Writing White Papers to Influence the “Few”
By Michael StelznerOften we think about white papers that are targeted at large groups of people with the intention of persuading them to act. However, it is not uncommon for a white paper to be written to a single person or a very small group (say 3-10 people).
These types of white papers might be focused at a selection committee, a small executive team or some other key decision making body. For example, let’s say you are an engineer who has developed an idea that you want your business to adopt. A white paper is more than appropriate in these circumstances.
A few tips to keep in mind:
- Clearly identify the unique disposition of this small group of readers
- Start by focusing on the problem your idea will solve
- Mention some market drivers or research
- Write as if you were targeted a much larger audience (keep the language professional)
Writing to the few can be rather challenging because you only have one delivery of your document. Make sure it is very polished and professional.
For more tips on writing white papers, be sure to check out “How to write a white paper: A white paper on white papers.”
If you have written white papers to very small groups, let’s hear about the challenges you faced.
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