Good white papers sell products because they have a persuasive tone, and pack a lot of useful information into a clear and readable structure.
White papers should include:
- Throw down the glove. Describe the pain the prospect is experiencing. (That you can help with, naturally.) Describe the problem from their standpoint, and be sure you know what that problem is.
- Tell them how technology will solve their problem. Don’t tell them about your specific product yet. Make the case for how a given approach will solve their problem. Along with the challenge statement, this section will comprise 2/3 of the paper.
- Add examples and scenarios. Actual case studies with actual customers are ideal, but if you can’t mention customer names (common in the financial world), it’s fine to speak more generally. “A financial services company recently deployed…”
- Introduce your product as the specific technology they need. Introduce how your product works, and how it meets their challenges.
- Get specific on product benefits. This section combines with the technology section and includes ways that the product meets the challenge. You can also use this section to contrast your approach with other technologies, especially if your product is innovative.
- Push a positive return on investment. ROI has always been a big deal, and with reason. If you have great hard cost numbers, terrific – don’t hesitate to use them. Soft benefits work too if you have them, but the more quantifiable the better.
- Conclude with relationship-building. Include an offer, like an ROI calculator, useful infographic, or vertical-specific content. Include your contact information, and make it as easy as possible for them to respond.