May
12
Ducks and rows, having them all in a
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“He who fails to plan, plans to fail.” Old Proverb
Preparation and planning is the first step in writing a white paper. Assemble your thoughts and discussions into a plan of action before you start writing. Your preparation includes research on the domain topic, the marketplace, and the audience. Most writers aren’t experts on the particular subject matter of the paper, so they do substantial research before they start the first sentence. It is the careful planning combined with the research that adds new perspectives to old topics. Despite not being a domain expert, the best writers use preparation to add a fresh viewpoint to white papers.
Even subject matter experts need to go through this exercise. The type and amount of information gathered will be different than a non-expert, but putting everything into a single plan helps you focus on the writing, not on the content.
Here are some things to gather:
Subject matter information – You should gather as much information about the subject matter from as many sources as you can. Read through several books and review the trade publications on the topic. Gather internal company and customer product information – sales literature, catalogs, website, and existing white papers. One overlooked source of information is the technical specification, installation guide, and the documentation for the product. And, if you are selling a software product, look inside the source code if you can. The comments that programmers write are very informational, as well as humorous.
Goals – Write down the goals of the paper. Is this paper a test run for the market? Is the paper part of a thought leadership program? Are you trying to generate sales leads? The specific end result should be documented and well understand.
Audience – Write down the audience of the paper. The description of your audience should include the title and job responsibilities, but also any psycho-graphic and demographic data you have. The more you understand your reader, the better you can communicate.
Macro / Micro issues – Normally, the areas above are enough for preparation. A increased perspective can be gained if you look at the broader issues surrounding the company. These broader issues include the competition, industry market research, and the overall health of the particular industry.
If you gather this information for your next white paper, you’re ducks will all be in a row. And you’ll find the writing to be much easier after you’ve completed this prep work.
May
4
This post will discuss the Top Ten Mistakes in Writing White Papers. This post contains #9 and #10.
Mistake #9 – Misuse of jargon
Jargon is the informal words and phrases that pop up in groups and communities. It has a purpose in social settings, but not in writing. A white paper should be professional and communicate clearly, without being boring. There should be no jargon in a white paper.
Jargon plays a role in social situations. You will often overhear employees of a company use jargon to describe internal processes and other events. In these social settings, jargon helps build a community.
White papers are used for education and jargon often muddies the message. If you can’t communicate with clarity and precision, your message suffers. Jargon contributes to the absence of precision because it is used as a language substitute. The ‘slang’ words are mental short-cuts and grossly oversimplified.
There is one exception to the rule: technology. The technology market has multiple words and phrases describing technical terms. If there is ever a question, give priority to clarity over everything else.
It is better to write clearly and focus on your message. Leave the jargon for social situations.
Mistake #10 – Our market is different
No, it’s not. Everyone says that.
Sure, there may be specific details and peccadilloes that don’t exist in other industries. But those minor differences do not change the overall landscape of business. The overarching principles of business, marketing, and customers still apply.
Don’t fall into the trap that your market is different. Keep an open mind and pull in new ideas from all areas. One good idea could get your over your next big hurdle.
