Although it started in government, the term white paper is showing up more and more in business writing, and, like a technical report or executive summary, it's a type of document you may be asked to write.
Companies use white papers to present a case for a particular method as the best way to approach a problem. It's often aimed at an audience outside the company, but it can also be used to present a case internally for following a certain path. While it's not technically a marketing tool, it definitely presents one POV as being superior to another with the intention of influencing the reader's decision-making process. The audience may be a specific client, multiple clients, or the general public, but if they have a problem, and you can show how it can be solved, they'll consider the content first and then look kindly on the source.
The principal difference between a white paper and a straight marketing piece is that there is no sell in the sense of "Here's our product. It's great. Buy it." A white paper begins by recognizing a need. Then it shows how, by following a certain path, the need can be met. It's not unusual for a white paper to make no reference to the source company's products at all. Specific systems and products may be referenced as being used by the source company, but not in such a way as to recommend they be purchased by the reader.
Examples
Poor: This is an introduction to the new Guffman, Inc. rolling mill.
Better: This paper focuses on how to select a rolling mill that reduces your production down-time.
The important thing is to recognize a problem and provide a solution - in that order. When you focus on the negative situations the reader has and the problems they cause, you show the reader that you understand. This accomplishes three important things:
- You establish that you're a credible source because you understand.
- Being altruistic makes points with readers and increases the odds that they'll read the paper - and recognize the value of your product.
- Readers self-select because people who don't have those problems won't read the paper.
By immediately identifying problems and concerns readers have, you can spend the balance of the paper showing them the direction they should take to reach a solution - hopefully, one provided by your company.
Bottom line: The emphasis is on the reader's interests and not the interests of the source company.
Typically, the contents of a white paper include:
- Identification of the market drivers that produce the negative situations
- Discussion of the problems that result from the situations
- An overview of the problem in the industry
- A broad discussion of solutions in the industry
- Specific elements involved in the solution
- Benefits derived from the solution
- Examples of where the solution has worked
- How to identify the best solution
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If you can write a simple sentence in English and organize your thoughts then technical writing may be a rewarding field. You can easily make it a second income stream in your spare time.
According to the U.S. Department of Labor, the average salary for technical writers is ,380. Freelance technical writers can make from to per hour.
The field of technical writing is like a golden city. It's filled with wealth, rewards and opportunities. After learning technical writing you can branch out into business writing, marketing writing and communications writing. All of these can become additional income streams.
But to succeed you must learn how to market yourself to clients. You have to prove to them that you are an invaluable asset. That's where ProTech - Your Fast Track to Becoming a Successful Technical Writer can help. It's a technical writing course that does two equally important things:
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