Who needs white papers?

by Gordon Graham, That White Paper Guy
 

Does your company need a white paper writer?

Here are three simple questions that will give you the answer:

• Are you selling something relatively new?

• Something relatively complex?

• Something relatively expensive?

Any B2B vendor selling anything relatively new, complex, or expensive can likely benefit from a white paper.

Whether you're selling a product, a service, a technology, or a methodology, you still need one. And whether you use that white paper to establish thought leadership, gather leads, or cement sales, you still need one.

Here's why.

Question #1: Are you selling something new?

When a technology is brand-new, it's not easy to research. There are no articles in trade magazines and no books written about it. There are no forums or Web sites to visit. There are no trade associations to promote it.

Once those exist, and the offering becomes well-understood—if that ever happens—the need for white papers is greatly diminished.

For example, when ERP started to supplant MRP-II in the early 1990s, it was considered the cutting edge of technology. A huge flurry of white papers were written to explain how ERP extended MRP-II into new area such as finance, HR, engineering and project management.

Today, business and technology magazines don't even bother explaining what ERP is. There are lots of resources for finding out about it: articles, books, Web sites, and forums. Nobody publishes white papers explaining ERP any more. Now they talk about how their new offerings go beyond ERP.

Question #2: Are you selling something complex?

When an offering is complex, prospective buyers need information to help them understand it. The product, service, technology or methodology is not self-evident just by looking at it.

Over time, as that offering becomes commoditized and repackaged into consumer-level products—if that ever happens—the need for white papers disappears.

For example, the first industrial robot in the world went online at a GM plant in New Jersey in 1961. It took a big team of experts to install, program, tweak and maintain. You can bet that it was complex and took a lot of explaining. No doubt companies selling industrial robots used technical white papers to help explain their offerings.

Today, you can buy the RoboRaptor in any Future Shop. This is a toy dinosaur: robotic technology repackaged for kids. Sure, it comes with a manual. But no parent wants a white paper on RoboRaptor. They just want to see their kid's eyes light up when they bring it home from the store.

Question #3: Are you selling something expensive?

When an offering is expensive, it takes a big decision to buy it. This decision probably involves upper management, and perhaps a selection committee with people from various departments. Everyone will have questions. So a white paper is a great way to deliver a vendor's "best answers" right into the boardroom.

Over time, if the price for that offering drops to the point that any small business can afford it—if that ever happens—the need for white paper writing is greatly reduced.

For example, when James Bond was menaced by a laser in 1964's "Goldfinger" these were still hugely expensive items found only in research labs and super-villain hideouts. The first commercial laser was not used until 1969.

At that point, buying an industrial laser was a big deal: a perfect time for a white paper or two.

Today, medical-grade lasers are in use every day. The buying decision is based mainly on competitive features, vendor reputation, and financing. Heck, you can buy a laser pointer at any office supply store. I got a nice one for my cat, who loves to chase the red dot around the room. I think it cost $15.

Is it new? Is it complex? Is it expensive?

If your company can answer "Yes" to all three of these questions, you probably need at least one white paper. Your competitors likely have them. Your prospects likely expect them. So why not maximize your return by hiring a professional white paper writer?
 

Written by Gordon Graham, this article appeared in the May 2006 edition of the WhitePaperSource Newsletter. To repost this article on your Web site, please email a request to Gordon@ThatWhitePaperGuy.com.