What are White Papers?
White papers are authoritative reports used to help readers understand an issue or solve a problem. Mainly they are used for "big ticket" items. You might be buying a software program. It is not about selling the product, but instead evaluating the products and services. They allow the customer to be a voice in their industry. The average length of a white paper is about 10 pages. They are a good lead generation tool. The main thing is that they are an unbiased report about the inner workings of the company or client. While mainly used by Business to Business,they can also be used for business to customer.
Why consider a White Paper?
They are not sales letters, but they are used for lead generation. They are easier to get past the gate keeper and people don't have to deal with nasty sales people. This is a good way to improve a company's image because they educate potential clients and help satisfy concerns over a big decision. They are an effective cost effective tool that can be used over a long term to help build authority and generate sales leads. The main thing is that they add value because they appear to be unbiased. The focus is on benefits that are now enjoyed due to changes and over-coming challenges.
- A cover page.
- A strong headline.
- general background information about client and services.
- The challenges, or business reasons they had for change.
- The approach taken in resolving issues.
- The benefits the company now enjoys.
Who Uses White Papers?
- Pharmaceutical companies.
- Public sectors.
- Stock exchange.
- research briefing.
- survival guide documents.
- A client who wants to become a thought leader in their industry.