How to Write an Effective White Paper
The Purpose, Length and Style of White Papers for Maximum Impact
Mar 21, 2009
A White Paper was originally the term used to refer to an official government report, indicating that the document is authoritative and informative in nature, and well researched and documented. It was originally used by the government to lay out policy or proposed actions on a topic of current concern.
The Purpose of a White Paper
Typically, the purpose of a white paper is to advocate that a certain position is the best course to follow, or that a certain solution is the best answer for a particular problem. Writers use this genre when they argue a specific position or propose a solution to a problem, especially when addressing an audience outside of their organization.
Today, the purpose of white papers have been extended for many other uses. For instance, they have become popular marketing tools for corporations to sell information, products or solutions to serve their customers' needs. When used either for government, commercial or other reasons, a main purpose is to influence the decision making process.
The Ideal Length of a White Paper
According to the article “What’s the Ideal Length for a White Paper?” (Kevin Gault, White Paper Writing, WhitepaperSource Publishing, July 24, 2008), white papers today are usually four-to-eight pages long. Technical documents may be somewhat longer, but often business audiences prefer them shorter. Others suggest that it is not the number of pages which is important, as much as making a convincing case for the issue. With greater complexity, the paper needs to be longer to fully develop a case. Most agree that a medium length paper, perhaps six pages, is most effective but the absolute maximum should be 12 pages.
Research Papers, Essays, Term Papers and White Papers
In essence, most other papers have common similarities with white papers. In “10 Steps on How to Write a White Paper” (Amanda MacArthur, Online Publishing, Mequoda Daily, August 1st, 2008), she suggests an author must first clarify the topic and identify the potential reader. The author should then decide on the objective of the paper, and develop the outline to keep it manageable, focused and organized.
At that point it is time to do the research - with interviews of experts if appropriate, and draft the first page. This, then, carefully lays the foundation for the rest of the paper. As first impressions are important, be sure to rework both the title and that first page.
The body of the white paper needs to be presented into manageable sections, simple, yet staying focused on the themes. The paper needs to present in a relevant and compelling manner. Finally, it needs to be revisited over several days to be refined, strengthened, or to find blind spots missed or errors to be corrected.
Be sure that solutions are presented. Be sure to provide ample description of the proposed solutions. A strong summary and conclusion is also necessary to heighten the relevance, and once again, to secure commitment to one’s position.
First brainstorm, then review and prioritize ideas for later development. Be passionate with the theme. Be serious, yet creative in the material. Seek editorial assistance, often an independent party can bring critical ideas or accent to a work.
White papers can be an effective way to provide people with the information they need to make an informed decision about an issue or product, especially when faced with complex questions. In such cases people need a well-written white paper that provides objective information in a user friendly fashion. In this manner, white papers are more likely to be read and influential in augmenting the decision making process.
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