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Insightful tips to master white paper writing and marketing The white paper is a crossbreed of a magazine article and a brochure. White paper guru Michael Stelzner reveals his secrets for creating compelling white papers that attract readers in droves. The first of its kind, Writing White Papers provides critical how-to details for every step of any white paper project—from performing the needs assessment to attracting prospects with creative marketing tactics. With this book, you will learn to: •Create outlines that work •Master interviewing techniques •Focus content on your readers •Inject persuasion into your paper •Quickly find research data •Write the core parts for any white paper •Craft compelling titles •Apply proven marketing techniques Whether you have been tasked to write a white paper for your company, are a freelance writer wanting to grow your practice or a student seeking to master the art of writing white papers, this book will be your priceless guide.

Product Details

• Amazon Sales Rank: #35969 in Books
• Published on: 2006-10-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 214 pages

Features

• ISBN13: 9780977716937
• Condition: New
• Notes: BUY WITH CONFIDENCE, Over one million books sold! 98% Positive feedback. Compare our books, prices and service to the competition. 100% Satisfaction Guaranteed

From the Inside Flap
White papers are at the forefront of an educational marketing revolution. Powerful enough to lure readers and able to persuade with unyielding strength, the well-written white paper is a super weapon in the marketing professional's arsenal.

Wearing many hats, the white paper can talk business or converse technically, and it can inform or influence. Best of all—it is highly sought-after. The white paper's underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business. This book aims to equip anyone with the tools necessary to immediately begin writing white papers that attract readers and keep them engaged.

About the Author
Michael Stelzner is one of the world's leading authorities on the topic of writing and marketing white papers. He has written nearly 100 white papers for many of the world's most recognized companies, including Microsoft, Federal Express, Motorola, Monster, Hewlett-Packard, Cardinal Health and SAP.

Excerpt. © Reprinted by permission. All rights reserved.
White papers help people make decisions. They sit at the forefront of an educational marketing revolution. Powerful enough to lure readers and able to persuade with unyielding strength, the well-written white paper is a super weapon in the marketing professional’s arsenal. Wearing many hats, the white paper can talk business or converse technically, and it can inform or influence. Best of all—it is highly sought after.

The white paper’s underlying strength rests on this premise: If you give readers something of value, they will give you their loyalty, and ultimately their business.

White papers present monumental opportunities for writers, marketing professionals and businesses. Crafting the white paper can be a rewarding and often profitable experience. A single well-written white paper can propel a business to the thought leadership position and lead to enormous business opportunities. When you author a successful white paper, its positive results are credited to your efforts.

The use of white papers is exploding. In 2001, a Google™ search on the phrase white papers returned a mere 1 million responses.1 By 2006, that number was a whopping 329 million! Along with the upward trend, the term white paper has become a fuzzy label, wrongly applied to many documents. The goal of this chapter is to clearly define white paper, explain why white papers are important and examine how they are used.

What Is a White Paper?

Defining a white paper is one of those challenges people have been wrestling with for some time. If you look up the term in a dictionary, you will find an outdated response describing a government report. Let’s shed a little light on the term white paper by considering what some respected experts have to say.

Gordon Graham, an experienced white paper writer, describes white papers as persuasive essays and observes that their style rests "somewhere between a lively magazine article and a dry-as-dust academic paper." He adds that white papers are fact-driven and contain useful information, expert opinions and ironclad logic.

White papers are tools used to create a positive image of a company in the eyes of its readership, explains Dr. Russell Willerton, a professor from Boise State University who specializes in white papers.

According to veteran white paper writer Jonathan Kantor, white papers reveal product or service features and translate them into business advantages.

Extending these thoughts, here are a few concise definitions:

High-level white paper definition: A white paper is a persuasive document that usually describes problems and how to solve them. The white paper is a crossbreed of a magazine article and a brochure. It takes the objective and educational approach of an article and weaves in persuasive corporate messages typically found in brochures.

