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| March 2004 Vol. 1, No. 2 | [Text-Only Version] |
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The first issue of Focus Forward on regulatory compliance hit home with a lot of readers. Thanks to everyone who sent feedback; I appreciate your comments. This issue is the first in a series about white papers. Other issues will appear in the upcoming months. Have a comment? Send me your feedback. This issue discusses these essential topics:
For New Subscribers Welcome to Focus Forward, the monthly newsletter of Tim Rosa Associates. Each issue of Focus Forward will feature a viewpoint on a critical customer topic. We'll focus on what's happening and what's coming down the line. These are issues that you've told us keep you up at night. Though we work with clients in the technology, healthcare, and financial services industries, we hope the newsletter will be informative to all. Writing a White Paper: A Blend of Art and Science Your customers have asked you to produce a white paper about a new technology product, investment service, or regulatory issue. You know white papers are effective, but who reads them and why? According to a recent survey of IT professionals, 90% usually access white papers before making contact with vendors, 79% say they consult white papers before making critical buying decisions, and 60% say they will refer to white papers at least monthly during the upcoming year. [1] If you perform a Google search on “white papers,” it returns 7.99 million hits! [2] So, by deciding to write a white paper, you're going to be in good company. Before you begin, it's important to ask yourself some basic questions:
But what exactly is a “white paper”? The term “white paper” arose in the early 20th century in England. It was used to distinguish shorter government position papers bound in white covers from longer, more detailed reports bound in blue covers called “blue books.” [3] Several dictionaries offer these definitions of “white paper”:
Who is the Audience for White Papers? The most effective white paper speaks directly to the readers, quickly identifies their key challenges, and helps them understand the value in the solution provided by your company's product or service. The white paper speaks the language of the reader, without being condescending. Just as the term white paper has different meanings, so too do white papers have different audiences. Among the most common audiences for white papers are:
What are the Types of White Papers? White papers are of all different types, but they have three general flavors:
Every successful white paper draws together the needs of the target audience and the appropriate content. This table summarizes the intersection of the white paper audiences and types of white papers they typically find of interest.
White papers deliver your corporate or technology solution messages to a motivated and engaged audience. Crafting effective white papers is an art that requires a solid grasp of the underlying science, an understanding of business and regulatory issues, and wide-ranging experience communicating with a diverse but highly sophisticated audience. Done well, a white paper validates your expertise in the field, confirms your keen understanding of the competition, and delineates the benefits of your unique approach or solution. Given the importance of white papers in today's market, outsourcing white paper development to skilled writing professionals can make the difference between a string of missed opportunities and a healthy sales pipeline. Notes 1 Executive Survey of IT Professionals, © Bitpipe, Inc.
Learn More Tim Rosa Associates turns your concepts and ideas into focused, compelling white papers that achieve results. We create white paper solutions that are tailored to your customers' needs and your specific business objectives. To find out more, go to www.timrosaassociates.com or click here to view Tim Rosa Associates' 1-pager on white papers. Thanks for reading,  trosa@timrosaassociates.com 617.332.7895 Focus Forward Copyright © 2004 Tim Rosa Associates. All rights reserved. |
