{"id":645,"date":"2014-06-09T16:47:28","date_gmt":"2014-06-09T16:47:28","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=645"},"modified":"2023-12-19T14:20:36","modified_gmt":"2023-12-19T19:20:36","slug":"does-your-company-need-a-white-paper","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/does-your-company-need-a-white-paper\/","title":{"rendered":"Does your company need a white paper?"},"content":{"rendered":"<h2>Here are three simple questions that can tell you whether a company needs a white paper:<\/h2>\n<ul>\n<li><strong>Are you selling something new?<\/strong><\/li>\n<li><strong>Something complex?<\/strong><\/li>\n<li><strong>Something expensive?<\/strong><\/li>\n<\/ul>\n<p>Any B2B vendor selling anything relatively new, complex, or expensive could benefit from a white paper.<\/p>\n<p>Whether you&#8217;re selling a product, a service, a technology, or a methodology, you still need one.<\/p>\n<p>Whether you use that paper to generate\u00a0leads, stand out from the competition, nurture a prospect through a long sales cycle, support a product launch, or whatever, you still need one.<\/p>\n<p>Here&#8217;s why.<\/p>\n<p align=\"left\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"https:\/\/thatwhitepaperguy.com\/images\/ERP_system.jpg\" alt=\"photo of spokes connecting balls in intricate shape\" width=\"600\" height=\"450\" border=\"0\" \/><\/p>\n<h3>Question #1: Are you selling something new?<\/h3>\n<p><strong>When an offering is brand new, your prospects need help getting the concept. <\/strong><strong>But it&#8217;s not easy for them to research.<\/strong><\/p>\n<p>There are no articles in trade magazines and no books about it. There are no forums or websites to visit; no trade associations to promote it.<\/p>\n<p>Once those exist and the offering becomes well-known, if that happens, the need for white papers is diminished.<\/p>\n<p>For example, when ERP came on the scene and started to replace the older MRP in the early 1990s, it was considered the cutting edge of technology.<\/p>\n<p>Many white papers were written to explain how the new-fangled Enterprise Resource Planning extended automation into areas such as engineering, finance, and HR.<\/p>\n<p>Today, nobody even bothers defining ERP.<\/p>\n<p>There are lots of resources on it: articles, books, websites, and forums.<\/p>\n<p>Nobody publishes white papers explaining ERP anymore; now they talk about how their offerings go beyond ERP.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"add-border alignleft\" src=\"https:\/\/thatwhitepaperguy.com\/images\/roboraptor.jpg\" alt=\"photo of toy robot dinosaur for kids\" width=\"600\" height=\"415\" align=\"left\" border=\"0\" \/><\/p>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3><\/h3>\n<h3>Question #2: Are you selling something complex?<\/h3>\n<p><strong>When an offering is complex, prospects need help to understand it.<\/strong><\/p>\n<p>The product, service, technology, or methodology is not self-evident just from looking at it.<\/p>\n<p>Over time, if that offering becomes commoditized and repackaged into consumer-level products, the need for white papers about it disappears.<\/p>\n<p>For example, the first industrial robot went online at a GM plant in New Jersey in 1961. It took a huge team of experts to install, program, tweak and maintain.<\/p>\n<p>You can bet it was complex and took a lot of explaining.<\/p>\n<p>No doubt every company selling industrial robots used many technical papers to help explain the first robots.<\/p>\n<p>Today, you can buy the toy dinosaur RoboRaptor in any Future Shop.<\/p>\n<p>This is robotic technology repackaged as a B2C product for kids.<\/p>\n<p>Sure, it comes with an instruction manual.<\/p>\n<p>But no parent ever reads a white paper about any kid&#8217;s toy.\u00a0They just watch their kid&#8217;s eyes light up when they see it.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12874\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/bigstock-Money-8204584-300x221.jpeg\" alt=\"pile of money with blue sky in background\" width=\"600\" height=\"443\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/bigstock-Money-8204584-300x221.jpeg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/bigstock-Money-8204584.jpeg 576w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h3>Question #3: Are you selling something expensive?<\/h3>\n<p><strong>When something is expensive, your prospects need to justify the cost. <\/strong><\/p>\n<p>And a group of B2B executives must agree to buy it.<\/p>\n<p>This decision probably involves upper management and maybe\u00a0a selection committee drawn\u00a0from various departments.<\/p>\n<p>Everyone has questions.<\/p>\n<p>So a white paper is a great way to deliver a vendor&#8217;s &#8220;best answers&#8221; right into the boardroom.<\/p>\n<p>Over time, if the price for that offering drops to the point that any small business can afford it, the need for white papers is greatly reduced.