If you search online for white papers on your area of expertise and randomly read a few of the links, you will invariably find that the reports which hold your attention are the ones that are reader-oriented rather than product-oriented. The key to writing a white paper report is to focus on the concerns of the reader while establishing your authority on the subject, and introducing your product or service as a solution to his concerns.
Instructions
1. Understand your target audience. Find out who is going to read your white paper -- technically qualified people, administrative staff, marketing executives or top level management. Choose your approach according to the target audience. Provide thorough technical specifications if your white paper report is meant for circulation to subject experts. Focus on business improvement potential when you target your white paper to business executives.
2. Establish credibility. For the reader to maintain interest in your product, she first has to understand why she needs it. Avoid starting with claims like, "This product from ABC Company will put an end to your XYZ woes," because the reader may discard it as just another sales pitch. Instead, begin by stating the problem. Write about the issue at hand in terms of how it was identified, how it has been handled in the past, the advantages and disadvantages of the various approaches, and what an ideal solution should look like. Provide examples and statistics that back up your statement. To further support your credibility, keep your writing concise and cohesive without diverting into unnecessary asides.
3. Use plenty of visuals. Graphs, images, charts, schematic diagrams, examples and case studies make for compelling content, as they can be appealing and easy to understand. Include many such visuals that will lead the reader through the white paper, from start to finish.
4. Promote your product. By the concluding sections of your report, the reader should believe that his problem or need requires a solution. Provide specific details of your solution to the problem; highlight its benefits and use relevant data to prove how it is a cut above other similar products in the market.
5. Call for action. Ask the reader to order online or by direct email, or call your office for further details. Provide all relevant contact details for further communication.
