White Papers

Posted on April 23, 2012 at 8:29 am

The key to writing a successful white paper is knowing it is not about features, but benefits. Begin by identifying the outcome or positive influence your customer gains from using your product or service.

Here are examples of white papers we wrote that do just that:
The Metrics_Driven_Organization_
The Balanced Scorecard
The Technology Solution
Recession Proofing the Lean Way

Always surround the benefit with context. In what areas, situations or venues does the benefit have meaning? Why does it matter?

Place the benefit and context within your readers’ interests. Your audience will only read if your white paper addresses their concerns, and the more urgent the better. While you’re at it, please do not mention the product or service behind the message, i.e. your company, in the body of the piece. Your goal is to build a connection between the information your readers need and your company or brand.

Anything that smacks of promotion will break that bond. An artfully written white paper or ebook will automatically point to the unique virtues of your organization, without ever mentioning your product name(s).

To encourage a relationship, include a call to action such as a demo, or webinar invitation in the accompanying email or in the signature that draws readers a step closer to your company. To learn more, call 952-828-6844 today for a free 15-minute white paper consult.


Receive new post updates: Entries (RSS)
Receive follow up comments updates: RSS 2.0

Written by

Maureen Fischer is a freelance copywriter and content marketing specialist. As a former journalist with United Press International and an award-winning copywriter, she can tell your story in engaging and original ways.


  1. now that i found you here, i’m always going to enter on your site…it is helping to study marketing.

    Comment by Argemira on March 14, 2012 at 7:54 am
  2. Thanks for visiting my site. I have much more to add over the next few weeks that I hope will be helpful. Visit again soon and good luck with your work!

    Comment by maur819 on March 14, 2012 at 2:11 pm

Leave a Reply

Your email address will not be published. Required fields are marked *

* Copy This Password *

* Type Or Paste Password Here *

By submitting a comment you grant Maureen Ink a perpetual license to reproduce your words and name/web site in attribution. Inappropriate and irrelevant comments will be removed at an admin’s discretion. Your email is used for verification purposes only, it will never be shared.