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What's The Focus In Your White Paper by Dennis Murphy
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What's The Focus In Your White Paper |
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Education
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As the old perfume commercial (for Whisper perfume) goes, "if you want to capture someone's attention: Whisper." Twenty-five years later I still remember that one line. Why do I remember a perfume I will probably never use amidst 25 years of clutter and commercials? What makes this stand out? One word: focus. It wasn't that it was the word "whisper," but in the way it was presented. They even whispered the word "whisper." It was a brilliant, though subtle, piece of marketing on their part. So, how in the world does this affect the way we should write a White Paper. Never thought you'd ask. White papers can be many things to many people, and often are. To some it can be a technical document, a business document, a marketing or sales document, a product document, and even some consider it a catchall for all things about a product. But that's not the purpose of a White Paper. It shouldn't be a catchall document the captures all of the above but is very loosely organized. This document should inform and gently sell you on an idea. And the document should be so concise in that effort that it falls between 8-10 pages maximum. Anything more is not focused at all. Anything less might need to be beefed up a tad. As in our Whisper perfume commercial, the focus of the paper should be targeted towards its primary audience. This will help focus the document further. If the primary audience is executives and the secondary audience is techies who will manufacture the product, then you might seriously consider creating two papers, one with a target audience of executives and the second targeting manufacturers. Writing the white paper does not need to be a complicated undertaking. It does require some upfront planning to make sure you are on track with your subject and on target with your audience. Planning the document with your target audience in mind is more than half the battle. Having a great beginning, middle, and end is also critical for its success. Like any good document, in the introduction section you should tell the reader what you will say in the document. The body should be the focal point complete with complementary charts and diagrams if necessary, and the summary should tell the reader what he or she just read. Avoid technical jargon so that the reader doesn't get hung up on a word here or there. Make it clear, concise, and bold. Remember, it is not a sales document. It should lightly sell the reader on the concept, and whet her appetite for something more. dissertation service
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