Most companies write them. Most readers know that a whitepaper is a thinly veiled marketing piece. But they do get read.

White papers done well will help to build a reputation and drive new businesses.

Over the past year I’ve been working on a series of white papers with PlanView, an Austin-based provider of IT portfolio management solutions. PlanView uses technical and business white papers to anchor visionary concepts and new strategies, and as the basis of presentations, published articles and web- based seminars.

For you, technical or business white papers can become great fulfillment pieces for direct mail or e-mail marketing and ads that require respondents to enter or return information before they download or receive their copy of a specific whitepaper.

8 Pointers for Writing Business and Technical White papers that Boost Credibility and Sales

So, how do you get started? Remember these 8 pointers and you can’t miss:

1. What’s the purpose of the whitepaper? Do you want to answer a pressing question, bring focus to a fuzzy topic, explain a complex trend, or offer step-by-step advice on a specific task? Whatever your objective, the reader should come away thinking that the read was worth their time, and that your company is THE expert on the subject. Once you have a topic in mind, do your homework. Check out your competition. If you find few white papers already written on your subject, don’t get discouraged. Use them to highlight your company’s perspective.

2. Don't sell, educate. While a whitepaper is an implied "sell" of your expertise, don’t make it too heavy handed. Build trust and bring prospects toward a purchase via education. Be patient. Most readers are looking for information that will help them do their job better, not for a direct sales pitch. Include a brief "About Us" at the end of the report. If the whitepaper delivers, they'll remember you.

3. You are not writing a book. With white papers, less is more. Generally, 5-10 pages is enough. You can cover a lot of ground in that space as long as you focus on a single topic. Focus on your core competencies and use emerging trends or new regulations to demonstrate your expertise.

4. Got a topic, now what? Do a brain-dump. It doesn't even have to be in order; just get your thoughts out. Next, work on defining the major sections and grouping your random thoughts in a logical order to present a clear position. The more you work on building the components of the story – a beginning, middle, and an end, the clearer and more compelling your thoughts will become.

5. Pictures ARE worth a 1000 words. Most people are visual learners. They get ideas quicker if you accentuate key points with charts, graphs, screenshots, timeline, flowcharts, or a good illustration. Use subheadings and lots of white space with wide page margins and generous gaps between text and visuals to ensure your whitepaper is easy on the eyes. Sometimes, a word analogy or metaphor works to clarify a complex concept. In one of the PlanView papers we used a navigator analogy to enhance the concept of mapping a plan, following a set course, delegating responsibility and measuring progress.

6. White papers don't happen overnight. Generally, white papers are born of material you already have - a presentation, product introduction, or a response to an industry issue. Research facts to validate your points, interview vendors or customers, and rigorously review to ensure accuracy and clarity. Allow four to six weeks for planning, writing, revision, and approval cycles.

7. Don't give it away for nothing. In this climate of quid pro quo, why would you ever give away valuable information without asking for something in return? At a minimum, request name, contact info, etc. to register for a download. Even better, initiate a dialogue with your reader by asking for their thoughts on your topic via Web forum or blog.

8. Extend your reach - mass distribute. Use directories like Bitpipe or the whitepaper library of Ziff Davis’ Web Buyer’s Guide to publish your white papers for added exposure. These sites require registration and you receive a monthly contact report on any downloads.

Remember, too that white papers often have a limited life span, so don't keep them around just to fill your library. Outdated material can harm your credibility as an innovator.

Done right, white papers can go a long way toward building strong customer relationships. They just take some planning, focus, and creativity.

© Copyright 2006. Communing, Beth S. Miller Marketing Communications.