Writing a white paper report layouts
A typical white paper might list ways to meet a client's marketing needs, suggest the use of a certain product for a technical process, or identify ways to tackle municipal problems. To write a successful white paper, you must know your audience, state your problem clearly, and make a convincing and engaging argument of how to solve it.
Steps Engaging Your Audience 1 Determine your audience. However, you should identify as many factors as possible, such as professional needs, educational backgrounds, and job title s. These aspects will determine how to form your argument. Mold your proposal to be relatable to your audience based on these factors.
Blog posts also give you room to provide context for your white paper. Welcome to the Purdue OWL This page is brought to you by the OWL at Purdue https: Quote industry experts as needed to bolster your positions. Outline Develop an outline prior to beginning the writing repoft it will eventually take form as its shorter, more succinct cousin, the table of contents. Today, white papers have become popular marketing tools for corporations especially on the Internet since many potential customers search for information on the Web. Find common ground with your audience and hook them in.
This will establish how simple or complex your paper should be. For a general audience, however, keep the paper as jargon-free as possible. If you must include specific terminology, use it sparingly and explain it. Make it attention-grabbing but not over-the-top. Mention or allude to your problem.
Simply highlight your text: Acknowledge your audience and how you intend them to use the paper. Business benefits — This section is the soul of your white paper, where you need to grab the reader where he or she lives and provide plenty of assurances that your solution will work for them. Be very clear regarding the benefits of each of the solutions, including how it specifically impacts your audience. Introduction — Define the issue and provide background discussion while building credibility.
Tailor the language to a general audience. Some good examples include: A White Paper 4 Get right to the point. Assume your reader has a very busy life. Explain exactly what your white paper is about without adding unnecessary padding.
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Make your first couple of sentences engaging enough to grab their attention. Acknowledge your audience and how you intend them to use the paper. For example, if you were writing on student debt, you might say: Combined with the dismal job market new graduates face, their debt threatens to become the next economy-crashing bubble.
Creditors and a number of economists have argued A, B, and C. However, these wriiting do not address X, Y, and Z. Detail possible solutions you have rejected and why you rejected them. Explain why your audience should accept your proposed solution. For example, you solution to the student debt bubble could be: This white paper will argue in favor of [your proposed solution] because it would [insert an objective reason here].
Part 2 Discussing the Problem 1 Identify the problem. Focus on the challenges that you propose to solve. This should be something you can phrase in a few words.
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This helps to make your argument credible in the mind of you reader. Describe the problem you identified in greater depth. Give details as to how you concluded this is a problem. Use clear, precise terms. Your analysis should last no more than a paragraph. Historical overviews help to explain how the problem in question became a problem.
If possible, you could also laykuts how your problem was once a solution.
Use specific figures, dates, and names to explain this progression. However, we now know that HFCs are actually dangerous greenhouse gases. Include charts, graphs, or diagrams to help to back up your white paper's argument. They can also win an source attention.
Some white papers integrate visual aids into the text. Layoufs place them erport an appendix at the end. Ask your employer which method they prefer. Analyze the data and figures you present. Detail how you arrived at your conclusions. You should aim to produce findings that can be rpeort through the analysis you conducted.
Adopt a step-by-step approach that clarifies exactly how you intend your idea to be implemented.
Establish a Set Editing Process Know who your editor will be ahead of time and develop a set process. Double-check facts, statistics, and sources. Problem Definition — Don't start selling yet. If something important is missing, note it for the writer. These examples provide another opportunity to connect with different segments of your audience. Keep reading to take a deep dive into each of these areas. If, however, you have a large professional following, this should be your highest-volume network.
Divide your content into digestible parts, such as bulleted lists or individual paragraphs with their own bold headings. This will help your audience to read and understand your argument.
Focus instead on what to expect in a solution. Use hard evidence, such as trade journals, government publications, and the data and figures in your research, to explain why your solution is the best course of action to take. Weigh your argument against other proposed solutions. Layyouts the usefulness of opposing solutions while emphasizing why they fall short of solving the problem.
Include a review writinv the problem at hand.
Briefly recap your solution. Re-emphasize the result you hope to see. If you choose to slip in a plug for your product or company, keep it relevant and subtle.
- Make your first couple of sentences engaging enough to grab their attention.
- Go back to your research and dig deep to add more detail.
- Graham suggests limiting the horizontal line to 12 words maximum.