Marketing Consultancy

In times gone by, the term 'white paper' referred primarily to a document often published by governments or authoritative bodies as a policy guideline. These days the term has been hi-jacked by business to refer to any authoritative report or guide that addresses industry issues and how to solve them.

In reality, they are a sophisticated technical sales and marketing tool designed to declare knowledge, independence and recommendations on a subject in a technical and non-overtly salesy way (even if they really are!).

Publishing a White Paper
To make your core company info accessible, you need...

• A word document with a technical overview
• A summary of your invention or expertise
• An outline or schematic of your product or service’s application
• A flow chart of the process

They’re boring. They are hard for customers to understand. They have no independent view point. However, combine all these elements together backed by independent research into a white paper, and you have something that appears both authoratitive and informative.

• Your Authority to write the Document
To give a white paper meaning your first have to establish what gives you the authority to write it.

• Independent Research/Percieved Market Wisdom
It never hurts to re-iterate current thinking or trends whether you are going to contrast or sympathise with them.

• Verifiable Quotes from Credible Sources
Including published quotes from indivduals, authorities, publications. etc helps to set the scene.

• An outline of Your IP/Patents
Time to show your place in the great scheme of things and highlight your main difference or USP.

• Current Market Studies
Graphical summaries of existing market size or direction helps to further paint the landscape.

• Legislation and Compliance
It is important that knowledge or awareness of industry issues has been taken into account with your assertions.

• Short Read Bullet Pointed Summaries
For readers who skim detailed information, the benefits of your company are still understood at the end of each section in summary form.

• Conclusion and Reccomendation
It is important that your white paper has a conclusion and in particular a recommendation for good business practice.