Avoid this where possible. Readers will not understand these cryptic references and feel excluded. Instead, before getting into the details of your solution, describe the high-level requirements first. Start with the essentials: Is it hardware or software? What are the prerequisites? What platform is it designed for? Where language is it written in? Who will use the solution 4. Be Ultra Specific After providing this preliminary information, get to the main issues.
They will just skip past these sections. Generalities and bland repetition drives such readers away. Instead, describe specific aspects that ring true with your audience. Provide evidence that your solution is better than your rivals — and then substantiate this with, for example, benchmark tests or independent assessments.
Balance Text v. Graphics Use graphics, tables, and charts to help the reader understand your product. Graphics are ideal for illustrating the relationship between concepts, technologies, and systems.
Matrices are very useful if you want to break out roles and responsibilities. White space gives the text more breathing room. Remember that readers will get tired after reading several pages; use graphics, tables and charts as an alternative to the text. How you format your white paper plays a key role in getting others to read it and follow your call to action. Make sure to avoid using lengthy paragraphs, complex sentences, and buzzwords. Instead, use simple, plain English.
In any case, here are some scenarios when an e-book might work better than a white paper: Your audience is prone to distraction They may be young, or on the road. An e-book may sound like more fun than a white paper that sounds like a lot of work. You could gain more traction by presenting the same content as an e-book instead of a white paper. Just remember: The goal is the same. An ideal e-book—just like an ideal white paper—will help your target audience understand an issue, solve a problem, or make a decision.
If your content does that, you can call it an e-book, a white paper, or whatever… and your audience will still thank you for it. Press releases are short, factual announcements of interest to a certain audience. This format has existed for perhaps years. The most effective press releases were recycled by journalists into printed articles. Today, press releases are available to anyone on the Web, without the need for any gatekeeper.
A contemporary press release must be highly factual. In fact, there are rules about what a public company can say in a press release. White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology. While a white paper is sponsored by a company—the same as a press release —white papers are generally much longer than press releases, with more room to present facts and develop arguments.
On the Web, white papers are available to almost everyone. There are no legal limits on what a company can say in a white paper.Before we start writing, we need to perform three writing tasks. Before you start writing, examine these tasks as they form the basis of your white papers. Consider them the foundation upon which your materials will be developed.
.And then build upon this in each successive chapter. An e-book may sound like more fun than a white paper that sounds like a lot of work. Finding meaningful testimonials is well worth the effort.
You can edit, update, and remove any text, images or charts in the files depending on your preferences.
Many e-books look more like slide decks than text-driven documents. White papers are read by almost anyone contemplating the purchase of a relatively new, relatively complex, or relatively high-priced product or service for their business. Who reads white papers? Who will use the solution 4. You can edit, update, and remove any text, images or charts in the files depending on your preferences.
Green Energy White Paper theme — ideal for environmental, health, and energy-related white papers. A B2B e-book can be just about any length on just about any topic. Each of these templates is easy to modify.
Instead, use simple, plain English. That type of e-book and a white paper can be hard to tell apart. The most effective press releases were recycled by journalists into printed articles. They are hungry for real facts and dismiss unsubstantiated claims. Find some angle that makes them want to read more. Graphics are ideal for illustrating the relationship between concepts, technologies, and systems.
Today, many less technical people are involved in big buying decisions. Find some angle that makes them want to read more. That type of e-book and a white paper can be hard to tell apart. See Customers are Investors Think of your customers are prospective investors. There are no legal limits on what a company can say in a white paper.
In smaller firms, some people may wear several of these hats and meet informally to discuss their purchase.
Instead, describe specific aspects that ring true with your audience. If the best ingredient for an effective white paper is a terrific solution to a technical problem, then the next best ingredient is great writing. They are hungry for real facts and dismiss unsubstantiated claims. You can often call the same document a white paper or an e-book. Who will use the solution 4. Before we start writing, we need to perform three writing tasks.
Such writing carries real power — the power to convince and convert. In fact, there are rules about what a public company can say in a press release.