RMIT Classification: Trusted

When Assignment 3 rolls around...

1
 RMIT Classification: Trusted

COMM2495
Professional Writing

Week 9
Features
White papers
2
 RMIT Classification: Trusted

Part 1
Features

3
RMIT Classification: Trusted

4
 RMIT Classification: Trusted

PRODUCT/ SERVICE FEATURES

Service/ product features are the functionality, attributes,
capabilities and visual characters, etc... that deliver benefits to
the clients/ customers.

(Apple)
5
 RMIT Classification: Trusted

TYPES OF FEATURES

PHYSICAL The tangible aspect of the product,

including the material, colour, components and design

FUNCTIONAL The capabilities of your product, the things that it does, and
how it works

ADDED VALUE The services and extras that come with your product or
whether it has something that elevates it above others in
the same market

6
 RMIT Classification: Trusted

Physical features:
Ultra-thin 18 coil
design, modern
design, leather surface

Functional features:
Charges three devices
at once, up to 7.5W
charging speed

Added value
features: FreePower
firmware update

7
 RMIT Classification: Trusted

PRODUCT FEATURES VS BENEFITS

Benefits are the value that users gain from using that
functionality.

Product/Service Feature Benefit

Automobile Reverse automatic braking Enhanced safety
Toy robot Built-in rechargeable battery Convenience, ease of use
Financial software Custom analytics report Flexibility, configurability
Online training portal Search and filter options Time-savings, interactivity

8
 RMIT Classification: Trusted

PRODUCT BENEFITS

9
 RMIT Classification: Trusted

INDUSTRY EXAMPLES

Ferrari
https://www.ferrari.com/en-EN/auto/812-gts

https://www.meta.com/blog/quest/future-of-work-meta-connect-2022-quest-
pro-microsoft-
accenture/?utm_source=www.meta.com&utm_medium=oculusredirect

Samsung
https://news.samsung.com/global/take-a-look-at-the-award-winning-dacor-
kitchen-theater-where-luxury-meets-innovation

10
 RMIT Classification: Trusted

WAYS TO WRITE PRODUCT FEATURES &

BENEFITS
Infographics Advertorials / Press Testimonial (Customer
releases story)

Product How-tos Recaps/ Reviews

description

PRO TIPS:
• Don't cram in numbers & facts
• Tell a story
• Have characters
• Use a conversational tone11
 RMIT Classification: Trusted

Activity
What 2 content formats would you use?
Where will you publish them?

Client Duolingo
Product Duolingo Max launches GPT-4 to help with
language learning

Goal To introduce Duolingo GPT-4 to potential

users

12
 RMIT Classification: Trusted

Part 2
White papers

13
 RMIT Classification: Trusted

How well did you know this week's lecture?

Quizziz - try to score 100%!

14
 RMIT Classification: Trusted

WHITE PAPER
A white paper is a document
used by businesses to explore a
certain topic related to its
product or service.

White papers are also used by

NGOs and governments to
highlight a social/
environmental issue, or to
measure public opinion on new
policies.

15
RMIT Classification: Trusted

16
 RMIT Classification: Trusted

ACTIVITY - WHITE PAPER CONTENT

Skim the Google/ Deloitte/ Publicis white paper examples.

Find out:

1. The structure (what are the main sections/ sub-sections?)

2. The elements (what multimedia elements are included?)

3. The topic (what topic was discussed? Why is it relevant?)

4. The tone (What tone of writing was used?)

5. The layout (What does the design look like? How are paragraphs/ multimedia
elements presented? What fonts/ colours were used?)
17
 RMIT Classification: Trusted

TYPES OF WHITE PAPERS

BACKGROUNDER PROBLEM/ SOLUTION

Goal Simplifies difficult technical Showcases solutions to an

info existing problem

Content Explains the technical Outlines the pain points of a

features of a product or specific problem faced by
service. potential customers

Presents a data-
based argument about how a
featured product or service
helps solve that problem.
18
 RMIT Classification: Trusted

WHITE PAPER TOPIC

What is a good white paper topic for Duolingo GPT-4?

1 The global development of AI-based language learning

2 4 ways to make the best of the Duolingo GPT-4

3 5 takeaways from the Duolingo GPT-4 launch event

4 Celebrities shared their experience with Duolingo

5 How GPT-4 helps language teachers with their work

6 A detailed review of popular AI-based language apps

19
 RMIT Classification: Trusted

WHITE PAPER STRUCTURE

SECTION CONTENT
1 Table of contents A bullet-point, hyperlinked list of your document

2 Executive summary A 1-page summary of the entire document

3 Introduction An overview with details on methodology and

reasons why the document is important

4 Body Various sub-sections on key points and highlights,

together with multimedia contents

5 Conclusion Key takeaways for your reader / data info

20
 RMIT Classification: Trusted

WHITE PAPER MATERIALS

TYPE OF CONTENT ELEMENTS

Text Facts that have been verified and based on research

Quotes from authoritative figures

Numbers & figures (verified and researched)

Case studies

Multimedia Photos & illustrations

Infographics, tables, charts & graphs

Maps, timelines
21
RMIT Classification: Trusted

22
 RMIT Classification: Trusted

Part 3
Assignment 3

23
 RMIT Classification: Trusted

WEEK 10 IN-CLASS REVIEW: YOUR IDEAS

Please prepare:

1 One white paper idea

- Topic
- Basic structure

The better prepared you are, the more detailed my feedback will be
and the sooner you'll be able to start your ASM.

24