Creating white papers may be one of the most effective ways to convince people that you’re the right choice, if your company offers a product or service that’s complicated, innovative, or significantly different from what your competitors provide, or if it involves a lengthy decision-making process.

White papers inform decision-making

Put simply, if the people who are making decisions about what matters to you don’t know as much as they should about the topic, a white paper will help you educate them.

White papers educate your audience

Suppose your company sells an expensive piece of equipment that makes users far more productive and efficient. The equipment is innovative and impressive, but because it represents a significant capital expense, the sales cycle is long and complicated. Everyone from production engineers, to the operations team, to the CFO and CEO will be involved in deciding whether to make the investment. Plus, you use an innovative approach with which they’re probably unfamiliar, so they are uncertain about choosing your product over more traditional competitors.

White papers explain

The solution is a white paper comparing the traditional approach to your innovative solution. In addition to a description of the processes involved, you include a diagram to help people like the CFO and CEO see the advantages, along with tables comparing the efficiency of both approaches. Instead of using sales messages, you share facts and details.

White papers get circulated

Now a production engineer who believes your solution is the right one can use your white paper to help him make his case. When he sends his request to the CFO and CEO, he can attach the white paper to help them understand it. He gives copies of the white paper to the operations team so they can see the advantages and add their support. The white paper presells everyone, so they reach the purchase decision far more quickly.

Suppose your company sells an expensive piece of equipment that makes users far more productive and efficient. The equipment is innovative and impressive, but because it represents a significant capital expense, the sales cycle is long and complicated. Everyone from production engineers, to the operations team, to the CFO and CEO will be involved in deciding whether to make the investment. Plus, you use an innovative approach with which they’re probably unfamiliar, so they are uncertain about choosing your product over more traditional competitors.

The solution is a white paper comparing the traditional approach to your innovative solution. In addition to a description of the processes involved, you include a diagram to help people like the CFO and CEO see the advantages, along with tables comparing the efficiency of both approaches. Instead of using sales messages, you share facts and details.

Now a production engineer who believes your solution is the right one can use your white paper to help him make his case. When he sends his request to the CFO and CEO, he can attach the white paper to help them understand it. He gives copies of the white paper to the operations team so they can see the advantages and add their support. The white paper presells everyone, so they reach the purchase decision far more quickly.

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