AN OVERVIEW OF TODAY’S MODERN WHITE PAPER

One of the biggest challenges facing decision-makers is sorting through modern technologies that can help them achieve their mission.  Cutting through the noise and establishing your firm as a leader needs a marketing tool that meets the needs of your prospects.

A white paper can be one of the most persuasive items in your marketing toolbox and one of the biggest returns on your investment.  No other B2B marketing content establishes trust, generates leads, and moves prospects through the sales funnel as effectively as white papers.

After checking out the White Paper Overview below, Click HERE to download my FREE White Paper: ‘ How to Increase Sales to Public Safety Agencies Using White Papers.’  No sign-up required to download.

Very simply, white papers are fact-based marketing pieces for companies -- a lot like a persuasive essay, research paper, and buyer's guide all rolled into one.

But in reality, they are more than that. Historically, white papers began more than 100 years ago as government research reports. They took their roots in government policy and often set out proposals for legislative changes or the introduction of new laws. Back then and still today, white papers may advocate a change in methodology. They may also champion an organization's position or philosophy about a social or political issue, or another subject.

However, when it comes to B2B marketing, a white paper can be defined as a persuasive essay that uses facts and logic to introduce and promote a technology innovation, certain product, service or a solution to a problem.

These well-researched and factual reports are still a trusted format today. In fact, in a 2016 survey by the Content Marketing Institute, 71% of B2B marketers reported using white papers, up from 68% the year before.

White papers are
  • Built from narrative text
  • At least five pages long in portrait format
  • Provide educational, practical, and useful content, not a sales pitch
  • Provide well-researched facts, not just opinions
  • Are used before a sale, not after a sale
  • Include an introduction, abstract, or executive summary

White Papers are white papers....except when they're not. Profound, isn't it?

But maybe you know white papers as something else.  Though there may be differences in definition and definitely in opinion of what these documents are called, you may have heard white papers referred to by any of these following terms. Some are accurate, while others...not so much.

If need help sorting through all these, give me a call and I'll help you clear it up or we'll work together to figure out what you need.
  • e-Book
  • Case Study
  • Persuasive Essay
  • Rhetorical Analysis
  • Competitive review
  • Evaluator’s guide
  • Buyer's Guide
  • Comparative Analysis
  • Executive briefing
  • Issue Brief
  • Lead Magnet / Lead Generation Magnet
  • Market overview
  • Position paper / Position Statement
  • Product briefing / Product Review
  • Special report
  • Conclusions Paper
  • Technical Review, Guide
  • Information Package
  • Bait Piece
  • Prospectus
  • Resource List
  • Gated Content
  • Tutorial
  • Report / Research Report
  • User Manual
  • Manifesto

Loosely defined, there are dozens of types of white papers. However, all can be succinctly divided into three main categories. The Problem/Solution, the Backgrounder, and the Numbered List.


  Problem – Solution

The most powerful of all marketing white papers. Organize the white paper around a nagging industry problem that no one has ever properly solved, and the new, improved solution offered by your company.

Rates start at $3,000 - OCTOBER 2017 SPECIAL $2,500.

Features-Benefits / Backgrounder

Organize the paper around a series of features and the concrete benefits each feature provides. It drills down in to a B2B offering.

This kind of paper is most useful at two points:

  • To support the launch of a product or service
  • To support an evaluation of competing offerings from different vendors

Rates start at $2,500. OCTOBER 2017 SPECIAL $2,000

Numbered List / Listicle / Numerical

Enumerates a series of loosely connected ideas, facts, or arguments. It’s light and lively roundup of highlights about some issue.

Rates start at 2,000. OCTOBER 2017 SPECIAL $1,500


Beyond these three primary types listed above, white papers may also be classified into the below types.

Modular

Describe a sequence of similar parts, units, or components that can be covered in interchangeable order. In other words, break a complex system or machine into groups of components that serve a common purpose such as input/output, processing, or security.

Chronological

Organize the ideas along a timeline, reflecting events in the order in which they occurred or might occur. In other words, describe a series of events or a process from start to finish. “Begin at the beginning,” “and go on till you come to the end: then stop.”

Physical

Describe different concepts according to their physical or geographical location. In other words, organize a white paper by moving from one actual point in space to another.

