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White Paper Writing Guide White Paper Writing Guide ow to achieve marketing goals by explaining technical ideas Al Kemp Copyright © 2005 Impact Technical Publications. All rights Gill Sans® is a registered trademark of The Monotype reserved. Corporation. This book uses the names of fictitious organizations (Acme Futura® is a registered trademark of Fundicion Tipográfica Company, NewOffice Company), products (ElectroWork- Neufville. Flow), and periodicals (The Office Automation Report). Any resemblance between these organizations, products, and LEGATO® is a registered trademark of LEGATO Systems, periodicals and any real organization, product, or periodical Inc. with the same name is purely coincidental. Monotype Baskerville™ is a trademark of Agfa Monotype Apple® and iPod® are registered trademarks of Apple Corporation. Computer, Inc. Palatino™ is a trademark of Linotype-Hell AG. Acrobat®, Acrobat Reader®, Adobe®, Adobe Garamond®, Myriad®, Photoshop®, and Utopia® are registered Trend Micro™ and Trend Micro™ Network VirusWall™ trademarks of Adobe Systems, Inc. are trademarks of Trend Micro Incorporated. Charlotte Sans™ is a trademark of Esselte Pendaflex. All other trademarks are the property of their respective owners. CONTENTS Introduction 5 Create a Desktop Publishing Template 38 White-Paper Pitfalls 6 Produce a Mock-Up 38 The White-Paper Development Process 6 Phase 6: Write 39 Phase 1: Assess Needs 7 Start with the Storyboard 39 Define the Goals 7 Write Iteratively 39 Define the Audience 8 Educate your Audience 40 Analyze the Audience 9 Explain Concepts Clearly 42 Describe the Subject Matter 10 Demonstrate Business Value 47 Develop Strategies 11 Highlight Key Points 51 Prepare the Needs Assessment Worksheet 12 Put Supplementary Material at the End 51 Summarize the Content 51 Phase 2: Plan 13 Identify Sales Processes & Related Marketing Phase 7: Illustrate 53 Publications 13 Use the Right Resolution for your Graphics 53 Choose Delivery Media 14 Tell the Story Visually 53 Identify Personnel Needs & Assemble a Team Use Charts to Show Data 54 15 Use Diagrams To Make Comparisons without Identify Reviewers 16 Data 57 Choose Desktop Publishing Tools 16 Use Flow Charts to Show Processes 57 Estimate Costs 16 Use Illustrations to Explain Concepts 58 Prepare a Schedule 18 Use Interactive Graphics in Electronic Prepare the Project Plan 18 Documents 58 Use Illustrations to Emphasize Major Points 59 Phase 3: Acquire Information 19 Use Tables to Highlight Information 59 Gather Information 19 Use Sample Screens and Reports to Show Analyze Information 21 Capabilities 60 Use Illustrations to Show People, Places, and Phase 4: Organize Content 25 Objects 60 Create an Outline 25 Create a Storyboard 27 Phase 8: Review, Revise, & Approve 61 Review the First Draft 61 Phase 5: Design the Look & Feel 31 Revise the First Draft 62 Design with your Audience in Mind 31 Prepare the Final Draft 62 Choose a Page Size 32 Review the Final Draft 63 Choose Colors 33 Revise the Final Draft 64 Design the Basic Page Layout 33 Test the Content 64 Make Typographical Decisions 34 Obtain Legal & Financial Approval 64 Specify your Design Elements 36 Obtain Approval to Publish 64 Design a Title Page 38 Design a Cover 38 3 WHITE PAPER WRITING GUIDE Phase 9: Publish 65 Appendix C: Seven Excellent White Papers 73 Generate Output for Publication 65 1. Introducing the Digital Negative Check the Output 65 Specification: Information for Manufacturers Save your Files 66 73 2. Redefining Security to Combat Today’s Final Thoughts 67 Malware Threats 74 3. Radio Revolution 75 Appendix A: Five Myths about White Papers 69 4. Podcasting & Vodcasting: a White Paper 76 1. Business executives will not read a long white 5. Records Management Redefined: From The paper. 69 Backroom To The Boardroom 77 2. Audiences should read the entire white paper. 6. eXtensible Metadata Platform 78 69 7. Corporate Blogging: Is It Worth the Hype? 3. Never make assumptions about the audience’s 79 knowledge of subject matter. 70 What To Do if You Can’t Access an Example 80 4. To sell drills, talk about holes. 70 Have I Overlooked an Excellent White Paper? 5. Everything in a white paper must support its 80 abstract. 70 Index 81 Appendix B: Three Mistakes when Starting a White Paper 71 About the Author 87 The History Lesson 71 The Joy of Technology Syndrome 71 The Laundry List of Problems 72 4 INTRODUCTION A white paper is – in its broadest definition – a paper may explain how a new technology solves detailed and authoritative report. The traditional business problems, and it may demonstrate how a goal of a white paper has been to educate readers new product implements the technology. A white about a complicated political or scientific subject. paper may explain how a new methodology works, and it may document cost savings at organizations In contrast, product brochures and other market- that have adopted the methodology. ing collateral persuade readers to make purchases. This approach