Ever seen a white paper on the web and figured those are only for the big guys?- A white paper is a 6- to 8-page marketing document that helps a prospective customer understand an issue or solve a problem.
- If you’d like to put this high-powered marketing device to work, here are eight tips on writing effective white papers.
Ever seen a “white paper” on the web… and figured those are only for the big guys?
Think again. A white paper is a 6- to 8-page marketing document that helps a prospective customer understand an issue or solve a problem. Producing one can help your small business generate leads, build buzz, and level the playing field with much larger companies.
I know, I’ve done it. And I’ve helped dozens of other companies do it.
If you’d like to put this high-powered marketing device to work, here are eight tips on writing effective white papers.
Tip 1: Provide information your prospects can use.
Wondering what you could possible say in a white paper? You already know more than you realize.
To help find a likely topic, ask yourself:
- What pains do your customers experience?
- What problems do you help with?
- What advice do you give them?
For example, consider Tom the plumber. The problems he finds include leaky pipes, clogged drains and plugged toilets. And what sometimes causes them? A DIY job gone wrong.
Gordon Graham—also known as That White Paper Guy—is an award-winning writer who has created more than 175 white papers for clients from New York to Australia, for everyone from one-person start-ups to Google. His book “White Papers For Dummies” was just published in spring of 2013.
photo credit: Micah Taylor via photopin cc