Here’s an example: Describe a user on a smartphone connected through a VPN sending input to an app running on a server at the company HQ that updates a customer record in a database which is then mirrored to a backup database at a second data centre.

Each item in a different location plays their part in the whole network.

Use this approach to create networking diagrams for white papers. And once you have a diagram, it’s natural to describe the flow according to what you show in the picture.

Spatial

Organize concepts according to a physical metaphor or analogy. In other words, use a metaphor to describe a B2B system or offering, such as a three-legged stool or an ion-drive engine. The structure above uses the physical or real-world location of the items, while this structure uses a conceptual or metaphorical arrangement of the items.

Issues/Actions

Describe one or more business issues and the actions your company or client proposes to address them. This approach can focus more on the implementation, execution or tactical level, rather than the strategic level of many problem/solution papers.

Opportunity/Leverage

Describe a business opportunity and the leverage your company will implement to take advantage of it. This is an interesting approach if you’re trying to raise money from investors.

Form/Function

Organize the material around a single business concept, method, or technology with multiple applications or functions emanating from that central core.  Another way to think of this is as a hub with spokes.

Organize entire sets of white papers this way: placing one visionary white paper at the hub with multiple offshoots to describe different products or functions.  Every spoke explicitly references the central vision.

That’s a natural way to group all the coverage of issues like ease-of-use or security, and still link them back to the company’s grand vision.

Case study

A narrative that recounts how your company solved a particular problem or met the needs of a particular client. In the telling, you cover all the aspects of your business and its environment. However it’s hard to make a case that case studies are actual white papers. Though an abbreviated case study may be used inside a white paper, you can’t use a white paper inside a case study.

Argument/Fallacy

Raises arguments against your own case, and then rebuts them by pointing out the false beliefs that underlie them. This approach is most often done as a numbered list.  It’s an effective way to change a conversation by challenging some cherished beliefs of your audience.

Compare/Contrast

Organize the material  around a series of comparisons that show the differences between your offering and others. If this sounds like something a college prof might ask you for, you’re right. After all, white papers can be thought of as persuasive essays.

Matrix

Use a 2X2 or larger table to organize a complex set of concepts into a format that’s easy to digest, easy to follow, and easy to remember. A table can replace many words with a visual that’s far easier to absorb and recall. Though an entire white paper isn’t typically organized this way, it doesn’t hurt to include tables in white papers whenever possible. A simple table can give readers a mental map that truly helps them to understand an issue or a market space. Once a reader gets it, this map is very hard for any other vendor to dislodge.

Parallel Tracks

Drills down into a series of related ideas, with an identical set of subsets for each idea. This is something like using a table with the same rows for each column heading, or a database with the same categories for each item.

Rhetorical Questions

Ask, then answer questions that are likely to be foremost in your audience’s minds. This is likely to be packaged as a numbered list. Sometimes these questions aren’t in your reader’s mind, but you can suggest that they should be.

No other B2B marketing content establishes trust, generates leads, and moves prospects through the sales funnel as effectively as a good white paper. According to Gordon Graham, the foremost expert on writing white papers, a white paper can present your best research and your most persuasive arguments in a compelling format that can be repurposed into many other forms of content. Marketing Sherpa goes a step further in saying, "Probably the most important tool in the B2B marketer's kit is the white paper."

According to the findings from the 2015 Federal Media and Marketing Study, government decision-makers access information through an increasingly complex mixture of print, digital, mobile and social media. White papers and case studies lead the way for most trusted content at 41%.

That makes white papers the ideal marketing platform for any complex or expensive product aimed at public safety.
Build Authority and Demonstrate Thought Leadership
White papers build authority and demonstrate thought leadership papers in your industry, and they can be used to create or redefine a market space. Over 73% of IT buyers use white papers to investigate technology solutions.

Redefine a Market Space / Increase Market Share
White papers can help you stand out from competitor businesses and attract more customers than others by being innovative in your offers. Innovation is demonstrated in a white paper through a better solution than competitors in the space. This innovation and creates market demand, even when customers aren’t yet looking to fill a specific need.

