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If you're writing a whitepaper, training document,
research or press release and would like to contribute
it to MICE Monitor, EXCITE or the MICE Market
Intelligence Service we'd like to hear from you.
Some
useful tips:
Get the length right.
It's nearly impossible to develop a compelling idea in
four pages; most readers, meanwhile, don't have the
patience to wade through 20. Hoffman advises a target
length of eight to ten pages, or around 3,000 words.
"[There's a] notable exception to this recommendation,"
he says. "Some highly technical audiences demand even
more information, justifying a longer paper."
Appear as objective as possible.
The purpose of a whitepaper is to educate, inform and
demonstrate thought leadership. Overt plugs for your
product or service will undermine effectiveness;
strictly factual descriptions in the second half of your
discussion, though, can enhance a sense of objectivity
after you've covered challenges, motivations and best
practices. "Whitepapers are not marketing collateral,"
he says. "[They complement marketing collateral."
Inspire with useful information, not fear.
Savvy businesspeople won't make a decision based on
hyperbolic doom-and-gloom scenarios borrowed from
late-night infomercials. "Whitepaper readers usually
prefer factual statements of the possible repercussions
of various courses of action to aid them in their
evaluations and decisions," says Hoffman.
The Point:
Just the facts. A "whitepaper" that actively
markets your company to readers is nothing more than a
long, wordy brochure. You'll achieve better results by
expanding their knowledge base, and letting them connect
the dots on their own. |