<\/p>\n<p>Consider cell phones, which have dropped in price dramatically over the years.<\/p>\n<p>The oldest mobile phones were actually military radio-telephones that civilians couldn&#8217;t buy for any price.<\/p>\n<p>In the early 1980s, Motorola pioneered a bulky commercial cellphone that sold for $4,000. The phone itself was 11 inches long and weighed 2.5 pounds.<\/p>\n<p>You can imagine the size of the manual\u2014and the vast number of white papers that were written about it.<\/p>\n<p>Over the years, the technology improved, the telecos adapted, and the prices dropped.<\/p>\n<p>Today you can pick up an older iPhone on eBay for $50.<\/p>\n<p>In fact, smartphones are so affordable that about 80% of people in the developed world have one, including the kids using hand-me-downs.<\/p>\n<p>No white papers today would be written\u00a0to justify the high cost of acquiring a smartphone.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12872\" src=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/James-Bond-menaced-by-a-laser-in-1964-film-Goldfinger-300x181.jpg\" alt=\"James Bond menaced by a laser in 1964 film Goldfinger\" width=\"600\" height=\"362\" srcset=\"https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/James-Bond-menaced-by-a-laser-in-1964-film-Goldfinger-300x181.jpg 300w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/James-Bond-menaced-by-a-laser-in-1964-film-Goldfinger-1024x617.jpg 1024w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/James-Bond-menaced-by-a-laser-in-1964-film-Goldfinger-768x463.jpg 768w, https:\/\/thatwhitepaperguy.com\/wp-content\/uploads\/2014\/06\/James-Bond-menaced-by-a-laser-in-1964-film-Goldfinger.jpg 1296w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h3>A practical example: the laser<\/h3>\n<p>One memorable scene in the James Bond movie <em>Goldfinger<\/em> is when 007 is menaced by a laser<em>.\u00a0<\/em><\/p>\n<p>In 1964, lasers were so new that the villain had to explain them.<\/p>\n<p>&#8220;You are looking at an industrial laser which emits an extraordinary light, not to be found in nature. It can project a spot on the moon&#8230; or at closer range, cut through solid metal,&#8221; he said. &#8220;I will show you.&#8221;<\/p>\n<p>The first commercial laser was not actually used until five years later in 1969. At that point, buying an industrial laser was a big deal.<\/p>\n<p>In fact, at that point the laser scored &#8220;yes&#8221; on all three questions: It was new, complex, and expensive.<\/p>\n<p>That was a perfect time for vendors to create white papers on this new B2B tool.<\/p>\n<p>By today, 60 years later, you can buy a laser pointer at any dollar store.<\/p>\n<p>So does anyone need a white paper to explain a laser today?<\/p>\n<p>Lasers are no longer new or especially complex.<\/p>\n<p>Any white paper about a laser today will likely be for some industrial or medical system that is still quite expensive.<\/p>\n<h3>Is it new? Is it complex? Is it expensive?<\/h3>\n<p>If your company can answer &#8220;Yes&#8221; to two or three of these questions, you probably need a white paper.<\/p>\n<p>Your competitors probably\u00a0have them. And your prospects likely expect them.<\/p>\n<p>So your company should produce one or more white papers to meet those expectations.<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><em>What do you think? Do you have any other way to tell when your company needs a white paper? Please leave your comments below.<\/em><\/p>\n<hr \/>\n<p><em>Want to hear whenever there\u2019s a fresh article on this site? <\/em><a href=\"https:\/\/thatwhitepaperguy.com\/subscribe\/\"><em>Subscribe here to stay in the know on long-form content<\/em><\/a><em>. From time to time, we\u2019ll also send you word about some great new resource or training. And you can unsubscribe any time. \u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here are three simple questions that can tell you whether a company needs a white paper: Are you selling something new? Something complex? Something expensive? Any B2B vendor selling anything relatively new, complex, or expensive could benefit from a white paper. Whether you&#8217;re selling a product, a service, a technology, or a methodology, you still&hellip;<\/p>\n","protected":false},"author":2,"featured_media":12877,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6,7],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Does your company need a white paper? - That White Paper Guy<\/title>\n<meta name=\"description\" content=\"Ask three simple questions to discover if your company or client could benefit from a white paper.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thatwhitepaperguy.com\/does-your-company-need-a-white-paper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does your company need a white paper? 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