Interview: Michael Stelzner on Writing More Informative White Papers
Michael Stelzner defines a white paper as “…a persuasive document that usually describes problems and how to solve them. The white paper is a crossbreed of a magazine article and a brochure. It takes the objective and educational approach of an article and weaves in persuasive corporate messages typically found in brochures.”
Do you see any interesting trends or changes in how white papers are being used?
Michael Stelzner: White papers are being used more and more as marketing tools rather than simply technical documents that describe processes. This means persuasion is being added to what once were simply informative documents.
What do users and customers want companies to know about their white paper
development, but will never tell them?
Michael Stelzner: Most white papers are not read. The first page must be enticing and lure in a reader. Unfortunately, a bad title and poorly written opening paragraphs often stop readers cold. The resulting words never see the light of day.
Can infographics contribute anything important to a white paper, if so what?
Michael Stelzner: If you mean can graphics add something, I would say most certainly. You can see what discussion has been going on around this topic here: Are You Using Pictures in White Papers?
How are white papers used in the decision making process of the client company?
Michael Stelzner: White papers can be very persuasive marketing tools. When a good white paper lands in front of the right person, it is a highly effective lead generation and sales instrument. Research indicates that IT executives examine an average of 30 white papers each year, that nearly 90 percent of executives find white papers helpful or extremely helpful and more than half claim white papers influence their buying decisions. (source: Bitpipe. (February 2004).
Is there a change or changes to the white paper development process which would make it more use–centered?
Michael Stelzner: Yes, start by focusing on the needs of readers. In my new book, Writing White Papers: How to Capture Readers and Keep Them Engaged, I discuss the tricks to focusing on problems and challenges faced by readers. First a reader must feel like you are speaking to him or her. This establishing affinity and is the first step towards trust. On a foundation of trust, the process of a possible sale can be built.
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Resources
- The Most Overused Word in Technical Marketing reveals solution as the most abused and meaningless term used in white papers. Checking your white paper against the Content–Free Buzzword–Compliant Vocabulary List insures your company avoids sounding like a cliché, providing alternatives which aid reader understandability.
- Corporate Blogging: Is It Worth The Hype? A well–written web page interests readers in downloading the PDF version. Converged Voice and Data on a Single Device – Extending the Enterprise Mobility Value Proposition has a good selection of elements and sections. A key idea is Gateway Pages Prevent PDF Shock
- Convincing management to approve free software Tips to better advocacy Important tips for getting your initiatives followed. How to understand your audience and address their concerns.
- Journeys, Needs, and Trust: A Volkswagen Case Study builds a case with supporting graphics.
- How to Develop Case Histories by Jerry Fireman (MarketingProfs registration required) The article shows you how to persuade clients to provide their case history data.
- “The viral marketing power of a good white paper can be astonishing, especially when you’re trying to educate and influence committees in big companies. The problem is, most white papers suck. The topics are uninteresting, titles blah, and content far too salesy or just plain dull.” How to Invent & Promote White Papers that Fortune 500 Prospects Find Irresistible
- Bitpipe network user study: Readership usage of white papers in the IT buying process “Information sought included the number of white papers the technology professional had downloaded within the last year; the actions taken by the IT professional after downloading a white paper; the influence of white papers on the direct purchase of a product or service; the influence of a white paper on the technology professional’s perception of a vendor/supplier; the purpose for reading white papers; and their overall utility.”