You have probably come across the term 'White Papers'. In the UK we've come to associate the expression the political 'white paper', A Government White paper that layouts policy or signals the introduction of a new law. In the context of copywriting or marketing 'white paper' means something completely different.

What is a White Paper?

A White Paper is usually a lengthy and detailed document seeking to address a particular problem or challenge. As opposed to a brochure type presentation a white paper explores an issue in depth, without the dry restrictions of an academic piece or the space and information limits of a simple sales leaflet or handout.

Part magazine article, part academic paper, and part informational guide white papers are designed and are formulated as persuasive studies. They offer solutions and proposals based on the integration and analysis of technical information and research. Portrayed as an objective review a white paper is laced with corporate messages and sales advice, the sort of information that you might expect to see in a brochure or other sales literature but in far greater depth.

Who reads white papers?

White papers offer sales organisations the ability to go into far more detail than is normally possible in describing the technical features and in depth benefits of their products and services. By the same token, in an age where executives are facing mountains of information much of which is irrelevant a white paper is a form of distilled and simplified complexity - a way of extracting the real value and worth from a proposed solution - informing as it sells and selling as it informs.

Decision-makers and business people - increasing reliant on white papers - are normally fully aware of their marketing element and happy to embrace it in exchange for their educative content.

IT executives are reported to read an average of 30 white papers a year according to research, with 90% of executives finding then helpful or extremely helpful.

What does a White Paper look like?

Almost entirely text based, though more often than not containing charts and graphs, white papers are normally between 6 and 12 pages long, though can extend to 50 pages.  

The Uses of White Papers

They perform a number of roles. To a company researching the market place for a new product or seeking a solution to an ongoing problem, they offer instant access to detailed, extensively researched information. Easily accessible 'distilled' information that can save decision-making huge amounts of time, effort and expense in conducting their own research.

White Papers can highlight new trends, new thinking and innovation in a particular field; they can also reveal competitor strategy.

For the company researching and creating them white papers win the trust and confidence of potential clients. They can exhibit an expertise and depth of knowledge unavailable in shorter less informative sales and marketing literature.  

Easily distributable online via pdf white papers, whether written in house or by a freelance , can be used to elevate your sales messages above the competition and act as a highly persuasive lead generator and call to action.

In summary White Papers:

1.    Address problems

2.    Share future visions

3.    Are normally between 5 and 12 pages long

4.    Seek to educate

5.    Don't oversell

6.    Are benefit driven

7.    Are a powerful lead generation tool