What Are White Papers & Does Your Business Need Them?

April 5, 2009 by admin
Filed under Business Management, Marketing

Government white papers have been around for decades. These documents are issued by the government to outline a new or impending change in policy. You might be thinking, “That’s great, but what does this have to do with Internet marketing?

The term “white paper” has been adopted for use in commercial purposes. A commercial white paper argues a point relevant to a technology or product. The purpose of these papers is to show decision makers that the product meets their needs.

Instead of focusing solely on the intricate technical aspects of the product or technology most white papers concentrate on the needs and interests of their readers. This approach has been proven to be more effective and less boring than bland technical details. It also provides the opportunity to appeal to the reader’s emotions which are a key factor in decision-making.

In What Circumstances Would You Need a White Paper?

White papers are not for every business. Businesses that sell products that are not technical or solve problems that need little or no explanation often have little use for white papers. Products that have been on the market long enough for people to be familiar with them benefit very little from white papers as well.

Businesses that have new product offerings, particularly those in the technology field, can benefit greatly from white papers. New technologies are of great interest to many but there is little opportunity to research them due to their newness. Writing a solid white paper on your new technological breakthrough can establish you as an expert in your field and introduce your product to those eager to get their hands on the next big thing.

Complex products are also well served by white papers. If consumers do not understand something but think it could benefit them they will research it. By writing a white paper about it you can be the one who helps them understand it. By helping them understand it you increase your likelihood of being the one they come to when they are ready to purchase.

Products that are expensive require a lot of thought from the consumer before making a decision on purchasing them. In the business-to-business market a purchasing decision often involves numerous people and possibly even committees. Writing a white paper pertaining to these products can be of great benefit to potential buyers. By providing them with helpful information you may be the one they come to once the decision is made.

White papers are helpful tools to those who are faced with tough buying decisions. By writing them you put yourself in a position to reap the rewards of being the one who took the time to explain the product’s benefits in a way that appeals to the reader. Those rewards can come in the form of sales and referrals.