Begin the white paper with a clear description of the problem and its impact on the reader. Discuss the history of solutions that were developed to tackle this problem. If you include technical information, make sure it is comprehensible, and not full of jargon. Outline the characteristics of an ideal solution and finally, introduce your product with convincing arguments and evidence in the form of empirical data, case studies and testimonials. Make sure your white paper demonstrates a clear connect between the product and the problem.
Strike a balance between providing sufficient information and testing the readers' attention span. Unless the white paper is on a highly technical topic for a specialized audience, keep the length to around 3000 words in eight to 10 pages. Give your white paper a title that grabs attention of skim readers. Include tables, charts, diagrams and graphics to make content interesting. Use strong headlines, captions and bullets to improve readability.
Use the right level of formality to present your data. Using pronouns such as "I," "you" and "we" may seem friendly, but it sets too casual a tone, often detracting from the gravity of the matter under consideration. Sculpt your white paper to your audience, allowing their concerns to guide the content you present. Include relevant case studies and examples to establish your credentials as an expert. Avoid introducing your company or product at the beginning or readers will dismiss your white paper as just another marketing gimmick. Give this information not at the beginning, but at the end of the white paper, after you have built credibility.
The way you end the white paper is an important determinant of the response you evoke. The purpose of the white paper is not merely sharing information about a problem; it is to promote your solution. Just discussing an issue and introducing your product won't make people buy it. You have to create a call to action that motivates the reader to make a buying decision. This ending should be strong enough to make the reader pick the phone or write an email to find out more about your product.