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Lisa Shepherd

•	 Make the title clear and attention-grabbing. Avoid buzz
    words. Be slightly provocative, if that will work with
    your audience, for example, “The Pitfalls of Manual
    Time-Keeping: Making a Case for Automating” by a
    company that sells workforce management software
    or “The Top 5 Online Database Attacks and How
    to Stop Them” by an Internet security company. A
    simple, to-the-point title will attract the right readership.
    Numbers work well in creating intriguing titles.

•	 On the first page, include a brief overview describing
    who the paper is for and what it covers. Is it for business
    development managers? CEOs? Let the reader know.

•	 White papers take an educational approach—they
    include market overviews, key trends, projections on
    market evolution, relevant findings from third party
    research papers and articles, historical data, and
    expert advice. A well-written white paper gives readers
    the impression that you have proprietary expertise and
    are willing to share it.

•	 Because white papers are meant to inform, they don’t
    mention a specific company or actively promote your
    business. If prospects sense that a white paper is selling
    to them—as opposed to providing useful expertise—it
    loses its value.

•	 White papers should be between four and fifteen pages
    long. Use sidebars, pull-out quotes, text boxes, and
    bulleted lists to emphasize key points. Including charts
    and graphs will support your arguments and add visual
    interest.

•	 End your white paper with a summary of implications
    for the reader. Including information on how the reader
    can use their new knowledge will help them take the
    next step, which may involve your company.

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                                                             © 2012 Lisa Shepherd
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