If you have a product or service that’s the least bit technical or hard to understand, you can use a white paper to help your sales effort. Many executives today rely on this increasingly popular communications medium to educate themselves about the complex issues involved in making technical decisions. In fact, they have come to expect white papers as a standard part of a technology-selling site. Research shows 90% of professional IT buyers consult white papers before making a buying decision.

Not only do technology executives rely on white papers to improve their own understanding, they also very often pass them along to peers. Add to this the fact that executives tend to view white papers as more reliable and more objective than information obtained from sales reps, and you can see why this form of marketing has achieved such popularity.

At StratVantage, we divide white papers into two major types:

• Industry Knowledge – The Industry Knowledge White Paper presents an objective overview of the state of the art in a specific technology industry. Usually, these white papers present information from a variety of sources, possibly quoting industry analysts and other experts. Their whole focus is to help the reader understand what’s possible, what are the pitfalls to avoid, and which solutions are available.At StratVantage we add an extra dimension in the form of recommendations targeted to various types of decision-makers, from those on the leading edge to late adopters seeking solid solutions with low risk.

  In this type of white paper, the sell is soft. Your company is mentioned and your solutions are profiled in the context of the entire market. Industry Knowledge White Papers tend to be a more effective way of reaching a new audience.

• Product Knowledge – The Product Knowledge White Paper is a selling piece, but one with a focus on practicality. It may be a companion to the Industry Knowledge White Paper to provide more information about your solutions. Its focus is on your product and its features and benefits. The white paper does present an industry context in defining the problem your product addresses, but its main objective is to present detailed information about the product. Vague marketing statements and catchphrases are spurned in favor of real-world information about product applications.At StratVantage we ensure that executives get the practical information about how your product solves their business problems. This business focus carries throughout the white paper, helping decision-makers relate your product to their business.

  Product Knowledge White Papers tend to be more effective once you’ve gotten a prospect’s attention and make great leave-behinds at sales calls.

Leverage Our Experience

StratVantage has many years of experience in business writing. We’ve written both kinds of white papers for companies such as ACNielsen, B2BXchange, Sterling Commerce, Geneer, and Liquidation.com. Take a look at the following links for examples:

Hope for Road Warriors’ Aching Shoulders

An Above-Net White Paper

Optimal Solution for Selling Business Surplus
A Liquidation.com White Paper

How to Use Microsoft Outlook to Deal with Spam
A CTOMentor White Paper

You Can Take It With You: Business Applications of Personal Wireless Devices
A CTOMentor White Paper

Peer-to-Peer Computing and Business Networks: More Than Meets the Ear, Part 1 – What is P2P?
A CTOMentor White Paper

The Buzz About Hive Computing
A Geneer White Paper

Taking Control of the B2B Exchange: What’s Next in the Supply Chain Evolution
A Geneer White Paper

The Wireless Future: How to Get Connected and Stay Connected
A Geneer White Paper

The Future of Exchanges
A VirtualFund White Paper

Virtual Private Networking Analysis
An ACNielsen White Paper

ACNielsen Security White Paper
An ACNielsen White Paper

Got an existing white paper? StratVantage can help you improve it or finish it. Check out the white papers we’ve consulted on:

Creating A Strategic and Tactical Plan For Tax: Seven Effective Steps To Impact The Enterprise 
A Deloitte & Touche Tax Technologies White Paper,– editing

How to Get Custom Software to Market in 8 Weeks or Less
A Geneer White Paper,– editing and uncredited co-author

Preparing for Security In the Wireless World
A Geneer White Paper, – editing

Crafting Service Level Agreements for ASPs
A Geneer White Paper – editing and rewriting

An Informed Customer is Your Best Customer

We can help you create a highly effective white paper that helps close the sale by creating a better-informed customer. We can also help you market your white paper using opt-in email lists and other permission marketing techniques.

If you’re ready to Gain the Strategic Advantage™ by creating a white paper for your product or service, drop us a line at whitepapers@stratvantage.com.