The Abstract Trap: Why Abstracts Are Bad for White Papers

[Appum]

Mike,

I have to disagree with your comment about "meat" or solution detail being delivered in the Executive Summary.

The Executive Summary provides a sampling of what can be expected in the core content. By providing a small 'taste' of what the reader can expect in the white paper provides an incentive, not a disincentive, to read more detailed information about that point.

I don't agree that writing an external article would be a good alternative since it takes the reader away from the primary source of the information. If you have the reader's attention at the front end of the white paper, why have them go somewhere else? Why not capture that interest right then and there. All they have to do is flip to the next several pages to find out more. That is what a good E.S. does.

My two cents worth,

Jonathan
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The Appum Group, Inc.
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[Stelzner]

Jonathan - We disagree on the value of executive summaries. It's already established.

As you said, "providing a small 'taste' of what the reader can expect" is for sure what I try to accomplish in the first page of my white papers.

So in that regard we agree.

Mike
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[samuraiwriter]

This thread's aged well!

I found online abstracts useful in deciding whether to download a paper. However, I tended to get greedy and grab too many!
And if they weren't opened and at least glanced through immediately, I very rarely returned to them.

I recall white papers being read by Director-level decision makers when they were preparing a report or presentation for their bosses. And I've sat in on review and approval meetings as a 'technical specialist' where technology directors were in the hot seat over project 'x' with various C-level dignitaries.

These folks were mainly interested in getting answers to three key questions:

Can we delay or cancel it?

Can we get it cheaper or go elsewhere?

What if it doesn't work?

White papers that helped middle managers address the concerns (nay, fears) of the budget-holders and influence-wielders in such meetings were deemed 'worth reading' in the preparation for the trial, I mean, meeting

Now, to get such busy persons to read 5 to 10 pages of material was no easy task. I suspect the reports just didn't grab them enough to make it worthwhile investing the time.

Would an abstract have 'pulled them in'?
My guess is that it partly depends on personality, workload and reading style. Some want the 'meat' up front. Others are patient enough to have it revealed as they dip into the main paper.

For online white papers this might make an interesting split test - 50% of visitors see the abstract plus paper and 50% get only the paper. Has anyone done this?
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Mark McClure - Freelance Technology Copywriter
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