Writing Great White Papers


How to release your information to potential clients to get the best results.

The purpose of creating these white papers is to release information to your potential clients about subjects of their interest.  Such topics might include how to economize, become more “green,” keep their equipment running efficiently, prepare for a specific weather condition, etc.  White papers should also tell them if there are certain regulations that need to be followed or annual tests needed to be performed by law. 

The key to a great white paper is to keep it client focused.  Your clients would rather not be advertised to by your company but otherwise informed.  This document explains how to inform your clients about topics they want to learn about without weakening your credibility.   


Constructing a White Paper


A white paper should be targeted towards a very specific audience.  Show your experience through knowledge of a detailed subject matter and explain the problems/solutions/technologies your audience would want to know. 



Title Page- The title page should include an attention grabbing title that will peak the interest of readers.  It needs to convey what is to be learned from this paper in a brief statement which strikes curiosity.  A company logo/name may appear on the title page but should not exist in the title itself. 


Summary- The summary portion should precede the body text and give a synopsis.  This section should speak more generically about the subject matter and outline the topics or procedures which will be explained.  Enticing issues and subject matters should be stated to be effective and encourage individuals to continue reading. 


Body- The body should express your understanding of issues that arise which directly relate to your white paper topic.  It may include technical jargon/graphs/examples to define problems and explain solutions.  It should provide measures to be taken concerning specific job/task rather than stories about how your company has helped others with similar issues.  This section should be segmented into pieces to make it easier to read and understand. 


Conclusion- Restate your main points in your concluding paragraphs.  Show that there is an end result.


Boilerplate Statement- The boilerplate statement should be a short statement about Air Masters that can be used time and again.  It should explain important services or products and the effect these items have on your clients.  Companies should not be identified until this point. 

Refining a White Paper

Do’s and Don’ts

Don’t use Company Name- Company names should not appear in the white paper except on the title page and in the boilerplate statement. 

Do Start Strong- An effective white paper has great readership as a result of a clear, concise, and stimulating headline and summary. 


Don’t Advertise- Don’t advertise, inform.  Companies will appear more credible by relying on its expertise rather than preaching about its services. 


Do Be Accurate- Make sure all figures/accounts are correct. 


Don’t Linger- A white paper should be between three and six pages.  The topic of the white paper should be very specific, thus, the paper can be highly detailed.   

Remember, each white paper should include a CTA, or, call to action, that allows that person to sign up to receive additional white papers.  Or, a link that takes the person to a landing page that includes more information and a form to sign up for more white papers.