If you tickle readers’ interest in the first
three seconds, they will allocate another 30
seconds to read further.
problem-solving information to an identified target audience. They are primarily
educational in nature, not self-promo-tional. However, their format provides
a natural platform for promoting your
capabilities and establishing your reputation as a subject matter expert.
Because white papers offer useful
information instead of directly soliciting business, they often penetrate
communication overload of the
current marketplace more effectively
than advertising and other forms of
self-promotion. And when you offer
information that contributes to the
success of your audience, relationships
can develop that may eventually lead to
increased referrals and revenues.
White papers can take a variety of
forms, including the following:
“Buzz pieces” that describe problems faced by your target audience and
offer your recommendations for solving
them. This format allows you to present
your approach and capabilities in a persuasive, soft-sell manner.
Special reports that highlight
industry trends and new developments of interest to your readers. This
is an excellent way to establish your
reputation as a thought leader.
How-to guides, checklists and
toolkits that will help your clients
implement new procedures, avoid
potential problems and navigate
complex challenges.
Case studies that will allow your
readers to profit from the experiences
of others. As you describe how you
helped organizations solve their problems, you are subtly and convincingly
showcase your capabilities.
HOW TO PICK YOUR TOPIC
The first important task is to choose a
topic that is interesting and useful to
your target audience. Make the effort to
see things from your readers’ perspective. What issues concern them? What
do they want to know? What questions are on their minds? Offer valuable
information to your readers. They will
appreciate your thoughtfulness and will
be inclined to reward you with their
loyalty and ultimately their business.
Generally, your topic should be
about some aspect of your area of
expertise. This takes maximum advantage of your knowledge, and it will
further establish your reputation as a
subject matter expert.
Perhaps it goes without saying that
you should be excited about
your subject. You can’t
expect your audience to
get excited about your
talk, if you’re not excited
about your topic. In fact,
if you’re not excited
about your topic, perhaps
you should consider
changing careers!
HOW TO CREATE A
TITLE AND CRAFT THE
FIRST PAGE
Your title should capture your readers’
attention, and your first page should
hold their interest and motivate them to
keep reading. “Marketing professionals
refer to the ‘3-30-3’ rule,” says Michael
Stelzner in Writing White Papers: How
to Capture Readers and Keep Them
Engaged. “If you tickle the readers’
interest in the first three seconds, they
will allocate another 30 seconds to read
further. If your message is relevant and
interesting, they will spend three more
minutes with your white paper. Your
goal is to get readers into the 30-second
zone, and the only way to do that is
with an excellent title.”
Here are some title ideas to stimulate
your thinking:
• 10 Trends You Need to Know
About if …
• Six Key Qualities to Look for When …
• The Seven Biggest Mistakes Made by …
• Eight Questions You Need to Answer
Before You …
• A Checklist for Avoiding Costly
Mistakes When …
• How to Save Time and Money
When …
You don’t always have to put a number
in your title, of course, but catchy titles
with specifics have proved to be more
effective in grabbing people’s attention.
