Software Business

Published date: June 06, 2008

Why and How to Write White Papers

How to Promote my Software Business with White Papers?

Adriana Iordan, Web Marketing Manager, Avangate

Software Business, Published date: June 06, 2008

White papers have become a popular marketing tool especially in the field of business and politics.Corporations aim to sell information or new products as solutions to their customers by posting a whitepaper online.The purpose of a white paper is to educate readers and help them make decisions in choosing thesoftware that suits their needs best. In this case the document in question can quickly turn into acommercial tool that advertises the company's products or services.Perry Marshall, authority in online-marketing at Google AdWords considerswhite papersas the mosteffective marketing tools and gives us the trivial example of the "drill". When buying a drill, what do weconsider first? The drill or the hole after drilling? This is the logic one we should focus on if we want toincrease our sales.

Benefits of Writing White Papers

•

It generates more sales, credibility and trust;

•

Your paper gets to be known by IT directors and corporate executives, so if your paper getsread, you win a lot out of it provided your paper is well-written;

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It makes readers curious also about what you have to offer;

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Readers respond positively when advertising a problem-solving information;

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Online users are searching for quality content.

www.avangate.com

Software Business

Published date: June 06, 2008

From the creator's point of view, it is good to know that sales can be much increased provided that thepaper is professionally written. Elaborating such a paper is not supposed to be overwhelming nor causeburnout effects, and given that you keep your focus, then you'll have the best out of it.When writing a white paper you should mainly concentrate on the problems your customers may haveand only later provide them with solutions. This is when your audience is likely to read the white paper. If you give solutions first, the audience is prone to turn away from the very beginning. Thus, it is vital toemphasize on the reader's interests and desires above your own.

Why it is Important

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A white paper is effective no matter what kind of business you have, i.e. business-to-businessor business-to-consumer;

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A White Paper offers solutions to your prospects' problems;

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It doesn't try to praise your company or products;

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It makes the reader curious when reading it;

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It urges the reader to take action and search more for the problem solving product.

How to Write a White Paper

Writing a white paper is not an easy task and it can definitely be a challenge. First of all you have to thinkabout how to make it short and concise, but still convey the right ideas to the prospect. Then you need topay attention on the language you use. Don't sound too complicated, avoid technical expressions asmuch as possible and try to provide real information in order to be credible. Make the headlines clear and specific.Here are some guidelines on how to

organize

your white paper:

•

Introduction

- gives you an insight of the paper without stating the whole conclusion. It shouldbe not longer than one paragraph. Sometimes customers read only the introductory part andthe conclusion, so better provide material that gives them a reason to keep on reading.

www.avangate.com

Software Business

Published date: June 06, 2008

•

Problem

- provide readers with general information that helps them understand facts aboutcertain issues and to identify themselves with the problem described.

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Solution

; propose your solution to the problems in question, explain how the software works ingeneral. Given enough details, readers can make their own decisions about the usefulness of the proposed solution.

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- tell the readers about your product or services but ONLY after you haveconvinced them of the truths of your argument. Explain them why your solution is the bestavailable. Talk about the benefits and provide supporting evidence.

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Conclusion

- write a one paragraph summary of why your solution is the best. Emphasize theadvantage of using this product as well as the disadvantage of not using it. Also, don't forgetto mention the works cited and the hyperlink sources you used. Give the reader details abouthow you can be contacted. Visit your site? Contact your company?Michael Stelzner presents in his book,Writing White Papers: How to Capture Readers and Keep ThemEngagedsome tips about how to make a white paper a successful marketing tool. Here are someoutlines on how to

write

your white paper:

•

Use graphics, charts, diagrams, tables and photos. They make a white paper more appealingand convincing and they are likely to increase its credibility.

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Give examples and study cases, they are much sought after. Readers want to see facts, realcases, inspiring stories.

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Use casual, easy-understandable language.

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Stick to no more than 25 pages. The length of a white paper usually varies between 4 and 25pages. Writing more than that becomes risky, as you may lose the audience.

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Cite third-party sources (analyst research or industry reports) whenever is possible.

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Avoid direct selling. People hate the idea of knowing that they are offered something for money. Write in a positive "non-salesy" style.

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Focus on benefits more than features. This is how they'll know that you are not trying to sellthem something they don't want. They have the opportunity to see what the service is for. Justas simple.

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Use new and practical information. It would be a pity to pass on information that is maybeout-of-date. So, a deep research on the topic is more than recommended before startingwriting a white paper.