Do you read white papers to help you make decisions and learn about new technology?

White papers can provide a wealth of information on a number of topics at no cost. The Wikpedia definition for a white paper is as follows:
“A report or guide that often addresses problems and how to solve them. White papers are used to educate readers and help people make decisions. They are used in politics and in business.” According to Gordon Graham – a white paper author – they “are used early in the sales cycle, before the prospect makes a purchase.”

The reasons that readers use white papers were collected during a Forbes.com and Bitpipe survey and summarized, as follows, on Gordon’s website. “To stay on top of new and emerging markets or trends (76%); To get information about products and vendors (69%); To compare products (50%); To help justify potential buying decisions (42%); To develop a short list of qualified vendors (33%).”

Written material, however, varies in quality. Good whitepapers provide the reader with much needed background information on a topic, while others are simply sales pitches masquerading as educational information. What distinguishes a good white paper from a bad one? The following information may help a reader evaluate a white paper more closely.

Michael Stelzner – an experienced whitepaper author – classifies papers by type. Understanding these classifications may help a reader select the most appropriate type of paper. Stelzner considers engineers the target audience for technical papers, decision makers the target audience for “business benefits” papers and “both influencers and decision makers” to be the target for “hybrid” papers (a combination of both previously mentioned types). He identifies a fourth type of paper for government readers who typically represent a smaller audience.

The Appum Group identifies common mistakes made in whitepapers. Some of these errors include “acronym abuse,” lack of flow for ideas, incorrect length, no summary and “theory without reality.” In other words, a good paper will clearly present a solution without assuming the reader has specialized knowledge. It will typically (but not necessarily)be between 8-10 pages in length and should contain a quick summary up front to help the reader decide whether or not to read on further. A white paper should include practical suggestions or real-life examples. The solutions presented should be generic and not vendor specific.

Happy reading!


References:

The Appum Group. “What’s wrong with most whitepapers?” [www.whitepapercompany.com]. Obtained August 8, 2008.

Graham, Gordon. “White Paper FAQ (Frequently Asked Questions)” [www.thatwhitepaperguy.com]. Obtained August 8, 2008.

Stelzner, Michael A. Writing White Papers. California: WhitePaperSource Publishing, 2007.