If you compiling information for a white paper writer or completely writing it yourself, remember these little details. They will help ensure your paper hits the mark.
Watch the length – Ideally, white papers should be between six and 12 pages long. Too short, and your paper risks being seen as too flimsy and light on substance. Too long, and you risk losing the reader’s attention. If it is getting too long, or you have too many issues, think about whether you can divide your paper into two papers.
Use graphic elements – Depending on your audience, choosing the right mix of graphs, images, and pull out quotes or small chunks of information can bring life and focus to your paper. Be careful though, not to make the paper look like a glossy brochure.
Subtly offer a solution – Once you have demonstrated your knowledge of your target niche’s industry and identified the pain points or issues that your reader commonly experiences, you can subtly offer a financial solution to solve these issues.
Don’t brag – Be careful not to overdo how you mention your business. The best approach is to only talk about your business in the ‘call to action’ at the back of the paper, not discuss your business and your services throughout. Using your corporate logo should also be subtle.
Come back to your information – Once you have prepared your information, it is often useful to leave it for a day or two before you review it. This can help you see issues and mistakes more clearly than immediately after you have written it.
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