A compelling topic and an attractive design will initially draw
readers to a white paper. But those readers may lose interest if the
paper contains any of five common writing mistakes.
Mistake #1: "It's All About Us"
Of
course, a white paper primarily presents the company's perspective on
an issue or technology. But if the focus is too much on the company, it
is easy to forget about the reader's interests. When reading a
company-focused document, your prospect may feel it doesn't present
useful and unbiased information. Avoid this mistake by asking: "Does
this content really address the reader's interests and concerns?"
Mistake #2: Lack of Clarity
Don't
make readers guess the messages you are trying to convey in the white
paper or why readers should be interested. Excessive use of passive
voice, overly long sentences, convoluted syntax, and the use of complex
words and noun strings can make a white paper seem incoherent or overly
academic. Write directly and simply, and you'll create a white paper
that is engaging and understandable to readers.
Mistake #3: Jam-Packed Jargon
Some
marketers feel their materials won't be effective without the latest
trendy words, regardless of whether these words have become cliché,
have any real meaning for the topic, or have any power for delivering
the paper's key messages. But using trendy words in a white paper may
prompt readers to view it as "just another bunch of sales noise."
Don't forget that readers may not understand the latest hip jargon or
internal terms used in your company every day. For example, would you
understand that Visit your PrimeWidget value-added channel partner
actually means "go to a computer store?"
To avoid this mistake, list the words and phrases that are currently
trendy in your industry or target markets. Then write a list of
synonyms or alternate phrasings that are simpler and clearer, as well
as more relevant and interesting to readers.
Mistake #4: Forgetting the Audience
Don't
try to make one white paper be all things to all people. For example,
business executives have different concerns about a product purchase
than the IT staff or product users. Separate white papers may be
necessary to address these different audiences and better support the
sales process. Within a paper, segmenting techniques include subheads
that identify the audience or isolating information for a specific
audience into a sidebar.
Mistake #5: Errors and Irrelevancies
After
multiple drafts and even more reviews, it is easy for errors of fact or
omission to find their way into a white paper. Not only can these
errors be an embarrassment, they may cause legal problems. To catch
errors before publication, use checklists of facts, proofread on a
printout instead of the screen, and give the white paper to an expert
reviewer who is seeing it for the first time.
Irrelevant information is another mistake that can arise when you feel
you need just one more bit of evidence to support a message. These
irrelevancies will distract readers, or worse, will raise unnecessary
questions in the reader's mind: "Oh yes, what about that?" You want to
give readers just enough information to make a decision or take an
action and no more.
Avoiding Mistakes in Your Writing
Did
some of these mistakes seem uncomfortably familiar? Did you think of
other problems that commonly creep into your company's white papers?
Good! Use this knowledge to create a checklist and guidelines that will
help you recognize these mistakes in the future.
By avoiding these common errors, you can create white papers that will be more effective and useful in your company's promotional efforts.
Note: This article originally appeared on the site WhitePaperSource, a treasure trove of information and resources related to white paper writing and promotion.
About the Author
Janice King is an award-winning freelance copywriter who helps technology companies around the world produce clear, compelling sales and PR materials. Learn more about Janice's copywriting services.
Janice's latest book, Copywriting That Sells High Tech, has been called "a superb guide to great copy for any technology-based product or service." Learn more at the book's companion site.
Copyright (c) 2007, Janice King. To republish this article on your site, access the article text and read the usage rules at: http://ezinearticles.com/?expert=Janice_King.
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