Getting Started with a White Paper
                     Getting Started with a 
White Paper
https://goodmanlantern.com/
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White Papers are a formal document, which should be “thought leading” in 
your industry. A white paper is an amazing marketing tool, you can connect 
with new clients or customers on a new level – this is because the 
perception of this paper is usually that of higher level of expertise, it’s a 
great way of building trust and rapport.
So how should you write it? Here are our top tips for getting started on your 
White Paper.
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Begin with your Conclusion
The best place to start is to summarise your findings. This will help you set the 
tone of the White Paper. Newspapers use a paragraph in bold at the beginning 
of the news piece to hold the readers interest and make them read more, 
White Papers can also use this tactic.
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Use Clear English and Avoid 
Assumptions in Your White Paper
It is essential that your readers understand your writing, avoid Acronyms, 
Industry clichés, buzzwords, etc. Descriptions or paragraphs that are written 
by other people within the company (Product Descriptions, Developers, Web 
Designers etc.) will often contain assumptions that the reader knows and 
understands what they are talking about. However, most of the time, this is 
not the case.
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Be Specific
If you know that your readers are tech experts then don’t teach them the 
basics this could drive readers away.
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Differentiate your White Paper
A White Paper makes for an excellent marketing & sales tool. So make sure 
you make the most of this in the least obvious way. Your unique and thought 
leading ideas might be interesting, but explain how they can make an actual 
difference. Show readers the evidence that your ideas, solutions or tactics 
are better than your competitors, and then validate that with Independent 
assessments or benchmark tests.
Ultimately, your goal here is to have an impact and encourage the reader to 
follow your ‘call to action’ – that could be a visit to the website or purchasing 
a product or service from you.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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