Comments on: How Do People Read White Papers?

By: Shalini Bahadur

Shalini Bahadur — Tue, 07 Nov 2006 10:34:50 +0000

I usually skim over white papers at first and go back only if something really catches my eye. I agree with Jonathan, it is the bulleted points, graphics, callouts and highlighted text that draws me back. If a white paper is too long, I usually end give up midway.

By: Michael Stelzner

Michael Stelzner — Tue, 07 Nov 2006 01:35:02 +0000

So the question is this: How do you convert someone from a skim reader to an active reader?

You know you often intend to skim a document and find yourself drawn-in sometimes.

What draws you in?

By: Susan Weiner

Susan Weiner — Tue, 07 Nov 2006 00:08:51 +0000

Good point about the graphics.

By: Jonathan Kantor

Jonathan Kantor — Mon, 06 Nov 2006 23:56:32 +0000

Business Executives skim white papers first. If they see something they like (graphic, bullets, summary points, callout) they will be drawn into the content and reader further.

If it gets past this phase, they will pass the white paper along to another person within the organization that is part of the decision making process, along with their recommendation(s).

By: cadforless

cadforless — Mon, 06 Nov 2006 23:35:13 +0000

I usually skim white papers and highlight the important points.

By: Susan Weiner

Susan Weiner — Mon, 06 Nov 2006 16:44:44 +0000

I think they skim them. That’s why I always aim for a strong headline, lede and headings.