By Brent Applegate
I recently interviewed Michael Stelzner, an experienced white paper writer who has written for big names in the technology field such as Motorola, HP and Comverse. Our topic was writing white papers that focused on problems rather than features.
WhitePaperSource: Should a good white paper focus on features or problems?
Stelzner: A white paper is not necessarily the place for a list of features. A data sheet or technical collateral piece is better for feature discussions. The first task of a well-written white paper is to “hook” readers and convince them they have a problem or need. A discussion of features right away will not grab your reader. To take this further, the first few paragraphs of the white paper should prove that you understand your reader’s problems. The rest of the paper can unfold the product’s features and benefits as well as how they address specific problems. Generally people read white papers because they are uncertain about making a commitment to a product or solution. Once the decision to go down a path has been made, specific features become more important.
WhitePaperSource: How does the target audience affect the discussion of problems?
Stelzner: Audience is a very big topic. