What NOT to Do with a White Paper

There are 3 BIG No-No's when writing a white paper. Sadly, I see these all too often... hopefully not from you.

The white paper breathlessly touts the vendor's technology without setting up the challenge/solution. This is so common, especially at start-ups where the senior management team are themselves engineers. They're so thrilled about their own technology that they turn out "white papers" that are more product brief than white paper. Be sure to spend significant space carving out a picture of your readers' problems, and only then present your technology as the solution. And don't forget to build the business case along with the technical details! White papers aren't just for IT anymore, they're also for the CEO.

Too technical. A white paper isn't a glorified brochure, but neither is it a spec sheet. Refer to the above: senior management teams who are engineers can be uncomfortable with making a business case in the white paper. But these days, no technology exists in and of itself. They do impact the business, and a white paper has to make that case as well as explain the technology itself.

Poor writing. "It is to be avoided..." "The configuration of the controller to which the diagram refers..." "Market leader in [some miniscule area that no one has ever heard of]..." Ack! Don't do this. A white paper must present technology clearly and well; so use active voice and readable sentence structure so your readers will stay with you instead of nodding off.

This is the tip of the proverbial iceberg where white papers are concerned. For more about writing successful white papers, check out Michael Stelzner's "Writing White Papers: How to Capture Readers and Keep Them Engaged." In the interest of full disclosure this is an affiliate link, but I know Michael personally, admire him greatly, and maintain that he is a white paper god. Check it out today.

Comments

[Michael Stelzner]

Hey Christine;

Thanks so much for the mention of the book.

Now you know better than to elevate me to God's status :)

Appreciate the plug! Be sure to check out my blog.

Mike