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Want to improve your white paper? This tutorial explains how to structure, format, and design your white paper to increase sales, establish authority, and generate sales.

Here are ten ways to write white papers for the B2B community:

Educate Prospects – Why are white papers more successful than other types of sales documents? Because they focus on educating the prospect. Or at least the good ones do. Any document that helps you understand your problem a little better is of value. And white papers should focus on educating their potential clients. This shift from ‘selling’ to ‘helping’ is what disarms prospects. They don’t see the pitch as it’s wrapped up in a different package.
Provide Solutions – The other side of the pitch is that you provide a real solution. Again, selfpromotion copy doesn’t work here as we’re all trained to filter out hard sell direct pitches. Instead demonstrate, possibly with case studies, how your solution solved a real world issue. Endorsements from satisfied clients further cement your reputation.
Natural Language – Write in the same language as your prospects. Actually, stop calling them prospects. When you’re writing the white paper, imagine they’re sitting across the table from you – write for that person.
Create buzzwords – Shakespeare created over 3,000 new words. Dave Allen made GTD his own. Seth Godin has purple cows. Chris Brogan. Trust Agent. You can position yourself as an authority or visionary by inventing new buzzwords and then urging others to use these in their blog posts and articles. Once people connect you with that word, you’re perceived as owning it. You’re seen as the expert.

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