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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