Should it always be called a “white paper” ??
By Michael StelznerShould you always label a white paper with the term ‘white paper’?
Some readers know what a white paper is and others do not.
In a recent Target Marketing article by Bob Bly, said the term white paper “signals to some prospects a document that is a selling tool.”
He went on to mention a number of other possible titles for a white paper, which included encyclopedia, guide, booklet and special report.
What are your thoughts on this matter? Should you call it what it is or by another name?
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August 7th, 2008 at 12:44 am
I personally don’t like the term “White Paper” because it sounds so dry. I recently went to a session where someone called it “Executive Report,” which is also equally dry. Something like Position Paper is at least a little lighter, or maybe even Viewpoint.
August 7th, 2008 at 2:46 am
I like the name “special report” or “free report” when it is free.
In Dutch than it will be: “speciaal rapport” en “gratis rapport”.
(Dutch lesson number one)
” You are only entitled to success if you add value”
(Diksy)
August 7th, 2008 at 6:21 am
I like white paper. I even use it in key word searches when looking for sources to problems or opportunities for solutions. I would not like to do five different searches for an answer if “white paper” doesn’t retrieve what I am looking for, so then I try “special Report” to no answer, and so on. I, like many others, am a white paper junkie and so I know what I expect when asking for a white paper. If someone gives me a white paper that is more of an executive report/summery or selling brochure I am upset. White paper works I think.
Lately getting executive teams to understand the differences between Statement of work (SOW) statement of capabilities (SOC) and technical capabilities Statement (TCS) has been my pain.
August 7th, 2008 at 6:27 am
I like the term white paper, too.
My experience has been that a white paper is an informative learning tool and I haven’t been put off from that yet. I expect some marketing information from the sponsor, but I expect to get it after the paper educates me about a concept. My expectations are generally met.
August 7th, 2008 at 6:59 am
With anything in the writing world, what you call something should be determined by your target reader. In certain industries, the term “white paper” is known and understood. In other areas or industries, the term “special report” or “free report” or maybe even “executive report” might have more impact or meaning for the reader. What it all really comes down to is the context and meaning for your reader. I think William Shakespeare said it best in Romeo and Juliet when he penned, “What’s in a name? That which we call a rose by any other name would smell as sweet.” My two cents.
August 7th, 2008 at 7:38 am
Outside the tech industry, “white paper” still seems to carry some cachet. It’s not as well known and benefits from distinctiveness.
August 7th, 2008 at 8:12 pm
I agree with Rick and Stephen - either terms work - it just depends on your target reader / industry.
August 7th, 2008 at 11:30 pm
I guess the term white paper has given good impression to customers. This has been known as tool that help customer to solve their problem, although actually it is also soft marketing tools. I don’t find have any reason to change the term, especially if the target reader is customer.
August 8th, 2008 at 9:50 am
From my point of view ”White Paper’ is the very name one should use. This paper aims solving the consumers’ problems, gives hints in resolving this or that situation. Why should we call it by any other name??/
August 11th, 2008 at 7:53 am
I kind of agree with Bob. White paper shouts “buy our product”, “read our solution”, “look at our marketing hype”… I think people are just getting too jaded about the term, and publishers need to start thinking out of the box.
I’m kind of interested to see what you think Michael…
August 11th, 2008 at 9:10 am
Justin;
I see no such negative bias with the term white paper. I think it fully depends on the familiarity the audience has with the term.
While many white papers do shout “buy our product,” the good ones do not.
Mike
August 11th, 2008 at 10:04 am
Thanks for the input. I generally agree, but I still feel that there has been a shift in people’s thinking/understanding/perception of what a white paper is.
Many times when I talk to people, they either: 1)don’t know what one is or 2)think it’s some type of marketing piece or 3)somehow mis-understand what one is.
Maybe I’m just talking to the wrong people
August 16th, 2008 at 8:47 am
In the financial arena, many white papers are aimed at individuals who have no idea what a white paper is. Thus, it’s better to avoid the term for this audience.
August 16th, 2008 at 1:22 pm
I think white paper is the very name that should be used for any audience.
August 27th, 2008 at 8:18 am
I agree with Justin. From my experience the term white paper is not known to the audience. I don’t think it is a negative think just not common knowledge.
February 11th, 2009 at 12:46 pm
I would think that one would most definitely have to spice the name up to make it eye catching or ear catching. White sounds so boring, in my opinion.
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