How to Write a White Paper

There are three main things to remember when you’re writing a white paper:

1) Imagine you’re selling something,
2) Write for the correct audience, and
3) Remember the basic rules of writing.

Once you’ve got these mastered, you’ll be ready to write a white paper on any topic.

Where White Papers Came From

White papers were once the domain of government officials and senior civil servants, who spend days producing detailed reports pushing a proposal favored by their superiors, but the world is changing. They still haven’t become something to get excited about, but white papers are increasingly used outside politics, particularly in the technological world to introduce a new product.

But I’m sure the origins of white papers are your last concern when it comes to writing one. You’re boss has told you to produce a white paper about something you have only a vague idea about, and you don’t know where to start. Well, this article hopes to give you a start – to hopefully give your boss something to be happy about.

Using The Tricks Of Salesmen

A little trick sales people use is to identify a problem someone has -- and to offer a solution. The purpose of white papers is almost always to convince someone about something -- so if you don’t use this sales technique -- you’ll be at a huge disadvantage.

Your discerning boss will need to be convinced your plan is better than the one your colleague is supporting, and at the same time, a potential customer will need to be convinced that they should spend their hard earned cash on what you’re promoting.

This brings me to my second point: know your audience. Don’t let anyone tell you they don’t judge a book by its cover. The same goes for white papers, where the reader will have an opinion within the first few sentences. Empathy is key. If you get the reader thinking your way immediately -- you’ve already won half the battle -- but this can only be achieved by understanding who your audience are. I’ll use a little example. You’re writing a white paper on a new cell phone currently being developed. Three groups have an interest in this product: the company’s board of directors, retailers, and the company’s shareholders. Each one of these groups will view the product in a slightly different way and have different levels of knowledge of the industry. Write for the wrong one, and your white paper won’t go down well.

Basic Grammar Goes A Long Way

Finally, go to school. I’m assuming that if you can read this article, and want to know how to write a white paper -- you can actually write, but make sure you write well. Grammar and spelling mistakes are inexcusable in professional documents, as well as being a pet peeve of many people who have to read this sort of stuff.

If you’ve got a word processor -- then you have spelling and grammar checks, so use them! Improving your writing style is a little more difficult, but the skills remain for life and will be invaluable in your future writing. Don’t submit poorly constructed rubbish.

Remember these simple rules and your white paper writing should immediately increase in quality. After that, practice makes perfect, and quality will only improve with hard work.

Colleen Spiegel is the founder of Clean Fuel Cell Energy LCC, and author of "Designing and Building Fuel Cells" (McGraw-Hill, 2007), “PEM Fuel Cell Modeling and Simulation Using MATLAB” (Elsevier Science, 2008), and (coming soon) “The Brilliant Mind: Fuel Cell Experiments for a Bright Future” (The Brilliant Mind, 2009). You can get a free fuel cell ideas booklet filled with simple tips to help you build your own fuel cells, plus a free newsletter and many free articles simply by visiting: www.cleanfuelcellenergy.com

Colleen Spiegel, Ph.D.
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