What Are White Papers In Copywriting

History of white papers

The history of white papers starts with the inception of modern advertising- basically, any form of marketing communication that employs a corporate message to promote or sell a product or service.

The goal is to convince the audience to take action by showing how purchasing the product will benefit them.

There are many different ways to communicate information to people; books, pamphlets, speeches, posters, billboards, mailers, you name it –– all techniques for conveying information and persuading customers.

White papers are just one more type of communication tool, like flyers or brochures.

However, unlike most other communications tools, whitepapers offer much higher quality content than a flyer can provide.

Unlike with a flyer, you cannot only write the paper, but also design it (provided you have graphic skills).

Moreover, because it is an online document, you can prevent users from seeing what it looks like, or at least make its display less visible.

Importance of white papers

Even if you’re an experienced writer, you need to understand the importance of writing a well-received white paper. An online search will tell you how important this type of marketing is, but there are several reasons why it’s so vital for your business.

White papers can help spread the word about your brand and services. People don’t make purchases instantly, so having a good white paper that makes people feel more confident in their decisions can help speed up the sales process.

If you have a product with long lead times (6 months or longer), then hiring someone to write a white paper may be all you can do at this stage. But, even then, you should still try to find writers who can create quality content as opposed to just getting another copywriter to finish work off.

Finding experts in specific fields is never a bad thing. If you know what you’re talking about and you have expertise in those areas, you can write a white paper that goes beyond filling out forms and describing features.

At the very least, you should give some short topic tips before trying to start writing. Without further education on your part, that might be all anyone else needs to put you down.

Design principles of white papers

A lot has been said about the effectiveness of design in marketing materials. Many studies show that well-designed products are presented, explained, and sold with increased sales, reduced returns, and decreased customer complaints.

The same applies to white papers. The look of a paper play an important role in how it is received by the audience and interpreted by them.

A common mistake people make when writing a paper is to focus only on the content. They forget that the style and appearance of the paper affects its reception.

When you write a paper, you must think not just about what you want to say, but also how you want to say it. You need to take into account any aesthetic issues or similarities to previous papers.

Consider your reader and choose a language and motifs which express who you are as a writer. Your readers will be able to tell if your paper speaks directly to them or whether their impression is that you’re talking down to them.

Writing white paper topics

A good copywriter should know how to write about current events, politics, lifestyle trends, sports, food and more.

In fact, one of the biggest challenges of writing for sales is choosing relevant topic content.

That’s why it’s important to learn what “white papers are written” means. Written content goes way beyond basic text.

You can link words together to create phrases or even tweets. You can also go back into your document and rearrange terms, keywords and sentences to make each version sound different.

This helps people who read documents like yours find things that matter to them and makes their search less time consuming. And when they have questions, they will ask you rather than Google, because they trust you (which is kind of the whole purpose).

Linked texts are easy to find and fit seamlessly within any type of doc, but blogs are its most common form.

They consist of short paragraphs (a rarity among readers) with headlines, tags and other promotional elements to attract followers and comments.

Tags are another form of linked text often found in social media posts and stories. Tags serve as index entries for related information.

Create topic areas

Writing an article with a title, question, and topic area is very useful when you are trying to gain audience interest. These can be divided into categories such as titles, questions, topics, and arguments.

Title area gives your writing a strong opening statement that will prompt your reader to keep reading. A good title also inspires confidence in the message behind it.

Question or theme areas take the focus off of the story being told. Readers aren’t quite ready to quit reading yet, so they will continue to read until they get what they need from the text.

Topic area gives the reader a chance to put their mental finger on something other than what the writer was attempting to tell them. This works well for documents like blogs where readers talk about how things have changed (topic), why certain products are better than others (sub-point), or what challenges they had previously faced (title).

Argument area is great for telling someone how to solve a problem by laying out facts. You can use evidence and reasons to show that one solution is superior to the next.

Think about writing methodology

There are several different ways to write a white paper, depending on your audience. If you’re writing for marketing professionals, there are traditional methods like the five-step outline mentioned below.

If you’re writing for non-marketing people, try using one of these more creative methodologies.

Consider format

In addition to creating any number of white papers, you can also write form letters, brochures, sales materials, web pages, and much more.

When writing your white paper or business document, consider its shape, tone, and length. The purpose of this article is to provide you with some tips for better copywriting, so you can focus on what matters most to your audience.

For example, if you’re writing something letter-sized that relates to marketing, don’t worry about trying to fit it into a paragraph submission guideline.

Likewise, if you are writing a transcript or investigative report document, then go with a block style where necessary. It will be easier to follow along.

However, if you have a narrative style write up that relies on pacing and flow, break it down into paragraphs. This way you can still maintain a rhythm without stopping.

In regards to page count, unless you are preparing for an academic essay, the suggested minimum paragraph length is 7 sentences. However, studies show that when people read shorter paragraphs, they feel more confident in their ability to comprehend the content within them.

If you need more space, then split one paragraph up into two paragraphs. Your readers will benefit from knowing how long each segment should take, as well as having separation between segments.

If the subject matter calls for it, you can also divide up the paragraphs using subheads.

Look at samples

Another way to find out if you like a white paper topic is to read some examples. You can check out free sample reports or articles,

Look over what they have to say and consider whether this is something that would benefit people in your target audience.

There are many websites that offer white paper topics online. You can look through my list of 70+ Best White Paper Topics for ideas.

You also can browse other copywritten materials and see if there are any good potential topics. There are thousands of different white papers published every year so there’s always something new to explore.

Let yourself be inspired by others who have done thorough research and written excellent quality material.

Once you get one topic started, it will give you inspiration and help motivate you to start working on another.


Go into the project with an open mind. Don’t set any expectations about how much time it should take or how well you should do on your own.

Read as many examples and sources as possible. After you examine a subject, write down all the information you've learned about it.

Put forth your best effort and never forget that your purpose is to inspire and educate others, not to earn money.

Edit your paper

The first step to editing any document is to edit it. When you start writing, you may test the reading level of the material using one or two paragraphs. After you’ve written them, you can cut out what doesn’t need to be there.

You want to remove anything that isn’t directly related to the topic and content of the page. You also can reorganize how you have the information laid out to enhance the flow of the article, making sure all of your points are made clearly and efficiently.

When you’re done, you should read through your work again with an expert eye. Look for places where you could improve your technique or add more clarity to a sentence.

It’s very important to see what you’re going to write before you write it. By seeing something on paper, you know what needs to get carved out of the wood (or computer file) when you write it.

About The Author

Juice Staff Writer
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