Abstracts / Outlines for White Papers

[Stelzner]

Anyone have any opinion on using abstracts in the front of white papers? Wondering what your experiences have been? Some people love them and some hate them.

ALSO, what about using outlines? Any thoughts?

Best Regards,

Mike
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[chrislynnet]

Hi -- I go by length on the abstracts. If the white paper will be more than 5 printed pages or so, I'll include the executive summary as a formal section. Otherwise I'll just touch on the structure in the introductory paragraphs. Same thing for the outline: longer papers get one, shorter ones don't. In fact, I just took two full days to write an outline for a long white paper I'm doing. I normally wouldn't dream of taking that much time, but I did a lot of my research up-front at this stage so I'd have a very detailed outline. This white paper is extremely technical, so it just worked out better that way. Not to mention that the CTO now thinks I actually know what I'm talking about.
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[Anonymous]

I associate abstracts with very technical papers, which I tend not to do. However, I almost always have an executive summary and that is the same thing for a marketig paper.

I have a problem with outlines. Clients like them because they get an idea of what the paper will cover in advance, but when I start writing I almost always want to change the structure and then the client complains. So i don't do them unless pushed and then I add the change of mind caveat.

[blork]

Something to keep in mind is that abstracts and/or executive summaries are not just used by the reader of the paper as an introduction -- they are often used to "pitch" the white paper. For example, companies often submit their papers to various white paper clearing houses and other distributors, and they need a good abstract/summary to not only help get the paper accepted by the distributor, but to grab the attention of potential readers.

It isn't critical to have such a summary included in the actual text of the paper, but I recommend it. After all, if you wrote the paper, then you should write the summary. The alternative is that your client (or boss, or whatever) scratches out a badly-written summary which is then "attached" to the paper, possibly forever, which could really bring it down.

Thus, if you like the paper you wrote, and you want it to be seen in a good light and "pitched" correctly, I suggest you write an appropriate summary to go with it.
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e
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ed hawco
technical/marketing writer
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[Anonymous]

I agree with Ed's reply. The white papers I do for Siemens are hosted on webtorials.com (Siemens is a sponsor). When these guys get a new paper they do a summary and mail it out. Their circulation is huge. Access to the site is free; it's worth a look (if only to see my papers!).

[Gordon Graham]

I always include a 1-page Executive Summary in every white paper, whether it's technical or business-oriented. I think not doing this is arrogant. Who has time to read?

We're not writing novels here, we're writing arguments for a solution to some problem or other. Getting someone to read 1 page is better than having them shove our document onto their pile of "Must Read Later" where it gets buried.

I'm with Bob on outlines. Hate them. They remind me of school. How do I know what I think til I see what I wrote? But my partner uses them all the time, and makes the outline his first deliverable. This is actually pretty wise, so I've reluctantly started to do it.

Gordon Graham
(514) 488-1875
www.gordonandgordon.com

[kawriter]

I think the abstract or executive summary is a requirement. As several posters have said, it is the only way to ensure that a quality summary is attached to the paper as it is passed along and who better to write it than the author of the white paper.

An outline, before the paper is really started is a good idea, just to make sure the client agrees with the direction you will take the paper in. Whether it needs to be included as part of the paper is debatable, especially on shorter papers. On longer papers, it is essentially the TOC.
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[Appum]

I see Abstracts and Executive Summaries as two different names that are used to identify the same thing.

Both accomplish the same goal, essentially summarizing the entire paper into one succinct page for a busy executive that either doesn't have the time or the inclination to read the entire white paper. If done well, the Abstract or Exec. Summary will draw the reader into the content of the white paper, and not become a substitute for reading the paper some have indicated.

It's interested to note that when Bitpipe was conducting their Annual White Paper Awards, many of the award winners had either Executive Summaries and/or Abstracts within them. Since they review countless numbers of white papers as part of their review process, it's interesting that many of their winners used this critical element.

