First of all about the term "white paper," it has political and governmental roots but now they are are also articles which offer different ways to solve problems, how to do different things: namely their aim is to provide people with useful information and help them to solve their problems in doing anything.
Marketing Tool or Marking Waste of Time?
Well, this is an issue, but I tend to believe that white paper is extremely powerful marketing tool but under one condition only. The article you write must be really useful. If not, you marketing weapon may turn against you. Don't even try to fool your potential customers. They won't forgive offence and go to your competitors, so before starting to implement this option to promote your product, make sure you can write a quality white paper and really teach good things. Try something different if not.
Before Writing a White Paper Stop Being 'Blondie'
First of all you need to think of your readers; what exactly they are interested in, what problems they might be facing, problems related to your field of course. As usual, this type of articles cover 'how to' issues: how to choose an LCD TV, how to write a white paper and others. Once you have decided on the topics, clarify for yourself if you can write a really good article to help people. Make sure you have profound knowledge enough to be helpful. Research and study if not, or ask a professional copywriting to write instead of you.
Learn How to be a Good Teacher
Gift of teaching is a very good trait for white paper writers. I know lots of people who know the subject but they always fail when it comes to teach somebody what then know. To become a good teacher you need to step into your readers' shoes, most of them know very little so you need to be clear and specific. Write in plain language; include tables, listings and graphs so that how to article reader could easily comprehend the content. The best way to write a white paper is to make it something similar to step-by-step guide. If the person fails at one of the stages he/she can easily return to the previous one.
Flirting with a Reader? So don't be Boring!
All website owners what income increase, so they desire the white paper to go around their company, stating all the time how cool and attractive it is. It is a mistake! No one is really willing to read how you show off like a clown. People will hit the red cross of the browse to close the page if try to feed your white paper this way. You might be the coolest service provider in the world but, believe me, it is not the way to proof that.
Once again you must become a reader of your informative article at least for the time you are writing it. Write about what is really important and interesting to know and learn about. Best of luck, folks.
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