Are these white paper mistakes killing your credibility? by catherinelane15

Are these white paper mistakes killing your credibility?

Boredom. Indifference. Apathy.

What do you need to consider?

These are not the emotions you want to rouse when people read copy you have written. Yet most of us can identify with starting to read something only to abandon it halfway through when our attention starts to wander. This can be true even if it’s from a company we’re receptive to, on a topic that is relevant to us. If it’s tedious to read, we just won’t bother. In these situations, whether we realise it or not, our opinion of that company and its products or services is diminished.

At worst, our trust is damaged so that, in the future, when we want information, we’re much more likely to look elsewhere. When you put together a white paper, you’re making an investment in terms of time, effort and money – all necessary in order to present the point of view you’re putting forward in the best possible light. The last thing you want is an end result that sabotages your credibility and alienates your customers.

Most marketers are switched on to the fact that well-written and thoroughly researched white papers can be an extremely powerful marketing tool for businesses. A white paper can connect you with customers, both existing and potential, in a way that nothing else can. It can help you educate your audience about how to solve current problems they might be facing. It can help you spearhead a debate, establishing you as a thought leader in your industry. And it can generate integrity and authority, by offering insight that is unavailable elsewhere.

Most companies are sitting on a goldmine of expertise that could help them build their brand exponentially. And sharing this knowledge via a white paper – taking advantage of an opportunity to offer customers something of tangible and lasting value while positioning your company as the go-to authority in a particular sector – makes absolute sense. So how exactly do companies get it wrong?

When to write a white paper • You want to explain a complex topic • You are keen to discuss new ideas that will prompt debate • You can offer an insight into industry issues

• You are launching innovative new technology • You can propose original solutions to market sector concerns

Are these white paper mistakes killing your credibility?

How and why companies get it wrong Actually, the mistakes companies make are remarkably simple. The following is a list of pitfalls to look out for that can kill your credibility when you publish a white paper.

It praises your company, products and/or service.

It sets out the problems, but not workable solutions.

White papers are not a direct sales tool and readers will quickly see through poorly disguised sales pitches.

It’s important to offer real solutions, supported by reliable research or expert third party opinions, that will resolve any issues you’ve outlined. The content of your white paper needs to focus on being so beneficial, innovative or compelling that it speaks for itself. Readers should feel that they’ve learnt something at the end, not that they’ve been sold to.

Instead, move the focus away from your company, product or service and shine the spotlight directly at the customer. What problems are they facing? What questions do they want answered? By demonstrating you understand the challenges your readers are up against, you’ll create an affinity that will keep people engaged and reading until the end. The link to your product or service can always come in a box out at the end.

If you don’t have the funds available to carry out extensive original research, don’t worry. You can interview industry leaders, heads of associations or customers you have already successfully helped instead. You can also refer to research that has been carried out by industry analysts or governing bodies. All of these will back up your claims and add credibility to your point of view.

It is written in the wrong tone of voice.

It covers old ground.

When it comes to white papers, it’s not just what you say, but how you say it. The topic you are discussing might be complex, but using incomprehensible technical jargon or words people need to keep using a dictionary to look up will not make for a gripping read.

To take full advantage of the opportunity to engage with decision makers, you need to bring something exciting and new to the table. It’s not a deal-breaker if your white paper covers wellworn ground – some issues are long-running, reoccurring and of constant interest. As long as you have an innovative take or fresh perspective to share, it is worth pursuing.

Yes, a white paper should be an authoritative delve into a subject so it’s probably not the best place for urban slang. And occasionally, it might be appropriate to use relevant technical terms. However, try to keep the language straightforward and simple. Using everyday language conveys approachability. We trust the familiar as it requires less effort to process and that, in turn, will keep readers reading, with their attention on the content. A good rule of thumb is to try to write as if you were speaking to the customer in person – professionally rather than formally, conversationally rather than casually.

If a topic has been robustly dealt with before, acknowledge it. Make clear the links between the issue and how it has been addressed in the past, but make it even clearer how others have been addressing it from the wrong, or a well-trodden angle. In other words, emphasise exactly what exciting new developments you’ll be bringing to the conversation that haven’t been heard before if you want to capture and keep someone’s interest.

Are these white paper mistakes killing your credibility?

How and why companies get it wrong

It’s poorly designed.

It’s poorly structured.

It fails to deliver what it promised.

Getting the design of a white paper right is key. It shouldn’t look like a glossy sales brochure, because it isn’t one. It should look like an academic paper. But that doesn’t mean it can’t be colourful, or contain charts and infographics.

It might sound obvious, but don’t forget that white papers should follow the same structure as any other good piece of writing. You need a clearly delineated beginning, middle and end, so that your line of reasoning is easy to follow.

The importance of a white paper doing what it says on the tin can’t be over-emphasised.

Even if budget is tight, make sure your copy is broken into clear sections, using lots of subtitles, and box out statistics and case studies to add visual interest.

To construct a truly persuasive argument, think about taking your readers from one place at the beginning to another place by the end. In order to get there, they need a path to follow. This is what we call a golden thread – a simple, clear narrative that is weaved throughout your document. When you’re writing your white paper, keep checking that all your points lead back to this single message.

People will pick up or download your white paper because they want to learn. An attentiongrabbing title and the promise of thoughtprovoking information might arouse curiosity in the beginning, but if the expected quality of content isn’t forthcoming quite quickly, people won’t keep reading, let alone take action in the way you’re encouraging them to. It helps to be unambiguous on what you are trying to achieve from the outset. Make crystal clear in the introduction which subjects will be deliberated over and pose specific questions around these.

Sidestepping these common errors means you are much more likely to produce a relevant, persuasive and readable white paper, that connects with your audience and boosts your credibility. Nobody will be bored, indifferent or apathetic. Instead they’ll be invigorated, informed and full of ideas on what to do next.

During the body of your copy, refer back to these points. In the conclusion, make sure you sum up your responses. Finally, give people an obvious route to take once they have finished reading – boxed out specifics on where to find more information along with details on who to contact for more help should do the trick.

At The White Paper Company, we live and breathe great writing and we are dedicated to getting the results you want. We always write with the reader in mind, so you can rely on us to know the best way to get your message across. We are proud to have written white papers for companies large and small, including Capita, CGI and Evolve Learning Group. If you need advice on how to write a white paper that generates credibility and trust, and offers something of tangible value to your clients, do not hesitate to contact Chris Lane on 020 7117 6015 or by email at chris@thewhitepapercompany.com We look forward to hearing from you.