Experienced professional services for white paper development.
The purpose of a white paper is to educate people on the need for a product or service.
White papers are particularly useful for innovative solutions as they inform and enhance the knowledge of the readers on new concepts or market trends. By design, they implicitly promote the benefits of a specific product or service without referring directly to a specific brand.
Readers of a white paper should feel they are getting valuable unbiased information. It is crucial that the marketing copy and the writing style do not come across as biased or self-serving.
The trick is to create a position paper that plants seeds of curiosity in the reader. As with any marketing document, white papers should emphasize a clear need and, consequently, encourage reading to the end of the document. It is at this point that the reader has already established a positive opinion about the topic and is then exposed to the creator of the document.
White paper writing services offer several distinct advantages:
Successful white papers must be written in a very specific format, which employ specific marketing copywriting techniques. Only writers with vast experience in writing white papers can develop the most effective and convincing documents without referring to the company’s product or service.
The development is more in-depth than standard marketing copywriting approaches. A white paper will educate readers on the issues relevant to a particular industry, laying out the problems and presenting the information they must know, before making a decision regarding a product or service.
White papers are just one of the building blocks in the marketing of a product or a service. A fully integrated campaign enables better results, provided the marketing message is consistent across the various campaigns with all paths contributing to lead generation.
Decision-makers will often skim the executive summary and conclusion of a whitepaper without truly reading the body of the text. The writer must pique the interests of the reader in a way that maintains the attention of the reader along the document.
A white paper usually runs from 8 to 12 pages. Copywriters should respect this range for maximum white paper effectiveness. The format of the white paper must be defined according to the appropriate marketing message.
If relevant and possible, use a case study to improve white paper understanding. Readers will gain a better sense of what it means when writers use an example to emphasize a concept in the white paper.
Bear in mind who your white paper audience is. Keep language simple, avoid overly technical jargon, and don’t alienate readers with unnecessary technicalities. This will strengthen the marketing power of your white paper.
An in-depth 12-page white paper can be a lot to read in one sitting, and depending on the topic, potentially complex. Using tables, diagrams, and visuals in your white paper will consolidate and back up your information.
“When the time came to update the content of our Website, we found that Direct Objective was able to quickly grasp our business and communicate our technical expertise in a comprehensive manner. The content of our site, both in French and in English, conveys a clear message. We were very pleased with the results and have worked with Direct Objective on multiple other projects since.”Stephanie Boyard, Former Marketing Consultant, MSC Services (Now Moneris Solutions)