works well for commodities like For the purposes of this guide, a white paper is any furniture, personal computers, and motor vehicles. business document that achieves its goals by edu- Basic performance is warranted, and prospective cating its readers. Four common goals are: customers can compare products in showrooms to Ⅲ Selling a product or service evaluate the capabilities that distinguish one prod- Ⅲ Promoting a technology uct from another. But companies selling new prod- Ⅲ Funding a project ucts and services based on complicated advances in Ⅲ Establishing a reputation for expertise information technology are finding that traditional marketing collateral do not persuade prospective There are many valid goals for writing a white customers to make purchases. Prospects are wary paper. Goals drive content decisions but do not that products and services may not live up to the determine whether a business document is a white marketing hyperbole. A prospect may not be able paper. Education is the key. Elaborate product bro- to evaluate an expensive enterprise software prod- chures may be called white papers, but if they per- uct before it has been purchased, customized for suade without educating, they are white papers in the client, and put into production. Purchasing name only. In contrast, many educational business mistakes are costly and time-consuming at best. documents that meet my definition of a white Prospects must be convinced that these products paper have other titles: technical overview, position and services deliver the business value that their paper, case study, and so on. vendors claim in the marketing literature. Corporate decision-makers, business analysts, and To market new products and services based on technical specialists increasingly rely on white complicated advances in information technology, papers for information to evaluate new technolo- companies have taken the traditional white paper gies as well as products and services based on those and modified it to fit their needs. The new breed of technologies. A well-written educational white white paper achieves marketing goals by educating paper exerts tremendous influence on its readers. readers about technical subjects. It combines a large amount of education with a smaller amount This guide explains how to write educational white of persuasion. For example, a white paper may papers that achieve marketing goals. Many princi- educate its readers about technological innovations ples, tips, and techniques apply to any business-to- and show how those innovations are creating a business communication that requires a clear market for new products and services. A white explanation of technical ideas to achieve its goals. 5 WHITE PAPER WRITING GUIDE White-Paper Pitfalls The White-Paper Development Process While researching the material for this book, I read This book describes a process that helps writers hundreds of white papers. I spent a day examining think “outside the box.” The process encourages white papers voted the year’s best by a white-paper discovery: finding powerful new ways to present repository on the Web. If those were the year’s best, ideas. You may miss the discoveries if you simply the year’s worst must have given new meaning to create an outline and expand it into text. the word inadequate. Frankly, many publications with “white paper” in the title are not white papers The process has nine phases: at all by my definition because they make no 1 Assess needs attempt to educate their readers. They market with 2 Plan a vengeance. They proclaim everything and explain 3 Acquire information nothing. 4 Organize content 5 Design the look & feel A step up from the rambling, overly long product 6 Write brochure is the template white paper. During my 7 Illustrate research, I found many content templates: generic 8 Review, revise, & approve outlines for writing white papers. The people who 9 Publish develop these templates desperately want all white papers to fit into one mold. But the contents of If you must write a white paper quickly, you may effective white papers, like the contents of other be tempted to skip several of the phases. Don’t do types of writing, do not fit into one generic out- it! You must assess needs, plan, acquire informa- line. With compatible subject matter and a bit of tion, and organize content. If you skip any of those luck, a template may yield a decent white paper. phases, your white paper will most likely fail to achieve its goals. To make matters worse, you will But what if the subject matter is new or the run into stumbling blocks while writing. Those approach you want to take is new? What if you are stumbling blocks may cost you more time than competing against a large company that can pro- you would have spent in the phases you skipped. duce an endless supply of template-based white As a guideline, spend 20-33% of your time on the papers? What if “decent” is not good enough? first four phases.
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