Using White Papers for Marketing
Classic Thought Leadership Strategy Provides Value, Not Sales Pitch
Nov 6, 2009
White papers were originally used to argue positions in government policy debates, but have been used in the business community for many years. Often packed with confusing jargon and heavy sales pitches, white papers frequently do not live up to their potential of demonstrating thought leadership, the art of positioning oneself as an expert in one's field. White papers are well-researched documents, citing credible sources to argue how a particular product or service is the best solution to a specific problem.
Identify the Audience to Avoid Useless Jargon
A common trend in white paper writing is to include a large amount of jargon and industry buzzwords. This stems from the belief that this type of language demonstrates technical expertise, when the result is similar to a high school research paper which is padded with large words to increase the page or word count. No matter what the industry, white papers are read by educated individuals looking for information that will help them solve a problem. Avoid insulting that reader's intelligence with unnecessary jargon.
- Identify the most likely buyer profile for the white paper first – who will be reading this document?
- Research the type of language that buyer uses to talk about this problem.
- Using jargon is appropriate if it allows the white paper to make its case in fewer words – and the likely buyer is familiar with that shorthand.
- If a word can be removed from a sentence without changing its meaning, delete it.
Identify and Research the Problem and Solution
White papers in business can address any type of problem, such as choosing a diet for cats or finding the best keyword density for a web page. What makes a white paper into technical writing is the research which backs up the position taken. Citing sources must be taken as seriously as it would be for any academic research, because that source material will be used by the reader to judge the quality of the white paper's opinion. A well-researched white paper presents all sides of an issue but argues for one particular solution. The types of references which are acceptable is entirely dependent on the most likely audience for the white paper.
Thought Leadership and Sales Pitches
In his book The New Rules of Marketing and PR, David Meerman Scott argues that thought leadership is demonstrated by providing knowledge and expertise, and not by talking about the business which commissioned or wrote the white paper. The educated and discriminating reader of the white paper will weigh the pros and cons of the position it advances, and if he or she is convinced will likely want that business providing the solution. A sales pitch, even a “soft sell,” can easily backfire by telling the reader that the facts may have been manipulated so as to close a deal.
Most white papers available online can only be downloaded after a registration process which includes an email address, so the use of promotional or sales language in white papers is all the more unnecessary. The registration expectation yields an email address which may be used for intense marketing campaigns, or the distribution of a regular newsletter which may continue establishing thought leadership and develop the business' mantle of expertise.
The Duct Tape Marketing system also promotes this type of education marketing, contrasting it with the less effective interruption marketing techniques of magazine ads, pop-ups, and television commercials. Consumers have been desensitized to these gimmicks, argues author John Janstch, and now demand the type of high-quality information that a well-written white paper can provide.
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