What are some tips and tricks for grabbing a reader’s attention with a white paper?
I recently answered that question on Quora.
There are many things you can do to help get a white paper noticed, ranging from the cover to the structure to how you write the content.
Here’s a more detailed answer, expanded from my original notes on Quora.
Let’s start with your cover. Always choose a strong visual so that your cover works as an thumbnail you can show anywhere you promote the white paper.
Now on to some more specifics…
Tip #1: Touch on a problem in the title
This is classic content marketing advice: Start with a problem your prospects are grappling with.
If you can show them a good way to solve a business problem, you will have their attention.
Not sure what that problem might be?
Ask anyone who interacts directly with customers: sales people, customer support teams, channel partners. They will likely give you an earful.
Then offer practical, tactical tips and advice for how to solve it. That’s what business people really want.
Warning: Never resort to clickbait—a flashy title with nothing useful behind it. In B2B marketing, that can misfire badly.
Tip #2: Offer a benefit in the title
Business people have no time to waste. Publishing a 10-page white paper is like asking them to give you 30 minutes of their day.
Why should they do that?
You must tell busy business people what they will gain in return for the time they spend with your paper.
Ideally, try to work some attractive benefits right into the title. Here are a few examples:
- How to Cut Your Business Phone Bills
- Best Practices for 360-Degree Reviews in MBA Programs
- 6 Ways Your Restaurant Can Profit from the New Generation Of POS Software
See how each title promises a specific benefit?
(I’ve actually written white papers with those titles.)
Try tinkering with your white paper title until you spell out a valuable benefit.
Tip #3: Name the ideal role in the subtitle
You don’t have to limit yourself to just a title.
There’s room on the cover for a subtitle that can help attract your ideal readers.
One effective way to use a subtitle is to name the job title or role of your ideal reader.
In fact, you can name both a title and sector in one short line:
- A special report for CIOs of e-commerce firms
- An overview for SaaS marketing executives
- A technology backgrounder for global supply chain managers
Tip #4: Show your key persona on the cover
You can also attract ideal readers with a well-chosen cover photo. For example, consider the covers from two white papers I worked on.
Here, the persona is a middle-aged executive in a hospital or HMO who’s concerned about extracting more value from her electronic health records. She’s clearly computer-literate but older than a Millennial, making her more likely to be a decision-maker.
I found this stock photo, which I think perfectly captures the persona of a serious CFO watching every expense like a hawk.
Nothing spells “finance” better than a blue shirt and tie, a pile of business reports, and a grim expression.
Tip #5: Show the reader’s industry
Another way to attract attention is to show the ideal reader’s industry or work environment on the cover.
Here are two examples from white papers I worked on.
Here, the sector is clearly healthcare. More specifically, the setting is a hospital operating room (OR).
That’s perfect for this product, aimed at helping head nurses schedule operating room procedures more efficiently.
Here, the sector is industrial construction. The background and hard hat suggest “construction” while the laptop hints at an engineer overseeing the site.
The product helps to manage documents for large projects.
Tip #6: Make every page easy on the eyes
Once a reader downloads your white paper, they will most likely flip through it on the screen.
So you don’t want to hit them with a “wall of grey.”
Many white papers get abandoned at this point because they look like too much work to read.
Make yours easy on the eyes, with good editorial design on all inside pages:
- Leave lots of white space around the text block
- Break up the text with headings, subheads, bullets, tables, and graphics
- Make sure every page has at least one visual element for eye relief
At least use a pull-quote, a snippet of text set in a bigger size, as shown. Pull-quotes are easy to scan and can sum up a lot in a short phrase.
Tip #7: At all costs, avoid grey text
Using grey text is idiotic. Why’s that?
Decision-makers tend to be older. And people’s eyes start to change at around 40, so they need larger type and more contrast to read easily.
Check out these samples:
Why would you deliberately make your carefully crafted words harder for your ideal readers to decipher? (100% black)
Why would you deliberately make your carefully crafted words harder for your ideal readers to decipher? (WordPress grey)
Why would you deliberately make your carefully crafted words harder for your ideal readers to decipher? (WordPress medium grey)
Notice how your eyes have to work harder to read the greyer versions?
New rules for website accessibility are coming into play around the world. One rule covers the contrast between the text and background on a webpage. When in doubt, use this contrast checker (or equivalent.)