Influence the Final Decisions Makers
White papers are the number one piece of marketing content that professionals turn to when making a buying decision; 77% of respondents read at least one white paper in the previous six months, and 84% of them rated white papers as moderately to extremely influential when making final purchasing decisions.10 This mirrors a 2016 survey that revealed 82% of B2B buyers relied on white papers to research their buying decisions.

Educate Prospects
Educating prospects with white papers is an effective tool in driving high-value leads. Yet this same marketing material can help to educate your own sales force or channel partners who may not fully understand the product and its benefits. More than 76% of IT buyers use white papers for education on a specific technology or issue.

Justify an Expensive Product
Law enforcement technology, by its very nature, can be expensive. A white paper has the ability be persuasive. A survey of IT managers showed that 42% of them read white papers to help justify buying decisions.

Improve the Sales Process
One survey reported that 72% of bad sales experiences result in a loss of revenue. When used as a guide or “leave behind,” white papers help improve the sales process, and close out sales. Pieterjan Bouten, co-founder and CEO of Showpad, stated, “Delivering the right content, in context, at the right time has proven to be critical to avoid a bad sales experience.”

Repurpose as Other Content
White papers have a longer shelf life and offer more possibilities to repurpose than any other content as articles, blogs, slide presentations, webinars, podcasts, infographics, press releases, videos, and social media posts. When properly optimized, they improve your SEO efforts and encourage inbound links.

Improve Lead Generation
White papers were ranked as “an excellent source of lead generation” by 74% of professional services companies,10 while white paper and eBook downloads were by far the top producers of leads, according to 59% of respondents.

Encourage Sharing
93% of IT buyers pass‐along up to half of the white papers they read,9 and 69% of prospects who like your white paper will pass it on to colleagues.15 In yet another survey, 89% of respondents responsible for making technology purchases passed white papers along to others.
Producing a solid white paper is far more complex to accomplish in just a few days. A good paper requires considerable research or deep subject matter expertise to provide context and to tell a cohesive story.

Many writers lack any process or skip over many of these essential steps. Without a disciplined process, a white paper can be thrown together without many of the necessary components. This is one reason so many white papers today suffer from so many common problem.

A poorly planned and executed white paper can fail to deliver the business results you hoped to see. Even worse, it can tarnish your credibility.

Proposal Stage: It starts with a simple, 15-minute conversation.
  • Conduct a short phone conference to get the necessary details to complete a proposal for you.
  • The proposal will include recommendations, ideas, best practices, pricing and timelines.
  • At this stage, you haven't committed to anything, and we can revise our ideas.
  • An initial deposit of 1/3 the total agreed upon price.
  • Client then completes the long form questionnaire followed by an initial kickoff conference call, preferably with all approving parties, to confirm the direction of the paper
Production Stage: Upon your go-ahead and receipt of the deposit, I'll get into the meat of the project.
  • Conduct thorough research that backs up every claim made in the paper;
  • Conduct key interviews with your experts, or from outside subject matter experts, as needed;
  • Create a draft Executive Summary for clients review and comments to confirm we are heading in the right direction
  • Create a detailed outline so you can quickly verify the approach is right on target;
  • Craft a paper whose message is as powerful as its salesmanship is subtle;
  • Use support illustrations, charts and graphs to let our facts stand out;
  • Circulate, Review and Revise the paper until you are satisfied with it;
  • The second 1/3 of the project fee is due at this time
Publishing Stage: Delivering the final product and marketing it effectively.
  • Forward the final draft a professional editor.
  • Complete a professional editorial print design to make your white paper pop and have an effective and lasting impression on the reader
  • Deliver a final, polished copy alongside a complete PDF file of all sources, if requested, for your records.
  • The third and final installment of the fee is due at this time.
  • Publish, promote, and syndicate if applicable.
A white paper can be one of the most persuasive items in your marketing toolbox.  However, your marketing teams are already busy. Who has the time or experience to write a lengthy piece of content like a white paper?

Working with a professional white paper writer can help you quickly take your white paper from idea to reality and turn your messages into compelling arguments.

WHAT TO LOOK FOR IN YOUR WHITE PAPER WRITER

Industry knowledge and technical competency
Does the writer understand your industry? Can they communicate complex concepts concisely?

