Wh?t? ????r? ?r? ?n extremely ?ff??t?v? m?rk?t?ng tool, ???????ll? f?r B2B service oriented companies. Wh?t? ????r? g?v? ??u ?n ????rtun?t? t? d?m?n?tr?t? th?ught leadership, educate ??ur t?rg?t ?ud??n?? ?nd bu?ld trust, all without th? ??r???v?d "sleaziness" ?f ? ??l?? ??t?h. However, taking th? t?m? t? wr?t? ? wh?t? ????r ?r ?v?n coming up w?th ? t???? ??n often b? ?n und?rt?k?ng ?n itself. To h?l? ??u g?t started, w?'v? put together ? qu??k ?t??-b?-step guide ?n d?v?l???ng ?n ?ff??t?v? ????r, f?ll?w?d b? ? handy list ?f D?'s ?nd D?n't?. H???? wr?t?ng!

Steps f?r Cr??t?ng an Eff??t?v? White P???r

Gain ?tt?nt??n b? choosing ? topic th?t w?ll resonate w?th ??ur t?rg?t ?ud??n??. It ?h?uld either be ? ??mm?n ???u? ??ur clients f???, ?r a qu??t??n ??u f?nd yourself ?n?w?r?ng fr?qu?ntl?.

Attract ?nt?r??t w?th a br??d description ?f ???u?? ?nd tr?nd? ?n ??ur industry. Th?? ?? an ?x??ll?nt way t? introduce ??ur r??d?r t? th? topic.

A????? th? issues ?nd/or ?h?ll?ng?? th? ????r w?ll address. G?v? th? r??d?r a high-level ?v?rv??w of th? issue ??u're going t? r???lv?.

Summ?r?z? wh?t th? r??d?r w?ll learn by r??d?ng th? wh?t? ????r. M?k? ?t ?l??r wh?t th?? w?ll g??n ?f they invest their v?lu?bl? time.

Cr??t? desire by solving th? ?r?bl?m. D???r?b?ng th? ??lut??n t? ??ur r??d?r? m?k?? th?m w?nt t? ??rr? ?ut th? ??lut??n-?r h?r? you t? carry ?t ?ut.

Su???rt ??ur solution w?th ?t?t??t???, charts ?nd graphs. Numb?r? ?r? more ??nv?n??ng than ??k?ng the r??d?r t? t?k? ??ur word f?r ?t.

C?nd?n?? the k?? points into a brief ?umm?r? t?w?rd the ?nd. This makes f?r ?????r r??d?ng.

St?mul?t? ??t??n w?th a ??m??ll?ng ??n?lu???n. T?ll ??ur readers the next ?t??-th? step they ?h?uld t?k? ?mm?d??t?l? ?ft?r f?n??h?ng the ????r.

White Paper D?? ?nd Don'ts

D? und?r?t?nd ??ur audience. Wh?t ?r? they interested in? Wh?t m?t?v?t?? their decisions? Wh?t challenges d? they face? If you w?rk backwards fr?m ??ur audience, you'll ?r??t? a wh?t? ????r that resonates w?th th?m.

D? br??k up your ??nt?nt. Tr? u??ng numb?r? ?f ???r??r??t?. A list of t?? 10 t??? w?ll be easier for ??m??n? t? ???n-wh??h m??n? ????l? are more l?k?l? t? d?wnl??d ?t ?nd r??d ?t.

D? be ?x?l???t ?b?ut what the r??d?r will get out of the ????r. If readers kn?w they'll get A, B ?nd C out of the wh?t? ????r, th??'r? more l?k?l? to read ?n.

Do put your ??nt??t ?nf?rm?t??n on ?v?r? ??g?. Not every reader ?? going to get to the l??t ??g?.

Do m?k? the paper l??k good. A w?ll-wr?tt?n but ???rl? designed white paper w?n't capture your ?ud??n??'? interest. H?r? a designer if you d?n't have the in-house ?b?l?t? to m?k? it look ?r?f?????n?l and appealing.

D?n't u?? industry jargon, ??r?n?m? or ??m?l?x explanations. M??t readers lack your ?x??rt knowledge. Th?t'? wh? they're r??d?ng your white paper!

D?n't wr?t? a user manual. It ?h?uld be ?du??t??n?l, not ?t??-b?-?t?? instructions.

D?n't m?k? a sales pitch. Y?u'll l??? your reader ?mm?d??t?l?.

Don't be t?? wordy. Make it ???? to ?k?m and easy to understand.