Action Plan Template Klariti

							How to Write White Papers that Get Results
Welcome to How to Write White Papers that Get Results!
This course teaches you how to think about, plan, write, publish and promote an effective white paper.
You‟ll learn lots of up-to-the-minute tips along the way, and get pointers to many useful resources to
explore on your own. And you can test your knowledge as we go by completing a series of self-marked
quizzes.
You'll get a chance to practice what you learn by analyzing an existing white paper, and then writing
the missing Executive Summary for another white paper.
If you have an upcoming white paper project, you can do the optional assignment of writing a plan for
that document to help get you started. A detailed White Paper Planning Guide is included with this
workshop. You are free to use or adapt this guide for your own real-world projects.
And in our online forum, you‟ll have a chance to ask any questions about white papers that you may
have.
Before you begin the course, take a few minutes to learn about the course interface. Click the big ? in
the top-right corner to learn more about how to use this course.
Good luck, and we hope you enjoy learning how to write white papers that get results!




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1. About this course
This module contains general information about the course including:
    Intended audience
    Prerequisites and computing requirements
    Learning objectives
    Assignments and grading
    Assignment 1




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Intended audience
This course is intended for anyone who needs to plan, revise, write or publish a white paper, or anyone
who manages anyone doing those tasks.
This course applies to you, whether you are working:
    In-house as a full-time writer or manager
    As a self-employed contractor or freelancer
    In a creative agency serving clients who need white papers.




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Prerequisites and computing requirements
Prerequisites
You must be:
    Familiar with computers
    Familiar with the internet
    Familiar with email systems
    Able to read English


Computing requirements
Your computer must have:
    Pentium-compatible processor
    32 MB of memory (or more)
    800 x 600, 16-bit color display (or better)
    Internet Explorer 5.0 (or greater) or Netscape Navigator 7.0 (or greater)
    Flash Player 6.0 (or greater)
    Sound card and speakers or headphones to hear the narration




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Learning objectives
By the time you have finished this course, you will know:
    How to define a white paper
    The many different flavors of white papers
    How to pick the most appropriate flavor for you
    How to evaluate an existing white paper
    How to plan an effective white paper
    How to write an effective white paper that builds your argument with facts, not hype
    The most common mistakes in writing white papers, and how to avoid them
    How to publish and promote a white paper so that your intended audience hears about it.




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Assignments and grading
To give you an overall sense of what you this course involves, the assignments are briefly described
here. Detailed instructions are provided at the end of the appropriate modules.
Assignment 1: Introduce yourself (30 minutes: 10%)
This project is designed to give you practice using the Web interface and the online discussion board.
This project will take you about 30 minutes to complete once you read the notes. It is worth 10% of
your final mark.
Assignment 2: Analyze an existing white paper (2 hours: 40%)
This project is designed to give you practice evaluating an existing white paper. Working from a white
paper you will receive, you will prepare a brief report identifying the strengths and weaknesses of that
document. This project will take you two or three hours to complete. It is worth 40% of your final
mark.
Optional assignment: Prepare a plan for a white paper (2 hours: 0%)
This project is designed to give you practice preparing a plan for a white paper. If you have a white
paper project coming up in the near future, this would be an ideal exercise for you to undertake. You
will receive a White Paper Planning Guide you can use. The instructor and other class participants will
give you feedback on your plan. It will likely take you at least two hours to complete your plan. Since
this assignment is optional, it does not count towards your final mark.
Assignment 3: Write an Executive Summary (4 hours: 50%)
This project is designed to give you practice writing the Executive Summary for a white paper you will
receive. It will take you three or four hours to complete. Afterwards you can compare your Executive
Summary to the one that originally appeared with this white paper. This assignment is worth 50% of
your final mark.




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Assignment 1: Introduce yourself
This assignment is designed to introduce you to the online course system and discussion board.
The course system enables you to read messages from your instructor, check the course calendar to see
when assignments are due or an optional chat session is being held, submit your assignments and access
the discussion board.
The discussion board is a place where you can post text questions to your instructor or other students.
Instructions
      1.    Open a Web browser and log in to your locker room.
      2.    When prompted, enter the userid and password.
      3.    Press OK. You will now see your locker room page with a series of links.
      4.    Click on the View Course Calendar link. You will see when assignments are due and chats are
            held.
      5.    Click on the Submit Assignment link. This is where you will submit your assignments.
      6.    Click on the Visit the Discussion Forum link.
      7.    If you are enrolled in more than one course, select this course from the list of courses.
      8.    Select the Assignment 1: Introduce Yourself thread.
      9.    Scroll down to the bottom of the page.
      10.   Type your message into the Add A Message text field. Write one or two paragraphs introducing
            yourself. Describe what you do, what you specifically want to learn from this course, and how
            you plan to apply your new knowledge once you have completed it.

