White Papers

successstorypro.com-case-study-benefitsWhite papers are persuasive essays that use facts and logic to solve a nagging problem for a business. You might associate white papers with old-school documents that were boring and technical. But today’s white papers use compelling stories to engage with readers. These papers identify problems and describe the solutions in a manner that may be detailed but need not be stuffy. Another way to describe them? White papers use facts and logic to present your best arguments as to why a business or individual should invest in your product or service.

When a white paper does its job, it will persuade prospects to contact your company, generating leads that turn into sales.

But white papers work for you even when they aren’t selling because they build credibility for your company. They show clients you are a forward-thinking leader in your industry that is setting the example of how a successful business operates and helps its customers.

When Do You Need a White Paper Versus a Case Study?

White papers allow you to go into deeper detail about a customer’s problem than a case study. While a case study is typically one to four pages in length, white papers are much longer (see below). You’ll find white papers are a better choice over a case study when you are:

  • Selling something that is relatively new
  • Selling something that is relatively complicated
  • Selling something that is relatively expensive.

But white papers aren’t just for promoting new products or services. They are also beneficial when you have a product or service that has been around but simply hasn’t gotten the attention it deserves. They can illustrate benefits to prospects in ways that other forms of marketing can’t because they don’t encase the detail of a white paper.

What Is the Format of a White Paper?

White papers can be any length, but the classic size today is generally 10 to 12 pages with six to eight pages of primary content:

  • Cover (1 page)
  • Table of Contents (1 page)
  • Executive Summary (1 page)
  • Main Content (5-6 pages)
  • End Notes (1 page)
  • Contact Information (1 page)