Before diving into the writing and design of a white paper, it’s essential to carefully consider its structure. Unlike a typical brochure that might contain only a few hundred words, white papers generally range from 1,500 to 5,000 words, translating to about 6 to 20 printed pages. Avoid settling on a predetermined length; instead, let the depth and quality of your information determine the appropriate length, as substance outweighs quantity.
Crafting Your White Paper’s Title
The title of your white paper plays a crucial role in its success. It should be direct and serious, steering clear of clever or promotional language. For instance, while a brochure might have a headline like Process Three Times as Many Radishes with Our Veeblefetzers, such a promotional tone won’t resonate with readers seeking objective insights. Titles like Evaluating Processing Alternatives for Radish Production or Cross-Cutting vs. Spiral-Coring: An Engineering Comparison suggest a more balanced and informative approach.
Identifying the Core Issue
Successful white papers often begin with a concise section that outlines the problem or challenge your audience faces. This approach helps build a connection with the reader, demonstrating that you understand the issues that are causing concern or sleepless nights.
Exploring Potential Solutions
After defining the problem, your next step is to discuss the various solutions that have been developed to address it. Start with a general overview, then delve into the pros and cons of each solution. The most persuasive white papers are fact-focused, presenting information in a general manner. While you have the freedom to select which facts to emphasize, ensure that your product or service naturally emerges as the most favorable option.
For example, if your company’s veeblefetzer employs a cross-cutting technique for coring radishes, as opposed to the spiral-coring method used by most competitors, your white paper should highlight the benefits of cross-cutting. However, present these advantages in an objective tone rather than overtly praising your product. If done correctly, the reader will independently recognize the superiority of your solution, which is far more compelling than explicitly telling them what to think.
Incorporating Sidebars
To draw attention to specific concepts or provide additional information that might not fit seamlessly into the main body of the white paper, consider using sidebars. Sidebars are smaller sections, text boxes, or lists set apart from the main text. These elements add visual interest, attract the reader’s attention, and enhance their understanding.
Avoid Being Overtly Promotional
While it might be tempting to detail why your Model SD60M is the best product available, doing so can undermine the objectivity you’ve worked to establish. Instead, conclude your white paper with a brief section that describes your product or service, followed by an even shorter description of your company. This approach maintains the integrity of your white paper as an informative and helpful resource rather than reducing it to a promotional tool.