Writers ask questions
They want to know as much as they can about the project so they can produce what you need.

Professionalism
Look for writers who maintain professional courtesy, communicate well, quickly respond to inquiries, and meet deadlines

Strong research skills
Ability to quickly find, analyze, and understand reputable information.

Excellent writing skills
This is the nuts and bolts of writing: grammar and spelling, choosing the proper tone, and getting the right words in the right places.

Persuasive and compelling
Different writers work differently and have different sensibilities. A writer should be capable of writing in a persuasive and compelling manner.

Interviewing ability
Can efficiently extract the key nuggets of information from experts.

SEO skills
A solid understanding of basic search engine optimization.

Writing voice
Should have a strong, confident writing voice that is clear, consistent, and easy to follow

Decision-makers want someone who understands their problem, and they want an answer to it quickly. This means that the white paper author must immediately capture their attention, identify their problem, and then subtly and thoughtfully convince them your products and/or services are the answer they have been searching for.

Here are some stats to look at if you are considering trying to do it in-house or with an inadequate budget.

Among organizations whose content marketing success was more successful than one year ago, the number one factor that 85% of respondents attributed to their organization’s increase in overall success was higher quality, more efficient, “Content Creation.” 

Among organizations whose content marketing success was less successful than one year ago, the number one factor that 52% of respondents attributed to their organization’s stagnancy was “Not Enough Time Devoted to Content Marketing.” The number two factor as given by 49% of respondents was “Content-Creation Challenges.” 

Here are just a few top reasons to consider hiring a professional white paper writer:

Benefit from Expertise
Professional white paper writers are adept at the latest tools and trends in writing and marketing and are well versed and up-to-date when it comes to essentials like SEO.

Achieve Better Results
Writing is a craft, and you benefit from the expertise of a skilled writer with an understanding of context, style, grammar, punctuation, and spelling.

Save Time
In-house content creation and development take time. A professional writer can leverage your engineers’ knowledge and your organizational goals by conducting interviews and weaving this information into a paper.

Benefit from outside objectivity
An outside writer is especially helpful in maintaining a sense of objectivity about your products or your company and can lend a fresh perspective that is sometimes better able to gauge your customers’ needs.

Achieve aggressive deadlines
Other important tasks often distract in-house writers. As part of their responsibility for delivering a superior product, professional writers must deliver on time.
Law enforcement industry sector knowledge
With two decades in law enforcement, including command experience, I have deep insight into public safety strategies, concepts, and processes. He recognizes the industry challenges related to reforms, technology, and governance.

Proven process
Each project includes a comprehensive needs assessment, outline development, extensive interviews, a detailed review of your solution, research on your competitors and your industry, skillful writing, support illustrations, layout development, editorial review, and revisions.

High-performance results
Many years of producing professional work content in a high-pressure environment with large work volumes and strict deadlines.

Skilled researcher
Years of experience and training in investigations, field research, database usage, and deep internet research.

Extensive writing experience
Twenty-one years of influential writing and over 1200 reports with the intent of providing persuasive and compelling arguments.

Influential writing
With over two decades of influential writing experience, Jeremy has the core competencies to create compelling and persuasive white papers that establish thought leadership, generate leads, and accelerate sales.

Polished interview skills
Over two decades of experience interviewing for business, administrative and investigative purposes.

SEO and inbound marketing skills
Training and experience implementing SEO & Inbound Marketing techniques without creating “clunky” content.

Professional writing style
Focused, authoritative content that people connect with without all the fluff, jargon, or lengthy wording.

A white paper can give you one of the biggest returns on your investment for your marketing dollars because it can be one of the most persuasive items in your marketing toolbox.


MY CURRENT FEE STRUCTURE  My rates are very competitive. My current white paper rates begin at:
  • Listical / Numerical $2,000 OCTOBER 2017 SPECIAL $1,500
  • Backgrounder - Features/Benefits $2,500 OCTOBER 2017 SPECIAL $2,000
  • Problem / Solution (the most powerful markerting paper) $3,000 OCTOBER 2017 SPECIAL $2,500

When you choose me, you are receiving a high-quality, effective white paper from a premium white paper writer who has deep knowledge of the public safety sector.

