Struggling to get your thoughts in order? You’ve got all the makings of a winning white paper but the message isn’t as clear as it ought to be. The narrative is bogged down in the weeds, or lost in a fog of abstraction. OK, that’s fixable. Consider the three P’s: Pain, Pleasure and Persuasion.
Bonus P: Persistence. The white paper is only part of a larger marketing effort. Replay the message and amplify it via social media, video content, issue briefs, et al. Rather than mark the end of the discussion, let your white paper be an invitation to an ongoing conversation.
- Pain. What is your readers’ pain point? What problem are they actively struggling to solve? A white paper is more than just a product introduction, more than just a high-level industry insight. It should be pragmatic, hard-hitting. It should offer solutions. “Listen to us because we are going to make this better for you.”
- Pleasure. Having thrown a harsh light on the problem, the white paper needs to bring to life a world of potential benefits. Real-world case studies are often the strongest tool for demonstrating the solution in action: “Here’s how your competitors are succeeding.” If these aren’t available, a detailed “what-if” can serve the purpose. “What if you did it this way?” Detail the practical business benefits.
- Persuasion. When a white paper isn’t falling into place, step back and consider the tone. Are you merely informing, or are you building a business case? The strongest white paper makes a case through its content, structure and style. It’s always moving toward its unstated goal of persuading the reader that this is an Idea Worth Considering. Every paragraph should pass this litmus test.
Bonus P: Persistence. The white paper is only part of a larger marketing effort. Replay the message and amplify it via social media, video content, issue briefs, et al. Rather than mark the end of the discussion, let your white paper be an invitation to an ongoing conversation.
