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Should it always be called a “white paper” ??

By Michael Stelzner

Should 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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This entry was posted on Wednesday, August 6th, 2008 at 5:22 pm and is filed under Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • 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.

    Email Marketing Solutions
  • 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.
  • I think white paper is the very name that should be used for any audience.
  • 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.
  • 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 ;-)
  • 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
  • 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...
  • 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??/
  • 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.
  • I agree with Rick and Stephen - either terms work - it just depends on your target reader / industry.
  • Rick
    Outside the tech industry, "white paper" still seems to carry some cachet. It's not as well known and benefits from distinctiveness.
  • Stephen Wertzbaugher
    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.
  • Ellen M.
    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.
  • Jake Redden
    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.
  • 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)
  • 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.
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