8. White Papers

A white paper, in the context of sales collateral, is a quasi-academic essay covering a particular area of industrial development. They are used exclusively in a business-to-business context and usually to promote a technology, format or platform rather than a particular product. Typically they are quite long – up to around 5,000 words – and can be very technical. They are expected to be relatively objective, covering the pros and cons of different options in the area being discussed. Extensive research may be needed in developing a white paper; you will probably want to have access to research, statistics, case studies and so on to make sure that you can write competently about the subject. Break your copy up into sections and include any relevant diagrams you can get your hands on.