Answering the No. 1 White Paper Question
What’s the number one question that white paper writers are asked?
Could it be the development cost? Nope.
How about the number of years writing white papers? Uh-Uh.
Maybe how one creates a white paper? Guess again.
No, the number one question that is asked is: “What is your background with ___(XYZ topic)__”
This sentiment is echoed in a post on a blogsite called, Modern Magellans, entitled “Write About It – How to improve your skills“. In the post, the author makes a connection between writing experience and subject matter expertise:
I am reminded me of the process I went through that eventually led to my first book: Maps for Modern Magellans. It started when someone suggested that I write white papers on topics I felt qualified to address. I made a list of topics and made a few notes that night. When I began to write I found I knew less than I thought about each subject. I started to study and read more and more. Having been a researcher, I knew how to find material. I focused on each topic and tried to check my experience against the material I was reading.
While many marketers believe that a white paper writer should have a thorough knowledge of a topic BEFORE they write about it, the reality is that business don’t always agree with the market assessments that are made by these experts. What marketers really want is a writer with quality writing skills and a detailed process that will collect their thoughts, experiences, competitive biases, solution advantages, and market perspectives and craft a white paper that will use that information to educate their prospects and close business opportunities.
When it comes to white papers that businesses need, what savvy business marketer is going to completely capitulate to the content created by the outsider with the vast expertise? The reality is that marketers are going to make changes, comments, and additions to any white paper that is created for their business.
So if companies are really looking for a writer with a process that is best able to communicate their internal business strategy, what’s all that vast experience really worth anyway?
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