If your ideal reader has to squint to decipher your text, you’re making them work too hard. And you can likely kiss them goodbye.
The simple solution: Always use 100% black text on a white or light pastel background to make it crisp and easy to read.
P.S. I just read something on a WordPress blog that made me sputter in my coffee:
“You seem to prefer black on white, but others (including me) find it too crude. Like many designers, I would never use pure black on pure white for the main text: you soften the contrast…” blah blah blah
This is exactly what the accessibility rules say NOT to do: Discriminate against anyone who’s visually challenged, including every 40+ year-old on earth.
I certainly won’t be asking this naif to design any white papers for me.
Tip #8: Provide clear, crisp writing with no wasted words
As Strunk & White say beautifully in Principle 17:
A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.
Busy business people have no time to waste, remember?
So don’t waste words that slow down their scanning and gum up their reading.
But how can you avoid unnecessary words?
Here’s three simple things you can do.
Eliminate throat-clearing. These are rambling introductions that tell readers something they already know. It’s okay to draft these as you get warmed up, but make sure cut them on your first revision.
Stick to the main point. Don’t go off on any side tangents. Don’t let reviewers add irrelevant details or minor issues that don’t matter.
Always ask yourself, “Do my readers absolutely have to know this?” Often they don’t.
Use one word instead of two. Do you ever see passages like this?
To avoid and mitigate the risks and downside of choosing or using multiple or synonymous terms or phrases, it’s always best and advisable to focus on or specify a single or chosen or ideal word or item.
(37 words, 18 synonyms)
What good are all those double terms linked by “or”?Pick one or the other and get on with it.
To avoid the downside of using multiple, synonymous phrases, it’s best to specify a single word. (16 words, 2 synonyms)
See what I mean? Be decisive. Pick the word that’s closer to what you mean, and drop the others.
Tip #9: Use tables to replace words
A well-designed table can replace hundreds of words. It’s accessible and simple to scan.
I could write a whole book about tables!
But for now, remember to try using a table whenever you need to:
- Compare two or more items
- List measures that can be expressed in numbers
- List qualities that can be expressed in parallel
I try to include a table in every white paper I write. And sometimes I manage to work in three or four.
Most people flipping through a white paper will stop at a table to give it a once-over. If you design it well, a table can communicate lots of information very quickly.
Tip #10: Include summaries
At the start, include a half-page Executive Summary that sums up the rest of the paper.
This tells readers what you’re going to tell them, and helps a busy person decide whether they need to read the full document.
At the end, include some Conclusions with the key takeaway messages and the call to action. This tells readers what you told them, and helps a busy person remember the highlights of your argument.
These summaries are indispensable for white papers. Some people say they’re repetitive. Yes, they are.
But just ask any school teacher: Repetition helps the lesson sink in.
And not everyone reads a white paper the same as a novel by their favorite author: Straight through from front to back.
Many people scan the start, where they will find your Executive Summary. Some flip to the back to see the “bottom line” where they find your Conclusions.
These sections help readers to scan, evaluate, and ultimately decide what to do with your white paper.
They’re easy to write, so don’t forget them.
And if anyone complains they’re repetitive, remember how teachers teach and how people learn. How many times did you sing “ABCD, EFGee…” to help learn the alphabet?
Tip#11: Don’t publish a first draft
Sometimes I see white papers that make me cringe.
Their creators obviously rushed through research and writing, skipped any polishing or editing, slapped the text into a prefab design, and then plopped the results on a company website.
Is that any way to impress prospects with the quality of your products? Or your attention to detail in your services?
Rewrite, rewrite and rewrite again. I routinely polish every draft 5 or 6 times. The goal of any rewrite is to make a white paper more clear and concise.
And I try to reduce the word count by 5% or 10% in each draft. That’s not so hard. Try it and see.
Use Word’s built-in readability metrics. Not every writer uses this, but everyone should.
Word contains a free readability checker that will tell you how easy your text is to read.
For your reference, I shoot for a Grade 10 Level or lower, and a Reading Ease score of 50 or higher. If your draft doesn’t hit those levels, keep rewriting.
So there are my 11 tips for how to grab attention with a white paper.
This article doesn’t say anything about how to promote a white paper effectively using social media, e-mail, channel partners, or any other methods. You can see those related tips in this article: 18 must-do’s to promote a white paper.
How do you make your white papers more attractive? Please leave your comment below.