A white paper is a comprehensive document used by companies, government agencies, and not-for-profit organizations to showcase the features of a product, service, or solution they offer or intend to provide. This type of document is often employed for sales and marketing purposes, aiming to influence potential customers and investors.
| Aspect | Description |
|---|---|
| What Is a White Paper? | An informational document issued by companies or organizations to promote or highlight solutions, products, services, or policies. |
| Purpose | Sales and marketing tool to persuade potential customers to learn more about a product, service, technology, or methodology. |
| Types | – Backgrounders: Detail technical features. – Numbered Lists: Present key takeaways. – Problem/Solution Papers: Identify problems and provide solutions. |
| Writing Approach | Typically at least 2,500 words, follows an academic style. Requires thorough research, accurate outlining, engaging introduction, easy formatting, and thorough revision. |
| Example | Microsoft’s cloud services’ white papers focus on educational content rather than direct sales pitches. |
| Use in New Industries | Cryptocurrencies have utilized white papers for ICOs to attract users and investors. Bitcoin’s white paper introduced the concept of cryptocurrencies. |
| Origins of the Term | Possibly derived from “Blue Papers” in 19th-century Britain, where less serious topics discarded blue covers and were published with white covers, earning the term “White Papers.” |
| Bottom Line | White papers are influential documents for conveying in-depth information about products, services, or solutions, backed by research and statistics, aiding decision-making. |
Key Takeaways
- A white paper is a persuasive document promoting a product, service, or methodology.
- Types of white papers include backgrounders, numbered lists, and problem/solution papers.
- White papers provide evidence that a particular offering is superior and can solve a problem.
- They are common in business-to-business (B2B) marketing, fostering communication between manufacturers, wholesalers, and retailers.
What you'll learn:
➤ Purpose of a White Paper
White papers function as sales and marketing tools to attract potential customers and persuade them to explore a specific product, service, technology, or methodology. They are particularly prevalent in B2B marketing, facilitating communication between various entities in the supply chain. White papers offer in-depth insights and educate readers by presenting well-researched facts supported by reliable sources, including data visualization elements like charts and graphs.
➤ Types of White Papers
There are three primary types of white papers: backgrounders, numbered lists, and problem/solution papers. Each serves a distinct purpose:
- Backgrounders: Detail technical features of a new product or service, simplifying complex technical information. Used for technical evaluations, product launches, and promotion.
- Numbered Lists: Present key takeaways of a product or service using headings and bullet points, providing concise information for readers.
- Problem/Solution Papers: Identify problems faced by potential customers and propose data-driven solutions. These papers can generate new sales, educate salespeople, and build industry interest.
➤ How to Write a White Paper
Writing a white paper requires a different approach than traditional marketing materials. Typically, white papers are at least 2,500 words long and follow an academic writing style. To create an effective white paper:
- Thoroughly research and define the topic.
- Create an accurate outline of information.
- Craft an engaging introduction.
- Format the document for easy reading.
- Revise and proofread meticulously.
➤ Example of a White Paper
Microsoft’s suite of cloud services offers white papers that delve into relevant topics such as cloud security and hybrid clouds. Unlike brochures, these white papers focus on educating readers rather than making a direct sales pitch.
Use in New Industries: Cryptocurrencies have utilized white papers during initial coin offerings (ICOs) to entice users and investors. Bitcoin’s renowned white paper, released by Satoshi Nakamoto in 2008, introduced the cryptocurrency concept.
Origins of the Term: The term “white paper” might have evolved from 19th-century Britain’s use of “Blue Papers,” where Parliamentary reports had blue covers. Less serious topics discarded the blue cover and were published with white covers, earning the term “White Papers.”
The Bottom Line: A white paper is a powerful tool for conveying detailed information about products, services, or solutions. Whether in the form of backgrounders, numbered lists, or problem/solution papers, these documents provide valuable insights backed by research and statistics, contributing to informed decision-making in various industries.
➤ References
- The 3 Types of White Papers and When to Use Each One
- How To Write a White Paper
- White Papers on the Cloud and Azure
