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6 top reasons white papers fail

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White papers have been proven to be an effective marketing tool. But some companies publish white papers that create more harm than good. Here are the six top problems that can make them fail.

If you suspect any of these might apply to your white papers, it’s probably time to revisit the drawing board.

  1. They fail to grab the reader’s attention in the first paragraph. White papers are read by busy decision makers. If you don’t grab their attention in your opening paragraph, they won’t even read the second paragraph. It may be a good idea to start by focusing on the needs of your readers. Leading with the problems your product/service overcomes will capture interest immediately. Openings that focus on the features of your products may turn your reader off.
  2. There’s no clear objective. If the reader finishes a white paper wondering what it was all about, you can kiss the person goodbye. Set your objective before you start to write. Do you want to educate, sell or generate leads? Will it be technical or focus on business benefits? Keep the main focus in mind as the paper comes together.
  3. Not enough detail is included. A white paper that fails to explain how a product or service solves a business problem is nothing more than a long advertising piece. Effective white papers explain innovative technologies in a compelling way that helps potential customers understand how and why the offering will improve their business results. They cite well-known outside or industry reports to strengthen credibility and demonstrate the value of the product or service being offered.
  4. There’s no benefit for the reader. White paper fails to show need how the reader will benefit from the information presented. Your white paper should try to identify problems or concerns readers face and lead them to a solution your company can provide. White papers shouldn’t be created like a brochure that simply pitches a product’s features or benefits.
  5. They lack a clear flow. White papers that fail have a sequence of ideas that’s so confusing it leaves readers behind, unable to follow. A good white paper is informative and shows off the advantages of your product or service. Try to keep this focus in mind as you write the paper.
  6. The language is unclear. A study of white papers by Alpha Marketing found some of them teeming with terms readers didn’t fully understand. Only 3% of the prospects involved in the study fully understood most of the terms used in the white papers they read. Confusing language raises concerns that products or services will be difficult to install and maintain. Some industry jargon is OK, but key is the key is striking that balance between technical speak and everyday language.

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