White Papers, Who Would Have Thought They Had So Much Depth

Producing effective White Papers shouldn’t be a difficult thing to do. Once a copywriter understands all the ins and outs of the product or service he’s writing about, the industry he’s writing for, who he’s writing to, and what the papers are intended to accomplish, then all that’s left to do is put the information together and come-up with a killer piece of copy.
Simple right? Well, not quite.
Those steps are the general criteria for writing-up a quality set of White Papers, but not the only ones. You also need an issue-related headline: that addresses the market’s concerns, a special limited-time offer: as an incentive to gain more leads, and a USP(if one is applicable); to give your product or service an edge above all others.
And then there’s all that research.
Coming-up with the essential content for writing-up a quality White Paper that clearly and concisely educates the market, and ultimately fulfills its objective, requires expert research, and an understanding of the fundamental principles of the industry being written for.
A copywriter’s work consists of 90% research and 10% writing. The saying that “knowledge is power” is definitely applicable here. Because the more information a copywriter gathers, it offers him a greater storehouse of industry related knowledge that can best be designed to offer effective solutions to an already existing problems.
For the most part, White Papers are usually too long and boring to read. They’re generally mundane and monotonous. They lack the vigor and energy such as contained in a hyped-up sales letter designed to make the average consumer draw his wallet out of his pocket faster that a six-shooter.
But for the industry experts and professionals that look to promote and improve their current businesses, White Papers need to be informative, up-to-date, and concise. Written to inform the industry on new state-of-the-art technologies that is developing to improve their efficiencies and productivity, while offering a competitive rate with an iron clad guarantee.
Sure, White Papers are generally very technical and bland. But they don’t always need to read that way. Salesmanship should be no different on White Paper than in person. Whether introducing a new line of bottle-capper, a new heat-resistant material for disc brakes, or a new self-locking wing-nut. A copywriter’s words are read by real people. People who deserves to be addressed with a friendly and professional attitude, while offering an incentive, to “please come again”.
In short, a well written White Paper should …
•contains a powerful issue-related headline
•concisely addresses the issues of the industry
•offer excellent solutions to help solve those issues
•while reflecting an image of sophistication, professionalism, and a name that all can trust.
So don’t let just any copywriter write your White Papers for you. Choose a professional who understands the needs of the industry, and the people who make it all work.