Detailed white paper definition: A white paper is a technical or business benefits document that introduces a challenge faced by its readers and makes a strong case why a particular approach to solving the problem is preferred. A white paper usually proposes a solution to a problem, but can also introduce a new concept or describe how to perform technical tasks. Most white papers range from 6 to 12 pages in length; however, some can exceed 50 pages. White papers are comprised of mostly text and usually very few graphics. However, diagrams, charts and illustrations are commonly included in most white papers.

White papers "represent an intersection of technical documentation (i.e., providing technical information about a product or service) with marketing communication (developing information to inform potential customers, improve sales and garner attention in the marketplace)," explains Willerton.

White papers usually provide valuable information to their intended audience, yet readers of white papers generally understand that the sponsoring company is marketing to them. The marketing aspect of a white paper is typically a very soft sell. Overt marketing messages are usually left for other documents. Often, solutions are introduced only after a significant case has been established, demonstrating a clear need.

Customer Reviews

How to provide valuable information, not just another obvious "infomercial"

For those who are interested in understanding the potential value of white papers to business development and customer relationships, this book and Robert Bly's The White Paper Marketing Handbookare the most valuable resources on the subject that I have as yet encountered. I strongly recommend both. Opinions vary as to the origin of the genre. Both Bly and Stelzner seem to agree that white papers can be traced back at least to early in the 20th century when what was then referred to as a "white book" consisted of information published by a national government. Perhaps the most famous is the "British White Paper of 1922" (also known as the "Churchill White Paper") in which the political conflict in Palestine is discussed. Interest in the commercial potentialities of white papers has increased rapidly and substantially in recent years and my own opinion is that exploration and fulfillment of those potentialities has only begun.

In this volume, Stelzner offers his detailed definition of a white paper: "...a technical or business benefits diocument that introduces a challenge faced by its readers and makes a strong case why a particular approach to solving the problem is preferred. A white paper usually proposes a solution to a problem, but can also introduce a new concept or describe how to perform technical tasks.

He explains with rigor and eloquence "how to capture readers and keep them engaged."He suggests that there are four primary types of white papers: technical white papers tend to be targeted at engineers, business benefits white papers are usually targeted at decision-makers in management positions, hybrid white papers are usually targeted at both influencers (e.g. engineers) and decision-makers, and government white papers which usually discuss implications of policy decisions.

Here's a key point which both Stelzner and Bly stress repeatedly: A white paper must never be -- or be perceived to be -- an "infomercial" in print form. A white paper has value to the extent it provides information and counsel which help its recipients to answer questions and to make decisions. What's in it for the provider? There are several significant benefits which include positive association with the given answer or solution, the recipient's appreciation (i.e. good will), and perhaps most important of all, maintaining direct and relevant contact on a non-solicitation basis.

What I especially appreciate about Stelzner's approach is that he provides a step-by-step framework for what can - and should - become a cohesive, comprehensive, and cost-effect "game plan" for the production, distribution, and promotion of white papers (regardless of type) which will have the greatest appeal to what should be their carefully selected recipients. The ten-step process which Stelzner explains may - and probably will - require a segmented database. These are the sequential steps:

1. Clarify the topic ("focus your lens")
2. Identify your ideal reader (s)
3. Decide on primary and secondary objectives
4. Develop a detailed outline
5. Interview the experts (or at least identify expert and relevant sources)
6. Research
7. Write the first page
8. Write the title

NOTE: You may prefer to identify several candidates and select one later.


9. Write the core ("Where's the beef?")
10. Hire an editor

NOTE: Stelzner probably prefers that a professional writer be retained but, if that is precluded by limited resources, at least obtain feedback from several qualified persons who meet the profile of the "ideal reader."

Stelzner thoroughly discusses each of these steps, offering countless "dos" and don'ts,"while reiterating that the most effective white papers tend to be those which address a specific problem and then offer a solution which in no way is - or is perceived to be - self-serving insofar as the provider is concerned. I totally agree. Over the years, my own extensive experience with white papers - either as a provider or as a recipient - has convinced me of the importance of viewing a white paper as a no-strings "favor" or benefit. The integrity (i.e. credibility) of the white paper itself as well as that of the provider must be impeccable.