Jonathan
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[priya darshini]

Hi

I am still not clear about this concept of executive summary- does it complement the actual white paper or does it present the paper in a nutshell?
Sorry to dig up the same old q..
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[Appum]

Hi Priya,

A good executive summary does both.

It is designed to address the fact that most executives don't have time to read an entire white paper, not matter how well it is written or formatted. A good Executive Summary will tell that reader whether the paper presents valuable information that will address their existing business problem, or be a waste of time. They shouldn't have to read half the paper to find that out.

There are many opinions on this, but in my humble opinion, a good Executuve Summary should summarize the entire paper in no more than one page. If it is done well and addresses their need, it will compliment the paper enticing them to read more, and most importantly, pass the paper onto other key decision makers within the organization.

Hope this answer helps you. I know that Mike Stelzner will reply to this and tell you the contrary, that Executive Summaries are a disincentive to reading a white paper. So you will have to weigh both responses to see what works for you.

Jonathan
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Jonathan Kantor
The Appum Group, Inc.
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[Stelzner]

Hey Priya;

The results of the "2005 White Paper Writer Industry Survey" revealed that more than 84 percent of white paper writers use executive summaries and that highly experienced writers are significantly more likely to include an executive summary. The study also revealed that among writers with low experience writing white papers, more than 40 percent indicated this process was difficult, significantly more than the average.

Now, I think in reality, 84 percent of white papers do not use executive summaries. However, they are one of the most common elements used in white papers. Many of the more experienced writers, such as Jonathan and myself, have used them.

Often the client will either say they want it or they do not. As a matter of course I only include them on large projects or if the client asks for them.

Rather, I write the first page; and for that matter the first paragraph as a hybrid summary.

To your original question, a good white paper executive summary will introduce the problem and the solution in a very clear manner.

Hope this helps!

Mike
_________________
Michael A. Stelzner - Publisher
Founder of WhitePaperSource & SocialMediaExaminer.com

email: mike@whitepapersource.com
my book: Writing White Papers: How to Capture Readers and Keep Them Engaged
blog: Social Media Examiner
twitter: http://twitter.com/Mike_Stelzner

[priya darshini]

Hi Mike and Appum

Thanks very much for taking time to reply to my query. As such, I am about
to begin my very first white paper about a medical electronics concept my company has come up with....(Wish me luck people). Would you think it a good idea for me to send it to you for review? If it is not a problem that is...

Thanks again
Priya
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Amateurs built the ark
Professionals built the Titanic

[jace]

Hi All;

Is it wise to use the executive summary to present the problem/solution of a complex technical white paper targeting technical managers or decision makers using the minimum amount of technical jargon (6-10 pages:1 page summary). This would be an attempt to summarize a complex technical integration without burdening the reader with difficult concepts until the reader is past the summary.

Thank you for your insights.

Jace

[Appum]

Hi Jace,

Yes, I think an Executive Summary can be applicable to any situation, even with topics that are highly technical.

Technical professionals have the same time constraints as business professionals, and having the opportunity to have key technical points summarizes in this format would be received well.

The formatting of this type of page would involve a different strategy than a business white paper, and if accomplished well, could be a powerful incentive for technologists to read the rest of the paper.

Jonathan
_________________
Jonathan Kantor
The Appum Group, Inc.
Email: jkantor@appum.com
Website: http://www.whitepapercompany.com/
Blog: http://www.whitepapercompany.com/blog/
Twitter:http://www.twitter.com/Jonathan_Kantor
Linkedin:http://www.linkedin.com/in/jkantor
My FREE White Paper "Short Attention Marketing":http://bit.ly/ft0Gy
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[dawkins20]

A question that I have regarding the executive summary...is if you summarize by providing the problem AND solution....does it come across as heavy marketing piece? Not the first impression you want to make I don't think...

Would it be wiser just to highlight the issue or problem that will be addressed in the paper in the exectuive summary? That way you avoid the....Here's your problem....and here's OUR answer.

Seems a little too pushy to me to include the solution in the summary.