Professional Documents
Culture Documents
White Papers
8. Conclusion....................................................... 10
1) Marketers:
Together with data sheets and product brochures, white papers are a key tool
in any marketer’s portfolio of promotional material. By reading this paper,
marketers will understand the reason white papers can make a powerful
contribution to their businesses.
3) Sales/Product managers:
White papers are one of the most effective tools to generate sales leads.
However, sales and product managers need to clearly understand the
difference between white papers and brochures or advertisements.
1
CMO Council – Technology buying and media consumption survey report - 2008
5) Internal communication
White papers also serve to educate your own sales force with the real-
world technical and business case details. It gives them the added
wisdom needed to close deals effectively.
Reach decision
makers
Generate sales
leads
Educate
prospects
GROW YOUR
White BUSINESS
Paper
Extended Raise
dissemination awareness and
create expert
reputation
Communicate
expertise
1) Abstract
One paragraph description of the purpose of the white paper.
Decision-makers frequently read only the abstract and conclusion of
white papers.
2) The challenge
Two-to-three paragraphs describing the challenge. (If needed, include
background).
5) Conclusion
One-paragraph summary of why the product is the best solution to the
challenge. Include a short review of the main elements to remember.
6. The team
Here are some typical roles involved in developing a white paper. The same
person may assume more than one set of responsibilities - for example, the
project manager may also be a content provider - but no roles should be
omitted.
1) Project manager
As in any development process, the project manager is the “glue” that
holds the project together. The project manager’s responsibilities
include setting the schedule; arranging meetings; locating and
delivering background documents; co-ordinating document review,
design, and production; and more.
3) Writer
A white paper is doomed to failure if the writer is not experienced at
writing the concise, convincing prose that this unique document
requires. Ideally, the writer of the white paper possesses strong writing
skills, technical understanding, and marketing experience, as well as
In the white the ability to extract meaningful information from a variety of sources
paper creation and translate it into coherent, compelling prose.
process, the
same person 4) Copy editor and proof reader
may assume Skilled copy editors almost always improve a white paper. They do
more than one more than check spelling and punctuation. They point out flaws in logic,
role. But no identify ineffectively developed concepts, and ensure clarity and
role should be continuity within the document.
omitted.
5) Illustration, design, and production staff
Visual appeal is as crucial for white papers as for any other marketing
document. Effective white papers employ illustrations and diagrams
that simplify and communicate complex information in a way that
complements the text. The visual design of the document as a whole
should accurately reflect the company’s brand and image, and adhere
to any existing guidelines.
Here are the main reasons that will cause your white paper to fail:
By combining market leading news content with a large qualified audience, our
publications are cost-effective and powerful medium for reaching decision-
makers in the industries we serve.
Phone: +33 4 99 52 28 70
Email: salesteam@decisionnews.com