All White Papers are NOT Created Equal
August 15th, 2006, by Michael StelznerJust like personalities, a few white papers are witty, some are attractive and many are just plain boring. A boring white paper is like a wallflower.
You—the reader—must force yourself to get to know the paper. Unless you have a real good reason to spend some time with a boring white paper, you will most likely pass it by for the attractive one smiling at you.
John Diffenthal of Business Developing Blog said the following:
White Papers can be very important in helping Buyers to clarify their thoughts during their Buying process. But all White Papers are not the same. Some White Papers are so ineffective that they act as a barrier between the Buyer and the product or service being sold.
I could not agree more John.
So let’s talk about why some white papers draw folks in and other encourage them to run the other direction. Is it all about makeup and good looks?
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August 15th, 2006 at 1:20 pm
I’m always interested in best practices. When I download a white paper, I do so usually because the author has made an implied or explicit promise that I will learn something useful — The Business Case for RSS; Success Factors for Lead Nurturing; 10 Mistakes to Avoid when Blogging. Initially, if the paper is attractive and nicely laid out, then I’m compelled to open it. But, if the promise isn’t fulfilled — if it’s a sales pitch, if it rambles, if the points are not delivered succinctly — I’ll abandon it. It’s all about fulfilling the promise.
August 15th, 2006 at 10:23 pm
Good points J Bernard. So you are attracted by a promise. Mostly communicated in a title it sounds. However, if there is no substance beyond first impressions, you are gone.
August 16th, 2006 at 11:01 am
That’s exactly right. One thing a white paper should do is help position the author or company as an expert on a subject — it helps start the process of building credibility and encourages me to investigate the company further. If the white paper is all fluff, then I assume the company is all fluff.
February 24th, 2008 at 10:00 am
does anyone knows if there is any other information about this subject in other languages?