White Papers

White papers are often successful because they focus on educating the prospect. A white paper typically promotes a
 specific position or solution to a problem by providing useful, substantial information backed by well-documented research.

“White papers are powerful marketing tools used to help key decision-makers and influencers justify implementing solutions,” according to Michael A. Stelzner of Stelzner Consulting.

The three main types of white papers are:

  1. Problem/Solution: Discusses a new, improved solution to a major problem. Often used at the top of the sales funnel or start of the buying process, these papers work best to generate leads and build recognition.
  2. Numbered List: Provides a numbered set of tips, points, or questions on a topic of interest to a potential buyer. Lists work best to engage prospects during a complex sale.
  3. Backgrounder: Takes an in-depth look at the features and benefits of a B2B product or service. Typically used at the bottom of the sales funnel or near the end of the sales process, backgrounders work best to support a technical evaluation or cost/benefit analysis

Two important tips to remember about white papers:

  1. Direct the white paper to your target audience. If you have more than one target audience, you need more than one white paper. Potential customers/clients are at different places in the decision-making process. Target your message to align with their place on the buyer’s journey.
  1. Teach, tell, and educate. Do not pitch or sell, and avoid marketing language. White papers that focus on selling instead of establishing authority usually don’t generate leads.

Here’s what I do when I write a white paper for you:

  • If you haven’t already decided on a target audience, topic, and objectives, I’ll help you with these critical decisions.
  • Do background reading and research.
  • Create a detailed outline for your approval.
  • Interview subject matter experts.
  • Write the paper.
  • Provide up to two rounds of requested revisions.

My rates for white papers (5–10 pages) run from $3,000 to $6,000+. Price depends on the complexity of the topic, length, number of interviews required, and amount of research. Contact me to discuss your needs.

Fremont Ship Canal
Fremont Ship Canal, Seattle