What you get for your investment with me:

  • Draft Executive Summary for comments and approval
  • Top-quality text with tables, pull quotes and footnotes
  • Business-quality graphics
  • Business-quality page design in Word
  • Reviewer’s checklist to keep reviewers on track
  • Revisions to incorporate comments(generally 2 revisions per project)
  • Design tips for your designer OR Design option available for an added fee
  • A document suggesting Marketing / Promotion tactics for your white paper

A white paper is a significant project in any marketing budget. Trying to do a white paper on a tiny budget will not yield best results.  Sure, you can find a writer for less. But can you afford to gamble on an unproven beginner?  That’s why hiring a professional white paper writer to help with your white paper is a smart investment.

Consider your return on investment for a truly effective white paper:
  • Build Authority and Demonstrate Thought Leadership
  • Redefine a Market Space / Increase Market Share around your product
  • Influence the Final Decision Makers
  • Educate Prospects
  • Justify an Expensive Product
  • Improve the Sales Process
  • Repurpose as Other Content
  • Improve Lead Generation
  • Land millions in sales

Terms: 1/3 payable in advance, 1/3 on delivery of first draft, 1/3 on delivery of final draft

Guarantee: Your satisfaction is guaranteed.

Let’s get started today planning for your white paper. Call me at (440)278-4034 Eastern or drop me an e-mail.

The sweet spot for a B2B white paper today is 6 to 8 pages of main body or about 3,500 words. I recommend about 8-10 pages, including summary, illustrations, and contact information.

I work to maintain the length between 4 and 12 pages, as I think that’s the perfect length. However, there can be an occasion for a white paper to be much longer.
White papers are sophisticated and complex documents that take considerable time and effort to properly produce. If rushed, if created by unqualified writers, or if a systematic process is not completed, the paper can encounter various problems.

Decision-makers do not have time to read through a rambling, imprecise, poorly-researched, and painfully-written white paper. They are not interested in straight sales copy.

One study among 1,400 business and IT executives across a range of industries indicated the following as the most common criticisms of white papers:19
  • 53%: Hype and puffery of offerings
  • 47%: Poor communication of business-value proposition
  • 45%: Too few proof-points that show ROI of the solution
  • 36%: Long-winded descriptions
Another technology survey had these criticisms of white papers:20
  • 48%: Expected a technology discussion, not product info
  • 39%: Not-problem-solving focused
  • 37%: Too product oriented
  • 33%: Misleading Title
Other common criticisms of white papers include:
  • Aggressive or overt sales pitch.
  • Focuses on self-promotion rather than prospect’s needs.
  • Does not understand and does not write for the audience.
  • Does not educate; discusses a broad topic, not a problem.
  • Lack of adequate research.
  • Poorly written, bad grammar, spelling, and punctuation
  • Impossible to skim due to poor design or typography.
  • Lack of SEO/keyword optimization.
  • Too long to be effective.
According to a White Paper Writer Industry Report, which surveyed 600+ professional white paper writers, the typical white paper can take up 50 hours or more to complete. However, any corporate writing project must allow time for interviews, research, outlining, drafting, graphics, and editorial print design. This is usually produced over 4 to 6 weeks of intense effort by a group of people, but more realistically,  6 to 8 weeks to get from the first planning interview to an approved problem/solution white paper. A numbered-list white paper or features/benefits white paper usually take a little less time.
Technology has advanced by leaps and bounds, changing the way safety forces everywhere do just about everything, and there is no slowing down. Sales of law enforcement equipment in the U.S. are expected to increase to $1.2 billion through 2020.

Technology acquisition and deployment decisions are highp riority topics for police, as law enforcement agencies at all levels of government spend vast sums on technology in the hopes of improving their efficiency and effectiveness.

This paper discusses the limitations of most traditional marketing approaches. It introduces an engaging, trusted, and effective marketing tool for public safety technology vendors: White Papers.

This White Paper is a solid sample of my writing that I think you’ll find useful for any industry. It’s also engaging and easy to read through, unlike the old boring white papers you may have experienced in the past.

Click HERE to download my FREE White Paper: ' How to Increase Sales to Public Safety Agencies Using White Papers.'  No sign-up required to download.