Avoid This Deadly White Paper Mistake
December 18th, 2007, by Michael StelznerWhat is a good template for a white paper? This question comes up a lot.
While working on a white paper, I decided to take a break and see what is happening in the blogosphere.
I came across an article that I want to warn you about. It was titled “White Paper Template.”
Now don’t be quick to follow this author’s advice.
Let tell you some of what she said:
White papers can make the difference between convincing a client to work with you rather than your competitor. Sharing information is the key to showing you are the expert.
I could not agree more. Now read this:
Page One - Title page that includes in large type the title of the paper, in smaller type the name of the author, the name of the company, and the date.
Page two - The next page should contain all the copyright information
Page three- The Introduction to the company producing the paper including a very brief description on the services offered. The Introduction should also include a description of what is contained in the paper.
So what’s is wrong with this advice? Plenty!
If you want to persuade, DO NOT follow this model. Here’s why.
Simply said, the first three pages are filled with meaningless information to the reader. Given that most readers will abandon the paper in mere seconds, it is important NOT to make them wade through copyright statements and factoids about your company.
Rather, talk about things the reader can relate to, such as trends and problems they might be facing. Click here to see how I do this with one of my papers.
What are your thoughts? Chime in.
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December 19th, 2007 at 8:35 am
Michael,
I agree with you! You’ve got to start your white paper with a hook that grabs the reader’s attention. A benefit–or a risk–is a great way to do that. You emphasize the benefits in the sample your blog links to.
Susan
December 19th, 2007 at 9:46 am
Susan - Thanks for your comment. The hook is not a copyright page, that is for sure. - Mike
December 30th, 2007 at 3:55 pm
The bit that hit me was the advice to put the name of the author up front.
Maybe we have different ideas about what constitutes a White Paper. These are not ego trips but statements of a position. Naming an author dilutes the message, which should appear like tablets handed down from on high.
Then again, I start off from the position that nothing emanating from a company deserves the label “White Paper”. I’m old fashioned. This concept arose in Government. Leave it there.
Just in case anyone thinks I don’t know what I am talking about, I am in the home stretch of editing a genuine White Paper. I will not name the Government or the subject, lest I lose a client. But it is about a hairy bit of technology.