White Papers

What is a white paper?

White papers are also called “guides,” “special reports,” “monographs” and “executive briefings.”   No matter their name, they are a hybrid of educational and marketing communications (about 95% the former and 5% the latter).  Some even refer to their use as “edu-marketing.”

Financial professionals have a special duty (and burden) to write  compliant white papers.  This makes writing one difficult; inexperienced writers often succumb to dull, passive voice and industry jargon. UN-NECESSARY!

I enliven otherwise dead text with active voice and case studies that help readers identify with your services to solve a problem or achieve an objective. I work with a tenured graphic designer (or yours) to speak to the right brain since so much of the paper is geared to the left.

Walking the line between education and pitching

Even if the paper complies with regulatory standards, if it comes across as a sales pitch you’ll lose credibility. While you want to educate your readers to your point of view, you need to strike a balance between informing and selling. Yes, your product or service may be best in class, but the white paper isn’t the place to make that claim in those exact words.

How should financial professionals use white papers?

• As a download from your website to establish credibility/thought leadership
• To help clients set the specifications for a bid package/request for quote (based on the qualities you emphasize in your paper)
• As a way to collect prospective customer data (”give us a bit of information about you and we’ll send you this valuable guide to XYZ”)
• To supplement your sales presentation with the “heavy” details
• To reach those who did not attend the sales presentation

Is there a recommended flow for a white paper?

• Telegraph with a great title, one that says “You need to read this”
• Define the audience and focus on its needs — if the audience is broad, white customized papers for smaller segments
• State your objective and STICK TO IT
  • Give the history of solutions used to address the need
  • Explain the means and methods your solution employs
  • Highlight significant differences in results clients achieve using various solutions, including those you do not recommend (and why)
  • Illustrate your points with a successful case study
• Base it on impeccable research; interview experts that give your paper clout

I develop white papers from your data and resources.  If supplemental research is required, I will work with your subject matter experts to determine the most credible resources to quote and benchmark.