          Note: This is a good chance to pose any special questions you would like covered in the course.
          It may be possible to take these up in the online chats held during the course.
      11. Click Preview/Post Message.
      12. Click Post Message.
Time
Approximately 30 minutes
Marks and assessment
10%
The instructor will simply check whether or not you introduced yourself, not how well you expressed
yourself.




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2. A White Paper FAQ
Everyone has questions about white papers.
But it‟s tough to make generalizations or to offer any definitive answers to these questions.
White papers come in many different shapes and sizes. There are no published guidelines for writing
them. There are no clear “industry standards” to follow. It‟s not easy even finding a sensible definition
in any dictionary.
So where do we find answers?
The developer of this workshop, Gordon Graham, started with a literature search.
He did repeated sweeps of the Web with various search engines for anything he could find on white
papers. That netted 50+ articles and two books. Then he interviewed a dozen people that contributed
to this literature, including top executives at two of the largest services that syndicate white papers,
KnowledgeStorm and Bitpipe (since acquired by TechTarget).
That gave him a lot of extra background, on top of his 25 years in the technology sector.
In this module, he attempts to provide useful answers to many of the frequently asked questions about
white papers, including:
    What exactly is a white paper?
    What is our working definition of a white paper?
    Are there any industry standards for white papers?
    What about using color in white papers?
    What about graphics in white papers?
    Who reads white papers?
    Why do they read them?
    When do they read them?
    What are the hottest topics for white papers today?
    What types of vendors publish white papers?
    Why do vendors publish white papers?
    How do white papers fit into a sales cycle?
    What different flavors of white papers exist?
    When is each flavor most useful?
    How can I tell which flavor is best for me?
    When is a white paper not a white paper?
    Where did white papers originally come from?
    Where are they going in the future?


But remember, no one has the final word on any of these topics. You‟ll have to decide for yourself
whether these answers make sense to you, and how to apply them to your particular situation.




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Objectives
When you finish this module, you will know some useful answers to many of the most frequently asked
questions about white papers.




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Lecture
This lesson answers all the most frequently asked questions about white papers. This lecture is
presented as a PowerPoint presentation with 30 minutes of accompanying narration.


Here are a few notes on how to use the slides.
Listening to the narration
1. To hear the narration, turn on your speakers or plug in your headphones.
2. When you see a new slide, the narration should begin automatically.
If not, click the speaker icon to start the narration.
Reading the transcript
You can also read a transcript in the Notes below each slide.
To see the transcript, select View-Notes Page in PowerPoint.
Navigating the slides
To go to the next slide, click anywhere on the screen.
To go back to the previous slide, click the left arrow on the screen.
To go back to the first slide, press the Home key.
To go to the last slide, press the End key.
To end the lecture and go back to where you were in the course, right-click, select End show and then
exit from PowerPoint.


Click here to begin the lecture




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Readings
Here are some further articles on the basic concepts of a white paper.
What are White Papers?
A quick overview of the definition and purposes of white papers.
Published by Klariti at www.klariti.com and used with permission.
http://www.klariti.com/business-writing/What-are-White-Papers.shtml
Using White Papers for Strategic Advantage
A brief introduction to the history and strategic important of white papers.
Published by Klariti at www.klariti.com and used with permission.
http://www.klariti.com/business-writing/White-Papers-Strategic-Advantage.shtml
The White Paper Whitepaper
An excellent 11-page overview of the purpose and types of white papers and what it takes to create
one. Written by Alan Radding in 1997 and still as current as the day he wrote it. Available from
www.technologywriter.com and used with permission.
(I have this as a PDF called “The white paper white paper.PDF”)
The Churchill White Paper (optional reading)
This is one of the first “white papers” ever published by the British government, and seems to be the
oldest white paper available on the Web. It is still well-known for two reasons: it was written or at
least approved by Winston Churchill, who was then Colonial Secretary. And it concerned the creation of
a Jewish state in the Middle East, an area that is still rocked by turmoil.
Actual text and facsimile front cover of the Churchill White Paper:
http://www.wzo.org.il/home/politic/d156c.htm
Discussion of the historical background of the Churchill White Paper:
http://www.palestinefacts.org/pf_mandate_whitepaper_1922.php




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Quiz
True or false?
[ ] T/V [ ] F    There are some accepted industry standards for white papers.

