White papers are used to demonstrate your knowledge in a particular area.
What Is a White Paper
First let’s define what a white paper is: It’s a report or guide that explores a topic which often solves a problem.
White papers are used to demonstrate your knowledge in a particular area. Say you’re a management consultant. You could offer a free white paper on “5 Management Traps Every Executive Needs to Avoid.”
White Papers Deliver Value
In that white paper you would talk about the 5 areas executives and managers need to be aware of. More importantly, you’ll educate and offer value.
And yes, you won’t charge for this!
The goal of a white paper is to establish yourself as an authority and expert.
But you’ll be giving away valuable information for free, you ask. Yes, you will, but a prospective client is much more likely to hire you once they are confident in your skills and knowledge. And that’s what the white paper helps you to establish.
Where to Use Them
You can use white papers in many places, for example:
- You can put it on your website
- Offer it as free content when they sign up to your newsletter.
- Include it as a call to action as part of an advertisement or direct mail piece.
- Send it to prospective clients.
- Take it to and give it away at meetings.
- You get the idea…
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