Your Guide to Writing, Promoting and Using White Papers for Business
A white paper is generally a 10 to 14 page document. There will be two kinds of people who will go through it, detailed readers and browsers. Most of the readers will read every inch of it with detail and will want to find out everything about it and then there will be others who will go through it briefly and read bits and pieces they find interesting.
The white paper will be mainly written for the people who go through it in detail, but you need to make sure you make it friendly for the quick browsers too.
Below are a few tips that will help Browsers navigate through your white paper quickly and read the important parts:-
1. Headline and sub headline: The head line and sub headline need to let the browser know the main aim and benefit of reading the white paper. Both of them need to be around the length of 14 words.
2. Introduction: Think of your white paper introduction as a mini white paper. The aim of the introduction should be to summarize all the contents of the white paper, so that the browser can learn about all the contents of the white paper by just glancing through the introduction. This will also get the detailed reader curious to read the rest of the white paper.
3. Introductions to each section: Introductions to the different sections (history, problems, solutions, company information) need to explain the contents of each of these sections in more detail, to make it easy for the browser to follow.
4. Headings for everything: Sub-headings for each section, each problem, each solution, etc. need to be provided to make navigation easier for both the reader and the browser. The sub-headings will help the reader in choosing bits to read.
5. Side summaries: Side summaries need to be provided especially for the important paragraphs, to let the browser know more about that particular part of the white paper, so that it can encourage them to read those parts.
6. Summary of the entire white paper: Summary of the entire white paper needs to be written to let the browser know how they can implement these solutions and how to use them to perform better.
Hope this article was helpful.
To learn how to write a white paper which is both reader and browser friendly, read our free white paper, “Understand and Write White Papers.”