Originally published April 21, 2015 , updated on May 31, 2023

Getting Started with a White Paper

White Papers are a formal document, which should be “thought leading” in your industry. A white paper is an amazing marketing tool, you can connect with new clients or customers on a new level – this is because the perception of this paper is usually that of higher level of expertise, it’s a great way of building trust and rapport.
So how should you write it? Here are our top tips for getting started on your White Paper.

Begin with your Conclusion

The best place to start is to summarise your findings. This will help you set the tone of the White Paper. Newspapers use a paragraph in bold at the beginning of the news piece to hold the readers interest and make them read more, White Papers can also use this tactic.

Use Clear English and Avoid Assumptions in Your White Paper

It is essential that your readers understand your writing, avoid Acronyms, Industry clichés, buzzwords, etc. Descriptions or paragraphs that are written by other people within the company (Product Descriptions, Developers, Web Designers etc.) will often contain assumptions that the reader knows and understands what they are talking about. However, most of the time, this is not the case.

Be Specific

If you know that your readers are tech experts then don’t teach them the basics this could drive readers away.

Differentiate your White Paper

A White Paper makes for an excellent marketing & sales tool. So make sure you make the most of this in the least obvious way. Your unique and thought leading ideas might be interesting, but explain how they can make an actual difference. Show readers the evidence that your ideas, solutions or tactics are better than your competitors, and then validate that with Independent assessments or benchmark tests.

Ultimately, your goal here is to have an impact and encourage the reader to follow your ‘call to action’ – that could be a visit to the website or purchasing a product or service from you.

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