Writing White Papers - Book Review

Writing White Papers
How To Capture Readers And Keep
Them Engaged
by Michael A. Stelzner

Hardcover: 200 pages
Publisher: WhitePaperSource Publishing (October 1,
2006)

Book Review

Review by David A. Baldwin

What's It About?
White papers have become an increasingly popular
education and marketing tool. This book is an authoritative
guide to writing them and using them as a marketing
device. As the blurb on the inside flap puts it, "White
papers are at the forefront of an educational marketing
revolution. Powerful enough to lure readers and able to
persuade with unyielding strength, the well-written white
paper is a super weapon in the marketing professional's
arsenal."

In my recent experience, technology professionals are
especially fond of white papers. While they have the ability
to inform, educate, and persuade, white papers are also
short enough to not overwhelm the reader. Well-crafted
white papers can even replace traditional forms of
documentation covering technical subjects. Mr. Stelzner
takes the reader through the process of creating a white
paper that can succeed in meeting its goals -- and
persuasion is always one of them.

Who Wrote It?
Michael Stelzner has become a well-known promoter of the
use of white papers. His Web site, whitepapersource.com,
is devoted to the writing and marketing of white papers --
nothing else. He publishes an e-mail newsletter covering
the topic which, he states, goes to over 20,000
subscribers. He also says he has written over 100 white
papers for big name corporate clients. No reason not to
believe him.

What's In It?
The concept map following this review shows the book's
organization and topic coverage. In eleven chapters and
three appendices, Stelzner explains how to write white
papers and what to do with them when they are complete.
While his explanation of the writing process is good, his
discussion of the uses of white papers is less than
exhaustive. Readers should be able to think of many more
ways to benefit from using this writing genre.

In the book's first chapter, Stelzner states the underlying
premise of white paper writing: "If you give readers
something of value, they will give you their loyalty, and
ultimately their business." He goes on define the white
paper in detail and quotes a professor and white paper
specialist who explains that white papers "represent an
intersection of technical documentation with marketing
communication."

The author succinctly provides a ten-step process for
writing a white paper. This process is consistent with the
process of writing in general. Interestingly, the final step in
the process is to hire an editor. In this era of Web 2.0
when anyone can write and publish anything, the caution
that a written product needs the attention of a
professional is good advice.

Identifying an "ideal reader" is good practice. Any writer
can keep his work in scope and on target if he imagines
himself speaking to a specific person. This is like acting for
an audience of one. It keeps the work sharp and in focus.

Stelzner's problem-solution approach works well. He
recommends a soft-sell strategy that reduces the reader's
sense of intimidation and resistance to the paper's
message. He also suggests the writer focus on benefits of
the product or service in question instead of its features.
This is a well-known and accepted perspective, but one
that requires the writer's conscious attention to maintain.

Throughout the book, the author discusses various issues
that come to mind as the writer proceeds through the
white paper creation process. His Appendix I: White Paper
Quick Start Guide is a collection of brief lists that summarize
some of the rules to follow as the writer approaches the
project.

Is It Worth Reading?
Michael Stelzner has provided a useful guide to writing
white papers. For the first-time white paper writer, or a
business person who is not a writer but wants to use
white papers to market a product or service, the book
provides a road map to getting a white paper project done.

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