What's Wrong With Many White Papers Today?

By Jonathan Kantor

When you see white papers that are posted on various Web sites today, many read like complex user's manuals. What are some of the specific things that are wrong with these types of white papers? Here is our short list of several of these problems:

Wrong Author

The most glaring criticism of many white papers is that they seem to be written by technical individuals that are not trained writers. A common mistake that most technology companies make is the assumption that someone who has used or developed a particular piece of technology is best qualified to be writing a white paper on that subject. If you want your paper to be read and understood by someone other than a developer, follow a simple rule: Subject matter experts don’t always make great communicators. Use a competent writer that can make highly technical information understood by business professionals if you want your white paper to generate results.

Lack of Visual Appeal

Graphics are a great way to reinforce a highly technical topic. Simple diagrams and charts will overcome the rapid boredom that occurs when a reader is presented with pages upon pages of text. When you prepare a white paper with too much text, you tend to bore the reader after about three pages. When this happens, the reader will usually turn to another website or solution provider for other white papers. As a result the time, effort, and money that went into producing that white paper will have gone down the drain. Use charts, graphs, diagrams, and tables to visually reinforce the key attributes of your solution and retain your readers' attention.

Complex Terminology

Today it seems that the use of technical terms (also known as "TLA's" —Three Letter Acronyms such as XML, Y2K, B2B, etc.) has run rampant throughout the high-tech industry. As is often the case, many technical writers use TLA's that assume the reader already understands their definitions and applicability within the content. In most cases the uses of these terms are not followed with any clear definition or analogy that confirms how the definition fits into the white paper topic. Once you use a technical term or TLA without a clear definition or example, you will usually lose the attention of your readers, at which point expecting them to finish the rest of your white paper often becomes moot.

Disorganized Subject Flow

Too many white papers jump right into the details of a topic without providing any background information as to why the need for that solution exists in the first place. In addition, many white papers jump from one topic to another without making any connection to the content that came right before it. Ask yourself the question, “If a Martian landed on the earth and asked you what the term “Data Warehousing” meant, how would you go about describing it in detail so he could understand it?” A good white paper assumes the reader knows nothing about the issue and walks them through a logical progression of information going from the broadest issues within the industry or business environment, to the specific attributes of the solution and how it solves the business challenges that were previously presented.

Theory without Reality

Many white papers expect the reader to believe the effectiveness of a solution solely by explaining the theory of how it works. While these theoretical concepts and models are essential in the educational process, it shouldn't be the only technique that is employed. Using case studies and "real life" business examples that reinforce theoretical concepts are essential in presenting how a particular solution can solve the specific business needs that have been presented in your white paper.

Lack of Summary

Have you ever read a document, and before you know it you’ve turned to the last page, only to feel as if you have just been left out in the cold? Just because all of the facts have been presented in your white paper does not necessary mean that your reader has fully grasped the key point(s) that you have intended for them to retain. The summary becomes an opportunity to do just this. Think of the summary section as your opportunity to wrap up the white paper and ensure that the key points you wanted the reader to understand are clearly presented and understood.

By avoiding these white paper mistakes you will be providing your customers with a great source of information, overwhelming your competition with a highly effective marketing weapon, and providing a method of generating highly qualified leads for your sales organization. White papers that are written in this fashion usually pay for themselves many times over.

Jonathan is a 20 year veteran of the computer and software industry, where he held a variety of sales and marketing roles at such companies as Digital Equipment Corporation, Apple Computer, Microsoft Corporation, and J.D. Edwards Enterprise Software. He is currently president of the @ppum group, a technical marketing firm dedicated to the creation and improvement of white papers for the business marketplace.

Find out more at www.whitepapercompany.com. You may reach Jonathon at jkantor@appum.com.