A White Paper is a strong marketing tool that shows you mean business. It is far more substantive than a One Sheet or a simple brochure about a new product or service, and it presents you as a leader, a problem solver. It is a compelling tool for large and small companies alike, and it gives you credibility and a big advantage over your competitors.

White Papers have to grab the reader’s attention in the first paragraph. They provide specific illustrations and details showing in a persuasive way just why your services or your product are the way to go. White Papers can address such things as:

• “In Pursuit of the Perfect Plant”: This is a concise, 10-page White Paper that depicts the state of today’s manufacturing plant and offers a vision of how it can be improved.

• “Optimal Solutions for Selling Business Surplus“: A White Paper on how business can rid itself of excess inventory.

• “Do You Really Need a Home Inspection?”: A White Paper on why and when home inspections are critical and what you should expect from an expert home inspector.

• “FTC: The New Guidelines and You”: A White Paper highlighting the impact of the new FTC Guidelines on your marketing department and what actions you should take not to run afoul of the law.

These papers are much more than marketing documents, although they have a critical marketing component. Their purpose is to inform and educate and at the same time to show you as an expert in your field. There is little overt marketing, but that is the subtext. The tacit message should be: “This company knows what it’s doing, and I should work with them in this area.” A White Paper distinguishes you from the pack, and provides meaningful information to help prospects make a decision. It is typically 5 to 15 pages, and it works for companies of all shapes and sizes. It can benefit the two person architectural firm or the 5000 employee industry leader. Don’t leave work without one