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What is the best length, format, and style for insight papers for customers to leave behind or share on our website?
Hello! Thank you for your question on the best length, format, and style for insight papers. The short answer is that insight papers (typically referred to as "white papers") follow a pretty standard set of guidelines. The most popular length is around 6-8 pages. The structure has a pattern of Introduction, Problem Statement, High-level Solution, Specific Solution, and Conclusion/Call-to-Action. Additionally, there are some important style rules that must be remembered and followed for effective papers. Below you will find a deep dive of my findings.
METHODOLOGY
To answer this question, I researched online articles, training material, blogs of experts in the field, and case studies. I looked for generally accepted guidelines for writing white papers in terms of the length, information included, format, etc. I cross checked information I found to see if there was agreement among the varying sources as to what constitutes the “best” ways to write a white paper. I also looked for common themes in the style (“dos and don’ts”) of white papers and have included those as well.
LENGTH
White papers can be as small as 2-3 pages or can stretch to 100+. However, the optimal length appears to be in the 6-8 page range. A 2010 survey of 500 individuals in the technology purchasing arena showed that 61% preferred a white paper that was 6 or 8 pages in length. (Four pages followed at 21%, and anything over 10 pages was only preferred by only 5%.) Experts agree that while less is more in terms of length, too small can also be a problem. Experts believe that it takes roughly 5 pages to fully flesh out your point, then you will add a few pages for the up-front and ending material. One white paper expert took on a challenge of writing ten 2-3 page “mini-white papers” and found that not only are they more difficult on the writer, but they also don’t allow for ideas to be fully fleshed out. They also do not allow the room for any necessary graphics, tables, references, etc.
FORMAT/STRUCTURE
While there is variety in what each is called or how they are addressed, most white paper templates recommend including the following information (in this order):
1) Abstract/Introduction/Executive Summary – This gives the purpose of the paper and also provides the hook as to why someone should read the paper. This should be a high-level overview of what is contained in the white paper, including the solution. Oftentimes, readers will only read this section and the summary, so this should contain enough information to get them to a decision or to decide they need to read the full paper.
2) The Challenge/Business Problem - This should be a few paragraphs on what you are trying to solve. This is not a time to sell the product or solution. Simply restate the problem or opportunity "from the perspective of the target audience". This section ensures everyone has the same picture of what is being solved.
3) High-level Explanation/Solution - This is an overview of the solution to the problem. This (again) is not a time to sell your product. This should provide general understanding of the way the problem can be solved, without specific product features. This should include any and all relevant solutions, even if from competing products/services. This section should include any charts, tables, or graphs necessary.
4) Your Product’s Solution/Benefits – This is where you get into the details of your specific product or service to show why it is the best choice for solving the problem and meeting the solution you discussed above. This will be the bulk of your paper. You need to clearly outline the business case for your solution, including return on investment, value, usability, and overall how it is the best solution to the problem. This is where you “sell” your product/service, however you must do so in a way that is more informational and less of a flashy sales pitch, and you still do not go into all the features of your product/service. You need to simply prove how it best meets the solution to the specific problem you defined. You need to be able to prove any claims made, including case studies as necessary.
5) Summary/Call-to-Action – This is a wrap-up of your entire paper, summarizing your solution, why it is the best solution, and the benefits of it and the risks of not using it. Keep in mind that the introduction and this summary may be all some people read, so it needs to be able to stand alone as a convincing section. Include in this section (or break into an additional section), what you want your readers to now do with the information you have provided them, and also how to do that.
While the above is the format of the paper content, don't forget to include a title page (up front) and references and (brief) company overview/information (at the end).
STYLE
There are some additional items agreed to by experts in terms of style/tone of white papers, which I also wanted to include.
1) White papers are not sales-pitches. The goal of the white paper is truly information. It should appear unbiased and stay away from flashy claims. According to one expert, “In a white paper, you write mainly to explain. When you do persuade, you use facts and logical arguments.” The paper should stick to provable facts, not hype. They need to clearly and logically explain the problem at hand and the best solution to it.
2) Remember the audience. White papers are typically read by executives. They are considered legitimate business publications, on the same level as press releases. They need to be written with this serious nature in mind. They need to not only be logical, but also make sense. The thought process and pattern need to be clear and they need to be professional.
3) Don’t forget the call to action, but get it right. Oftentimes white papers will skip this section altogether, leaving the reader with no clear direction on how to apply the information. Other times, this will become the sales pitch telling readers to “call now”. By doing this, you can call into question the legitimacy of your whole paper. Readers are looking to be informed, not sold. Additionally, most of these decisions are time intensive, so the call to action cannot be time-critical.
CONCLUSION
To wrap up, the best white papers will follow the widely accepted standard set of guidelines. The most popular length is around 6-8 pages. The structure has a pattern of Introduction, Problem Statement, High-level Solution, Specific Solution, and Conclusion/Call-to-Action. Also, there are some important style rules that must be remembered and followed for effective papers. Thanks for using Wonder! Please let us know if we can help with anything else!