Initially, I said that I highly recommend both this book andRobert Bly's The White Paper Marketing Handbook. That's true. I also strongly suggest that both be purchased and then carefully read. Whereas Bly addresses more of the marketing aspects of white papers, Stelzner focuses heavily on the craft of writing them. Absorbing and digesting the material in both books will assist substantially the process by which important writing and marketing decisions are made.

Strong resource for writing white papers that engage not bore
Thanks to Web sites and email newsletters, white papers have become a great way to market a product or service. A visitor can get a free white paper in exchange for signing up for an email newsletter or basic information. People can't resist a free offer and white papers -- when done right -- can educate and inform.

Sure, a business wants to show how it has the solution to the problem identified in the paper. But a well-written white paper does more than market a solution. It also establishes a person or business as a thought leader, introduces a new idea or concept, and explains how something works. Too many white papers turn into infomercials and Stelzner walks the reader through the process of creating an effective white paper.

Stelzer covers everything including needs analysis, research, interviews, and other important steps in the white paper writing process beyond the actual writing. I've downloaded or received many white papers and few get my attention. For some, the title can scare a reader out of reading it. These titles sound like something written by a PhD for others in the field.

As a freelancer writer, I've written a few white papers and not with as much confidence as I would like. Writing White Papers gives me all the information I need to thoroughly and confidently write the next one without any lingering doubts or fears.

Writers who write few or no white papers will appreciate the chapters on "Interviewing," "Researching," "Writing the First Page," "The Compelling Title," and "Writing Tips and Strategies." The advice in these chapters applies to various types of writing.

Most of the book's contents focus on writing information technology-related papers -- probably because they're the most technical and difficult to write about -- however, one of the examples is about personal accountability. The book doesn't stop at the white paper writing process. Its last chapter focuses on marketing white papers.

The book demonstrates how to make a boring topic engaging -- a problem that often faces the writers of white papers and contains two examples of white papers that retain my attention even though I'm not the prime audience. The book engages the reader making it a surprisingly fast read. Writers, technical writers, and marketing professionals will benefit the most from this well-organized, insightful, and clearly-written book.

Good reference (but narrow) and could use editing!
Writing white papers is a "necessary evil" of the technical world. While there are few publications that extol the virtues of white papers, those that provide a "how to" are scarce. Hence, it is refreshing to see a book devoted to the mechanics of writing white papers.

Stelzner covers all parts of writing white papers from the perspective of an outside writer. This includes defining the paper's scope and outline, conducting interviews, researching literature, and drafting the paper. Stelzner also provides helpful hints on style, formatting and speaking to intended readers. The chapters on crafting a title, writing the first page and using white papers as marketing tools are informative.

The book's focus is on IT. The risk is that some of the examples that relate to IT may not transfer to other industries. Examples and references to papers from non-IT industries would provide the breath that this book lacks. Research methods focus primarily on Google searches, almost crowding out the wealth of other sources--especially the non-web based ones--that are easier to search and are more efficient in providing relevant insight.

Using white papers as marketing tools focuses almost exclusively on web-based search engines, severely limiting the marketing options available. Most readers assume that authors are knowledgeable in their subject matter. Thus, the introduction containing Stelzner's personal history is unnecessary.

Chapters 1 and 2 would greatly benefit from better organization, and chapter 8 would be more readable if it were divided into smaller chapters. Figures and sidebars are not labeled and are not referenced in the main text (Chapter 10 is a notable exception). The main text could use the services of an editor with an eye for grammar (eliminating the inappropriate use of "secondly"). The main text is not right justified, making the ensuing highlighting jagged. Also, the quality of the paper is such that the highlighting bleeds through the page.

Overall, the content covered in Writing White Papers is practical and useful. From this perspective, it is an excellent, albeit narrow, reference. However, it reads more like a draft copy than a final publication.

Armchair Interviews says: Good information that could have been much better if overall presentation (editing, paper, etc.) was improved.