Writing White Papers author Michael Stelzner joined the SF IABC Independent Communicators’ Roundtable by phone yesterday to share his secrets of success as a freelance white paper writer.
Stelzner has built his reputation as the go-to guy based on a cleverly crafted argument that writing white papers is an art not to be taken lightly — and certainly not to be undertaken by amateurs. Here’s why:
Hybrid beast
White papers are a cross between an informative, in-depth article and a persuasive brochure. People read them to help make decisions about what products or services to buy to solve complex business problems.
Unlike other tools in the marketing communications toolbox, white papers expound at length on the concepts, without specifically mentioning a product or service (until the end). They document relevant industry trends, the history behind the problem, why other solutions have failed, and what solutions are emerging (available from the white paper sponsor, of course).
The finesse comes in making a white paper so authoritative it is perceived as being objective, while gently persuading the reader that the proffered solution is the single best option. Readers understand this, yet still value the education they get. According to MarketingSherpa.com, white papers are read by more decision makers than any other marketing collateral.
Lead generator
Marketers use white papers to generate leads. They offer them as an incentive to register with a website or subscribe to a newsletter. They use them as a call to action in online advertising. And they distribute them in conjunction with blogs, webinars and podcasts. Many syndicate their white papers through such outlets as Knowledgestorm.com.
White also papers establish thought leadership. When he circulated his own “How to Write a White Paper: A White Paper on White Papers,” Stelzner became an overnight sensation. He says that paper is still a major source of leads.
Because marketing with white papers is as much an art as the writing itself, Stelzner encourages freelancers to advise their clients on how to use white papers effectively. He decries the “post-and-hope syndrome,” where marketers publish a paper online and expect people to find it.
Complex structure
The two basic elements of a white paper are problem-solution. But detailed analysis of each requires numerous points and subpoints. Like a fine family recipe, Stelzner’s outline includes these main ingredients:
- Define the problem and the pain points it causes
- Describe the hi-level solution
- Identify how the solution addresses the pain points
- Explain how to choose the best solution / solution provider
- Introduce the specific product or service and its competitive advantages
Then generously seasons with spice to make it rich and tasty:
- Document market drivers behind the problem
- Cite authoritative sources
- Discredit historical solutions
- Trace the trends that lead to this solution
- Give examples of real success stories
Needless to say, this process takes time for research, writing, editing and revision. White paper writers surveyed by Stelzner’s White Paper Source Newsletter report that it takes 24–40 hours to write a paper, including at least 10 hours of research.
Long and lean
Stelzner says the average white paper is 6–12 pages, with generous margins (space for comments) and pull-outs for key takeaways. Each topic in the basic outline gets 1–2 pages. The most effort should go into the problem and solution definitions. The shortest section should be the last, where you mention the specific product / service.
Writing a white paper takes a talent for making detailed information both persuasive and compelling. You must not only be a great copywriter but also a skillful interviewer. Expect to do 6–8 interviews per paper. As Stelzner says, “The best stuff lives in someone else’s head.” For highly technical papers, the writer must also be savvy enough to bridge the technology knowledge gap.
Challenges
Clients who want white papers are often put off by the cost. They don’t have the time or skills in-house, but they balk at freelance fees. Stelzner says most freelancers charge a flat rate based on a range of pages — 55% of writers charge $3,000 or more for 10 pages. Highly experienced writers charge more. For example, a 6–12 page paper might cost $6,500.
To overcome the cost objection, make a case for how the paper will pay for itself in leads that generate sales. It may take just one or two sales to recoup the cost.
Lack of clear feedback on the first draft is the single greatest obstacle to delivering the final white paper. Submitting a detailed outline for approval beforehand can help. Hiring an editor to review the draft before delivery can guarantee satisfaction. Stelzner pays an editor 5% of his fee to ensure the first draft is in final draft form.
Stelzner makes a lucrative living writing white papers — at least four a month, delivering about one paper a week. To learn how you can do it, too, read his blog at www.writingwhitepapers.com/blog, or subscribe to his newsletter at www.whitepapersource.com.