What exactly is a white paper?
 A way to freeze-dry your ideas.
 Anything that anyone calls a white paper.
 A document that provides useful information for potential buyers seeking to understand a certain
technology.
 A 1-page fact sheet that sums up the technical specifications for a product.
 A persuasive piece of marketing collateral, very similar to a brochure.

True or false?
[ ] T/V [ ] F    The more color and gloss in a white paper, the more people will trust it.

True or false?
[ ] T/V [ ] F    All white papers are aimed at a more-or-less technical audience.

Why do people read white papers?
 To stay on top of new and emerging markets or trends.
 To get information about products and vendors.
 To compare products.
 To help justify potential buying decisions.
 To develop a short list of qualified vendors.
 All of the above.




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Summary
This module looked at many common questions about white papers, and tried to present some useful
answers. Since there are no clear “industry standards” for white papers, this is not a simple task. And
since white papers are evolving quickly, defining them precisely is like shooting at a moving target.
Please use the answers that make sense to you, and disregard the rest.
As you will see in the next lesson, it is quite possible to achieve great results using white papers that
defy all conventions. Don‟t let your imagination be limited by what other people say you can and can‟t
do in a white paper.
The only question that really matters is this: are you providing useful information to a target audience
that‟s interested in learning more about your product, your service or your technology?




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3. What Makes an Effective White Paper?
In this module, you will look more closely at what makes a truly effective white paper, one that stands
out from the crowd and gets results.
First you‟ll hear a real-world case study from a software company that takes an unconventional
approach to white papers, and gets spectacular results doing it. Then we‟ll drill down a little deeper to
find out the specific tips they learned about how to create effective white papers.
After we‟ve seen an example of a company that does every right, we‟ll look at the very opposite: how
to do everything wrong. We‟ll discuss what I call the 10 deadly diseases afflicting white papers today,
and how to prevent and cure each of them.
Then you will apply your new knowledge on an assignment to evaluate an existing white paper that will
be provided to you.


Randy Cronk interview is really great
White Paper Fatigue Syndrome (B) and more
Christine Taylor E
Jim Stelzner F pages 3,4,5 substance




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Objectives
When you finish this module, you will know what makes an effective white paper.
You will understand that very unconventional white papers can sometimes generate great results.
You will learn many tips for creating effective white papers. You will also know many of the most
common problems that afflict white papers today, and how to avoid them.




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Lecture
What makes an effective white paper?
Most people would agree that a successful white paper is one that gets noticed, gets downloaded
numerous times, provokes media interest, and generates leads from prospective buyers… some of
whom ultimately buy from your firm.
By any of these measures, the white paper you‟ll hear about in this lesson was a resounding success.
This lecture presents a real-world case study about a small software company that gets spectacular
results using unconventional white papers. The company‟s marketing team doesn‟t follow the same
conventional wisdom as everyone else. They “think different” and then publish unique white papers
that stand out in a crowded marketplace.
But the results speak for themselves.


This lecture is a PowerPoint presentation with 20 minutes of accompanying narration.
Here are a few notes on how to use the slides.
Listening to the narration
1. To hear the narration, turn on your speakers or plug in your headphones.
2. When you see a new slide, the narration should begin automatically.
If not, click the speaker icon to start the narration.
Reading the transcript
You can also see a transcript in the Notes below each slide.
To see the transcript, select View-Notes Page in PowerPoint.
Navigating the slides
To go to the next slide, click anywhere on the screen.
To go back to the previous slide, click the left arrow on the screen.
To go back to the first slide, press the Home key.
To go to the last slide, press the End key.
To end the lecture and go back to where you were in the course, right-click, select End show and then
exit from PowerPoint.


