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There is a growing interest in using white papers as a means to offer something of value to potential clients. White papers have the length to create an authoritative voice while still being concise and readable, and they are the epitome of value-added marketing. They also fulfill the ‘permission-based’ marketing definition because the user chooses to read the document based on a need they have.

That said, how many of you out there know what a white paper is? I wrote to Michael A. Stelzner for some help with the proper definition of the term:

 “High-level white paper definition: A white paper is a persuasive document that usually describes problems and how to solve them. White papers are a cross between magazine articles and brochures. A white paper takes the objective and educational approach of an article and weaves in corporate messages typically found in brochures.

Detailed white paper definition: A white paper is a technical or business-benefits document that introduces a challenge faced by its reader and makes a strong case why a particular approach to solving the problem is preferred. A white paper usually proposes a solution to a problem but can also introduce a new concept or describe how to perform technical tasks. Most white papers range from 6 to 12 pages in length, however some can exceed 50 pages. White papers are very heavy on copy and usually very light on graphics. However, diagrams, charts and illustrations commonly occur in most white papers. White papers are primarily used for generating leads or as a sales closing tool.”

Michael A. Stelzner, www.writingwhitepapers.com/blog/    

White papers got their start in government policy, and the term is actually an offshoot of the term ‘white book’, which is an official publication of a national government. White papers moved on to become a favourite tool for technological companies introducing new innovations and products. Now, however, white papers have become marketing tools to get ideas and proposed solutions in front of the decision makers, and it’s a growing industry.  

When working towards becoming a guru in your field, those in the know often advise you to book public speaking engagements and write a book (see my ghostwriting post if this is something that interests you). Yet many professionals aren’t ready for that level of input. And in this day and age of permission-based marketing and the need to offer something of value, a white paper is just the thing. Like Michael says, it’s a comfortable cross between a magazine article and brochure, educating the reader with useful information while at the same time showing them how much better off they’d be with your professional services to guide them.  

With this important tool you can offer information of value to your target market, creating good feelings in the potential lead. You have given them information that is helpful and useful, and when they are ready for further assistance they will think of you first. 

To put this valuable marketing tool to work for you, visit my website or drop me a line at info@thewriteinitiative.com  

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