• You want to be known as a thought leader or expert in your field.
• You want to introduce a new product to prospective customers.
• You need to show that you understand a problem or challenge and why you have the best solution.
• You want to help a potential buyer make a decision about an expensive product.
• You can use a marketing tool that generates leads quickly – and can also be used long-term.
• You don’t want to hope people will see your website or blog to discover what you have to offer.
• You want to increase readers for a newsletter.
• You need something to mail or e-mail to a prospective client who has inquired about your service or product.

What is a white paper?

A white paper is an in-depth report that contains information about a product or a service, used to persuade potential clients to consider a purchase. A white paper can be a background piece, a summary of product highlights, or a more detailed statement of problem and the solution and is usually 3 to 14 pages long in a Word and/or PDF format.

Where do you start?

1. Decide on one product or service you want to promote. It’s best if the white paper focuses on one product that solves a particular problem. The purpose of the white paper is to explain your product, not sell the idea of your company.
2. Decide who will write, design, and print the white paper. Do you have employees that can take care of those components, or will you need to use outside sources?
3. If this is a team project, hold an initial planning meeting to ensure the team agrees on the scope, the purpose, and the target audience, and the parts they play in the process.
4. Also decide on the following:
   What kind of budget can you set for the project?
   When do you want to have the white paper finished?
   How will you promote or distribute the white paper once it’s finished?

If you decide to use an outside writer:

1. Assign one in-house contact who will advise the writer on the best subject matter experts and best ways to move the job to completion.
2. Find a writer who is adept at both writing descriptive articles and doing research, including interviews. An ability to manage the project and even design the paper are definite pluses.

What I can do for you

• Participate in the initial planning meeting to ensure I understand the scope and purpose of the white paper.
• Draft a plan for you to review.
• Research the background, specifications, and benefits of your product, using available tools: in-house articles, personal interviews with subject matter experts, and the internet.
• Prepare an executive summary, a one- or two-page document outlining the objectives and key elements of the finished white paper.
• Provide a simple design consistent with your existing brand.

If you’d like to take advantage of all the things a white paper can do for your company, email me at [email protected]. Tell me about your company, the product you’re promoting, the purpose of the white paper, and the best time and means to get in touch with you.