White Papers Are Factual and Objective – And Sell
White papers are marketing documents that describe products or services in some detail. They are significantly different from brochures: They are considerably longer; they provide factual evidence; they explain the mechanics of how a product works. They are intended to persuade prospects to learn more about a particular technology, product, service, or methodology in order to make purchase decisions. White papers are not technical documentation nor are they user manuals; that sort of documentation is generally provided after a sale.
A white paper can be seen as a cross between a magazine article and a brochure. It is factual, objective, and educational.
White papers are generally used in business-to-business sales. They are often 2,500 to 5,000 words long. They may be written in a somewhat academic style. They lead readers through a line of reasoning that links the individual components of large or complex systems or innovative offerings to explain how they work to deliver the benefits promised.
White Papers Are Sales Documents
Companies write white papers for three reasons: to generate leads, to demonstrate thought leadership, and to help close sales.
Lead Generation: Many organizations leverage their corporate website or advertising campaigns to generate leads with white papers. Additionally, many direct mail and display advertisements offer white papers as a call to action.
Thought Leadership: Businesses often write white papers about emerging ideas that are still at the theoretical stage. They may discuss the future of an industry or technology. Thought leadership white papers demonstrate forward thinking, help convince existing customers to stay with a company, and persuade a target market to buy into a future vision. These white papers can often be published in trade magazines.
Close Sales: White papers are often used in the latter stages of a sales cycle as a “leave behind” after a sales meeting. While white papers can help close existing prospects, they are most effective for generating pre-sales leads because executives and decision-makers rely on white papers when researching solutions to problems. White papers used to close sales tend to be more technical and are usually targeted at influencers. However, hybrid papers are also effective sales closers since they tend to address a combination of business and technical benefits.
Governments Use White Papers to Test Public Reaction
Governments use white papers to present their proposed policies or legislation in order to gauge public reaction.
Our White Papers Use Disciplines That Are Proven to Work
We craft our white papers based on proven writing styles designed to establish credibility, stand out from the crowd, include practical, actionable steps, engage readers, use proven formulas, apply proven marketing techniques, and incorporate gripping titles. In other words, they are proven to work.