Simple Structure White Papers for Marketing Your Business
There are many different ways to market your business. One of the most effective is to use white papers. To be effective a white paper must provide information as well as a sales argument. Emphasis should be on the teaching aspect over the sales process. Here’s a simple structure to follow.
1. Introduction: A brief introduction tells your reader what the white paper will do for them. What it is about, but not the whole story. Don’t give everything away right away; give them a reason to read the entire white paper.
2. Define The Problem: This is where you show your reader that you understand the problem they are attempting to solve. State the problem in simple easy to understand language.
3. Product Description: A thorough understanding of how the product works is necessary to write this section. Describe how the product works and what it does, but not how it solves the customer’s problem. Your goal in this section is education, not sales.
4. Problem Resolution: In this section you get to explain to your customer how your product solves their problem. Factual evidence such as case studies or survey results can be used to support your claims. Like the master fiction writer, you should show rather than tell. Show them how others have used your product to solve similar problems. Help your customer draw the conclusion that your product is the best solution for their problem.
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