Naturally I was curious.<\/p>\n
This turned out to be a set of presentations with a talking head giving advice to trucking companies.<\/p>\n
So what’s with calling these “white papers?”<\/p>\n
Some people are tempted to call anything they create a white paper… just\u00a0to suggest that their content has all the gravitas of a real white paper.\u00a0But be careful!<\/p>\n
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![\"man](\"https:\/\/thatwhitepaperguy.com\/images\/notawhitepaper.jpg\")
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The term “white paper” carries many\u00a0expectations.
\nIf you use it carelessly, you will disappoint your best prospects.<\/p>\n
Instead of building up your firm as a trusted advisor providing useful content, you could do exactly the opposite:\u00a0You could tear down your firm’s reputation by disappointing readers and wasting their time.<\/p>\n
I believe there are four basic\u00a0tests you\u00a0can apply to a document to see if it’s fair to call it a “white paper.”<\/p>\n
White paper test #1: Is it a written narrative?<\/h3>\n
Almost by definition, the term “white paper” suggests a\u00a0narrative presented as text<\/strong>. Text is easy to review, skim, scan and skip.<\/p>\n To me, the term “video white paper” is nonsense.<\/p>\n Our eyes and our brains simply don’t process video the same way as text.<\/p>\n When executives need to make a big decision, you better believe they want something in their hands to read and discuss\u2014not a video on YouTube.<\/p>\n Most people agree that a white paper should contain\u00a0useful information<\/strong>, not a sales pitch.<\/p>\n This means helping the reader understand an issue, solve a problem, or make a decision.<\/p>\n To accomplish that, a document needs a certain heft. Two\u00a0or three\u00a0pages won’t cut it. A\u00a02- or 3-page article might\u00a0be helpful, but please don’t call it a white paper.<\/p>\n I believe that a true white paper has at least five pages of real content, plus whatever front and back matter you include: most likely a cover, and pages for Contents, About the Company, and Sources.<\/p>\n Internet marketing guru Perry Marshall names 40+ types of documents that he treats as “white papers” including application guides, cheat sheets, installation guides, manuals(?!), optimizers, pocket guides, troubleshooting guides and tutorials.<\/p>\n But much of this list is documentation used AFTER a purchase when you need help to install, use or troubleshoot some product.<\/p>\n Take it from someone who wrote this type of documentation\u00a0for years: This may be useful, but it’s\u00a0not the same as a white paper.<\/p>\n To my thinking, a white paper is\u00a0a document used BEFORE a purchase<\/strong>. In the pre-sales stage, you’re in the world of marketing where your writing must inform and persuade.<\/p>\n After a purchase, you’re into technical support where your writing must document and explain. In most companies, you’re also dealing with different teams, different realities and different budgets.<\/p>\n One final consideration. I believe a true white paper presents\u00a0a logical argument supported by facts<\/strong>\u00a0and figures, quotes from industry experts, impeccable statistics and credible reports.<\/p>\n A white paper is not just an opinionated rant. It is a dignified and carefully reasoned discussion\u00a0of a topic.<\/p>\n So when is a “white paper” not a white paper?<\/p>\n Hint: When it’s a video, when it’s only two pages long, when it’s documentation, or when it’s an opinion piece unsupported by any facts.<\/p>\n Please use this term carefully, so that it continues to signify a worthwhile document of value and substance.<\/p>\n To sum up,\u00a0a\u00a0white paper must be:<\/p>\nWhite paper test #2: Is it a substantial length?<\/h3>\n
White paper test #3: Is it for pre-sales?<\/h3>\n
White paper test #4: Does it provide referenced facts?<\/h3>\n
Key characteristics of a white paper<\/h3>\n