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White
Papers: Infomercials That Work in IT and Beyond
(Marketing Memo April, 2004)
White
papers play a "critical role in the buying cycle," according to the
1,000 information technology (IT) professionals who responded to a recent
Bitpipe Network User Study.(1)
HOW
DO IT PROFESSIONALS USE WHITE PAPERS?
- IT
professionals download about 30 white papers per year on average.
- They
use white papers to learn more about products or technology, or to
"specify and recommend" particular companies, products, and services
(52%).
- Nearly
three-quarters (72%) seek more information from vendors or distributors,
or they give the white paper to others to read.
- More
than half (57%) claim that white papers influence their buying decisions.
- Eighty-six
percent say the "availability of high quality white papers raised
their opinions of that particular company and/or their products and
services."(1)
The white
paper is a popular mechanism in many industries for educating customers
and internal staff and for giving companies and their products or services
credibility. Regardless of the industry you are addressing in your white
papers, klariti.com advises that you treat your customers as both "prospective
investors" and a "judicious audience."(2 )
Here are
other tips for writing white papers:
TEN
TIPS FOR WRITING PERSUASIVE WHITE PAPERS
- Identify
your audience, your purpose, and formulate your main point(s). For
readers who only read the introduction, summarize your main point(s)
at the beginning, as well as in the conclusion.(2)
Add an executive summary and table of contents to longer white papers.
- Develop
a logical structure, and add headings and subheadings that indicate
the structure.
- Describe
the context and your solution. What are the business or technical
problems that your product or service addresses? Alternative solutions?
Your solution and its advantages?
- Provide
enough concrete details to engage and convince readers, but not so
much technical detail that you overwhelm readers. Explain your assumptions.(2)
- If
possible, include a brief case study that shows how customers use
the product or service.
- Use
an engaging tone and straightforward language. Avoid "technobabble"
and sales jargon. Define unfamiliar terminology in the text and/or
in a short glossary.
- Eliminate
superfluous paragraphs, phrases, and words.
- Use
graphics to illustrate complex points and make the white paper more
compelling.
- Make
downloading easy. Simplify request forms.
- Check
if printed versions of the white paper are readable, especially the
charts and tables.
Winett
Associates can write a white paper or case study for you that will convince
customers, inform staff, and enhance your Web site.
(1) "Bitpipe
Network User Study: Readership and Usage of White Papers in the IT Buying
Process." InsightExpress conducted this online survey for Bitpipe in
January, 2004.
(2) www.klariti.com/business-writing/What-are-White-Papers.shtml
and other klariti.com links.
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