A good white paper? Subscribe this way!

White paper tips

A good white paper? Subscribe this way!

Guest blog by Sander Baas van text yard

As a company, you want to help your customers by offering a solution to a problem they have. In a white paper you can tell that you do that and how. Nothing new, right? Many companies use the content form. Doesn't mean they always get it right. Your text must meet a few conditions if you want to achieve something with it. We list the most important four.

1. Grab the reader right by the throat

A white paper has a problem-solving structure by default. That also makes it so suitable for marketing a (good) product: you identify a problem of the target group and immediately offer a solution – your product. Then it is extremely important that the reader recognizes himself in the problem sketch. If it doesn't, you'll lose it. Sure, you can exaggerate the problem, but you can't create one. The reader does not fall for that. Are you unable to get the problem clearly on paper? Then check whether there is a problem, and whether you need a whitepaper.

2. Claim your authority

What distinguishes a white paper from other marketing communications? The objective character. A white paper should be a semi-scientific article, or at least resemble one. So choose a more neutral tone and substantiate your claims with sources. Combined with a good, accurate problem sketch, this ensures that the reader sees you as an authority. And so rather rely on the solutions you propose to solve the problem…

3. Advertise, but subtly and objectively

Once you've established your trustworthiness and authority, you can start advertising. But subtle! For example, name a whole range of solutions to the problem, of which your product is one – preferably the last one. This is a good way to appear extra objective: after all, which unreliable company promotes products from others? And that in turn reflects on your product, because a reliable company makes the best products, right? Exactly.

4. Create space

As mentioned, it is important to uphold the (appearance of) scientificity. But on the other hand: it should not be too dry, then the reader will never make it to the end. Enrich your text with images and infographics. These 'break' the pieces of text, can often provide excellent support for your story and provide lightness – if correctly designed. Finally, you can grab the reader with the right tone of voice: personal, direct and accessible. Ensure an optimal mix between scientificity and readability.

Child can do the white paper

With these four tips you can write an effective whitepaper and get your product to your most important target group: the people who need it. The people with a problem you want to solve. And isn't that what you do it all for?

Guest blog by Sander Baas van text yard



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