Click here to begin the lecture




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Readings
Why Spammers Spam
The ground-breaking white paper from Vircom referenced in the previous case study.
Here is the company‟s blurb for this white paper: “A world premiere! Vircom experts step into the
underground world of spammers and bring back interviews with 3 American spammers.
Why Spammers Spam is an incredible insight into the American spammer scene. It sheds some light on
spammers' motivations, techniques and resources as well as their perception on the effects their
activities have on individual, ISP and corporate users.”
Published by www.vircom.com and used with permission.
Can Laws Block Spam?
Another intriguing white paper from Vircom referenced in the previous case study.
Here is the company‟s blurb for this white paper: “A detailed analysis of the recent CAN-SPAM Act and
other international spam legislation initiatives. Features comments and opinions from world-class
analysts and legislators. „Can Laws Block Spam?‟ is a must-read for anyone interested the legal aspects
of spam and in the implications of various governments attempting to control what has now become an
electronic epidemic.”
Published by www.vircom.com and used with permission.
Facing Consequences
A heavily-researched white paper from Vircom published after “Why Spammers Spam.”
Here is the company‟s blurb for this white paper: “Vircom's SpamBuster Team completed a 6-month
investigation into the effects of spam on unprotected business networks. Read how spam levels evolve
over time and how the problem increases by up to 300% when end users start responding to spam!
Includes Vircom's 7-step guide to avoiding spam.”
Published by www.vircom.com and used with permission.




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Quiz
What was unconventional about Vircom’s white paper “Can Laws Stop Spam?
 The subject matter: balanced critiques of legislation from several countries aimed at controlling
spam.
 The content: a set of devastating exposés on how it is impossible to stop spam.
 The format: actual pages from legislation marked up with callouts.
 All of the above.

True or false?
[ ] T/V [ ] F    To differentiate means to be distinct by doing something different.

What was unconventional about Vircom’s white paper “Why Spammers Spam”?
 The subject matter: realistic profiles of three actual spammers.
 The content: mostly comments taken verbatim from emails.
 The format: quotes marked with unique icons to show who is speaking.
 All of the above.

True or false?
[ ] T/V [ ] F  Publishing well-researched white papers on topical issues can help a vendor become a
trusted contact for journalists, and in this way lead to more media coverage.

What would you do?
If you had been the marketing VP at Vircom, would you have let the team take such an unconventional
direction? Why or why not?
Would you have insisted that they mention your products in every white paper? Why or why not?
After “Why Spammers Spam” was so successful, would you be prepared to be more flexible?




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Lecture
In this lesson, you‟ll drill down a little deeper to find out the specific tips one company learned about
creating effective white papers. You will get an inside look at the white paper publishing process of the
same software company featured in the case study. Along the way, you‟ll learn 19 specific tips that
they discovered on planning, writing and publishing white papers.


This lecture is a PowerPoint presentation with 20 minutes of accompanying narration.
To hear the narration, turn on your speakers or plug in your headphones.
To see the transcript for each slide, select View-Notes Page in PowerPoint.


Click here to begin the lecture




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Readings
White Papers Help Vircom Build Mindshare, Win Awards, and Sell Software
(+19 Tips You Can Use to Follow Their Lead)
A real-world case study on how one small software company got spectacular results with an
unconventional approach to white papers.
Written by Gordon Graham for www.SoftwareCEO.com and used with permission.




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Quiz
True or false?
[ ] T/V [ ] F    A white paper is just a sales pitch with a less flashy presentation than a brochure.

What’s the best way to research a white paper?
 Look at what your competitors are doing and then use the same sources but with your own spin.
 If you can‟t find what you need, make up some impressive-sounding statistics.
 Do you own research, and confirm every fact and figure scrupulously.
 Call up a few industry experts and have them agree to substantiate your company‟s approach. You
might have to pay them a little for this.

True or false?
[ ] T/V [ ] F    You should never send your white papers to the press. They can‟t understand them
anyway.

How should you create diagrams for your white paper?
 Recycle anything you can grab from the company‟s brochures or ads. They‟re already nice and
colourful.
 Work with an illustrator and plan on doing several passes on each graphic until it works.
 Use clip art or stock photos that you find on the Web. This is the most cost-effective approach.

True or false?
[ ] T/V [ ] F   It takes the right mix of skills to create a professional white paper. This mix is not
likely to occur within a single individual or even within a single workgroup.




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Lecture
Many white papers are not effective and do not get the desired results. There are some definable
reasons for this. In this lesson, you‟ll consider the main problems that can afflict a white paper, or
what your presenter calls “The 10 Deadly Diseases of White Papers.”
These 10 deadly diseases include:
    Boring title
    Obnoxious registration form
    Missing executive summary
    Far too long
    Not enough or unclear illustrations
    Undefined terms and acronyms
    Sales pitch in disguise?!
    Too much hype, too little evidence
    Poor flow of ideas or logic
    No action step


You‟ll learn how to recognize the symptoms of each of these white paper killers, some likely causes
and the recommended ways to cure them. This lecture is a 15-minute PowerPoint presentation with
accompanying narration.
Before you begin this lecture, make sure you turn on your speakers or plug in your headphones.


