If it’s less than 4 pages, is it a white paper?
By Michael StelznerIf it’s only two pages, is it still a white paper?
This is a surprisingly common question.
Pragmatic Marketing recently published a great article about the ideal length of a white paper. It’s really the best piece I have seen on this topic (Steve Hoffman wrote the piece).
Here’s an excerpt:
Some people are convinced that a 4-page or even 2-page white paper, for example, is what they need.
Although a document of this length may suffice for a sales brochure, press release, or an executive or product brief, space constraints render it unable to accomplish the objectives of a white paper.
A white paper succeeds to the extent that it offers a stimulating level of education, explanation, and discussion not present in abbreviated forms of collateral.
In this context, the crucial distinction between the white paper and the brief, press release, or sales pitch is that the white paper aspires to more than ephemeral status.
Advertising pioneer Clyde Hopkins wrote, “Advertisers do not expect a second reading.” However, like any informative research report or entertaining feature article, the optimal white paper is designed to be read more than once, and to remain on hand for future reference.
Alas, the mythical two-page “white paper” may not receive many second readings, dooming its enduring value as a business document.
What are your thoughts?
If you're new here, be sure to signup for my newsletter and join 20,000 others. Thanks for visiting!
Receive email updates when new articles are posted.>> Related Articles on This Blog
June 2nd, 2008 at 8:06 pm
Mike,
I agree with the author’s premise that a 2-4 white paper doesn’t work, but not for the reason he ascribes.
A good white paper must dedicate a certain number of pages at the front end to bring a reader up to speed on the salient industry and business challenge issues surrounding the topic. This must be accomplished before one can present how a solution solves those issues.
This means dedicating a minimum of six pages to do this effectively. Anything less than six pages means creating an exclusive “solutions-oriented” white paper, which most business professionals would describe as “Marketing Fluff”.
Jonathan
June 3rd, 2008 at 3:11 am
I agree with Jonathan and really enjoy the “Marketing Fluff” analogy. A true white paper needs to be substantial, ultimately something the engineers can read and relate to….
June 3rd, 2008 at 4:01 am
For the most part I think that 2 pages would not be considered substantial enough. However, if the subject was simple enough to warrant it, and the information contained within was complete and accurate, the paper should be accepted as a white paper regardless of page count.
June 3rd, 2008 at 6:07 am
If a piece can offer “stimulating level of education, explanation, and discussion” in less than four pages, why not consider it a white paper? I think it’s possible to achieve this goal in some cases.
June 3rd, 2008 at 10:54 am
All these comments make excellent points. I don’t believe a 2 to 4 pager can qualify as a white paper. But it doesn’t mean it won’t work well. White papers take time to read and a 2 to 4 pager might be a good way to bring in an interested prospect. It gives the prospect enough information without taking a lot of his / her time.
If s/he likes what the short paper says, then it’ll lead to the next step — subscribing to a newsletter or downloading the white paper. Marketing shouldn’t rely on one thing.
June 3rd, 2008 at 10:56 am
I agree with Susan. It’s not a matter of the number of pages. It’s a matter of achieving the educational and marketing goals.
I wouldn’t call a piece like that “fluff.” But if people are that protective of white paper turf we can call it something else and I’ll gladly write them.
Maybe we can call them “educational shorts” or “educational briefs.”
June 3rd, 2008 at 11:12 am
I agree with Susan and Meryl’s points (Sean’s too) as they are taking the pragmatic view. We want people to read our documents and take action. A short document can establish the organization’s expertise on a subject and motivate the reader to take the next step, even if that step is a continued search for information.
Busy people with pressing business problems want more than a slogan, but they appreciate a concise document that points them in the right direction.
June 3rd, 2008 at 11:25 am
Hi folks.
I agree with Jonathan.
I do NOT believe a white paper can be any less than 4 pages.
If it is, it does not contain enough valuable information to help establish credibility and value with the reader.
Remember, white papers are different than other forms of writing AND are used in the research stage of a project.
I have NEVER seen a white paper less than 4 pages that meets muster, EVER. And I have seen a lot of white papers.
Mike
June 3rd, 2008 at 1:00 pm
I defer to your expertise, Michael. Two to four pages is too short for a white paper as traditionally defined.
Maybe I’ll keep working on a new name for a shorter document that achieves different goals. I think I’ve found a new niche. lol
June 5th, 2008 at 1:57 am
That question never been in my mind. But, my opinion is if a short writing can make readers understand well our idea, so why should we make it long? I think short useful writing can be considered as white paper.
June 5th, 2008 at 1:44 pm
2 to 4 pages may be suitable, however, for the white paper cousin — a case study.
June 5th, 2008 at 1:47 pm
So a case study is white paper’s cousin. Who are its parents? Aunts? Uncles?
June 5th, 2008 at 2:35 pm
Actually a case study is a sister, not a cousin to the white paper
June 9th, 2008 at 2:31 pm
I do agree with everyone who considers 2,3, 4- pager not as a white paper. Two, three or even four pages are too few for presenting a substantial information for us, readers.
June 13th, 2008 at 10:02 am
Micheal:
Even though I do agree with Ellen Mahoney,Susan Weiner.Sean Romanoff but any product which doesn’t leave any space to breath for readers for “stimulating level of education, explanation, and partipatory discussion” in less than 10 minitues that piece last in the memory of people.
June 18th, 2008 at 1:07 pm
I’m probably splitting hairs here, but I think it would be helpful to clarify exactly how long each page is. Things like font, type size spacing, margins, etc. can add or subtract 2-3 pages from the finished document.
Personally, I find word count to be a much more accurate predictor of the length of any document. Is there an ideal word count for a white paper?
July 3rd, 2008 at 6:59 pm
2-4 pages is definitely not enough to constitute a white book, in my own opinion.
July 8th, 2008 at 10:04 am
Mike doesn’t give specific response of how many papers are required to write nice product. He only disagree by saying that 2-4 are not enough to make nice story.
What does he propose to people so that we could learn from him?
Ntarugera François
July 8th, 2008 at 10:33 am
I would say 5 to 9 pages is ideal.
July 8th, 2008 at 10:46 am
Michael - I think you’re right. Ideally you want to include as much valuable information as possible, and 5 - 9 pages would give more without creating a chore for the reader. But I would add that this style of long form copywriting is evolving.
It’s been almost entirely the province of technical fields until now. I’m a writer who’s trying to adapt the form to other businesses and as a result probably have a less defined view of what it should be.
Maybe “report” is a term that could be used in the alternative.
Great discussion. Good to see that it’s gone on so long.
July 9th, 2008 at 3:33 am
Dear Readers:
Dedicating a nice stimulating educative story through participatory open space of reading with minimun of few paragraphs which doesn’t make people tied, this will be the best strategy of your solo landing in front of the readers desks.
If any comment on my research , please sent your comments on my emailing
box.
Ntarugera François