Proven benefits like increase in ROI, reduced costs, scalability etc help to establish a strong case.
Conclusion
The conclusion should summarize the main contents of your white paper and briefly restate the problem, solution and the benefits offered. The white paper should conclude with confidence and credibility.
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2009 
Great post. I will read your posts frequently. Added you to the RSS reader.
I have been looking looking around for this kind of information. Will you post some more in future? I’ll be grateful if you will.
Thanks for your comment. Will surely post more of these soon.
Good one
Hmm. Is it true?
Strategy and White Papers
Most people write white papers to sell. They have a particular product and they want people to buy it. So they throw together a white paper and pack it with content in a fancy sales pitch. Our product does this, does that, and it’s better than the competition. The problem most folks don’t realize – Most consumers see through this ego-centric sales pitch. As soon as you start writing about your product, the reader’s defenses go up and you’ve lost the game. I call this approach ‘head-on collision.’
Head-on collision describes the manner of the sales approach. It’s a one-on-one battle against the potential consumer. You are desperately trying to convince them to buy your product. Likewise, the reader is adamantly ignoring your pitch. And, like with cars, there’s a collision.
A better way to write a paper is to that doesn’t approach the reader with straight-on, blustery language trying to sell them. Instead, look for an angle that accomplishes the goal of selling, but without the damage of a collision.