Click here to begin the lecture




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Readings
Why White Papers Don’t Always Work
A brief guide to the reasons why some white papers fail to achieve their goals.
Published by www.Klariti.com and used with permission.
What’s Wrong with White Papers?
A brief look at the some of the most common problems with white papers.
Published in the newsletter of the Marketing Communications SIG of the Society for Technical
Communication, Impact! and used with permission.
Ten Tips on Writing White Papers
A helpful summary of tips on writing effective white papers.
Published in Intercom, the magazine of the Society for Technical Communication and used with
permission.




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Quiz
QuizClientSideStart

True or false?
[ ] T/V [ ] F People are interested in information, not packaging. The title you give a white paper
doesn‟t have much impact on how many people see it.

Correct:
Incorrect:

When is a white paper too long?
 When it‟s too thick to staple with an ordinary desk stapler (15 pages).
 When your target audience files it in their “TO READ” pile... and never sees it again.
 When it could easily be split into two or more shorter and more focused documents.
 All of the above.

Correct:
Incorrect:

True or false?
[ ] T/V [ ] F         Every white paper should have an executive summary.

Correct:
Incorrect:

What is an action step?
 One element in an action plan, such as “schedule meeting for Monday morning.”
 A form of aerobic exercise that mimics the process of walking up stairs.
 The next step you would like your readers to take, such as to visit your Web site or to register for
an e-newsletter.
 A way of placing your feet on the ground to promote proper posture.

Correct:
Incorrect:

True or false?
[ ] T/V [ ] F     Everyone understands industry jargon, and spelling out acronyms and defining terms
will just irritate them.

Correct:
Incorrect:
QuizClientSideEnd




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Assignment 2: Analyze an existing white paper
This project is designed to give you practice evaluating an existing white paper. You will analyze a
white paper from Acme Wireless Systems and prepare a brief report on its effectiveness. In particular,
you will identify its strengths and weaknesses. This project will take 2 to 3 hours to complete and is
worth 40% of your final mark.
Please note: you do not necessarily have to understand the technology described in this white paper.
You do need to understand whether this document makes a convincing case for this technology.


Task instructions
Review the white paper
You will be provided with the white paper called “Converting Enterprise Applications to Wireless” from
a fictitious company called Acme Wireless Systems.
Analyze the intended audience
Write one or two sentences to identify the intended audience for this white paper. Are they technical
recommenders or decision-makers? Or some combination of both? Then list what information this
audience likely needs to see in a white paper.
Pinpoint this white paper’s strengths and weaknesses
Using the template provided, flag each of the strengths and weaknesses you can find in this white
paper. When appropriate, provide page references and quote actual passages to back up your findings.
Give an overall summary
In two or three sentences, answer the question: how effective is this white paper overall? Refer back to
the needs of the intended audience you selected earlier. Does this white paper provide the information
its audience needs?


Time estimate
Approximately 2-3 hours


Once you have completed the assignment, submit it for marking:
    1. Name your file with your userid followed by "_whitepaper.doc." (e.g.
       ggraham_whitepaper.doc).
    2. Log in to the course locker page.
    3. Click on the Submit an Assignment link.
    4. Select the deliverable you are submitting.
    5. Browse and select the doc file on your hard drive.
    6. Click Upload.


Marks
This project is worth 40% of your final mark. The instructor will be checking whether you can identify
the intended audience of this white paper, and pinpoint its strengths and weaknesses. Your overall
conclusions are important too.



How to Write White Papers that Get Results as of January 17, 2005   page 25 of 27
Correct intended audience ..................... 10%
Analysis of white paper‟s weaknesses ........ 10%
Analysis of white papers‟ strengths ........... 10%
Overall summary .................................. 10%




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Summary
This module looked at one key question from many perspectives: what makes an effective white paper?
In the end, it‟s up to you—and your company—to define the results you want to see from your white
paper. These results can often be many-sided.
For example, your company may consider that a truly effective white paper does all these things:
       Communicates clearly and effectively
       Meets the needs of your intended audience for useful information
       Increases mindshare for your company‟s approach
       Generates leads for your sales and marketing team
       Justifies its costs in terms of marketing metrics.
That‟s a tall order. But everything you learned in this module should help you fill it.




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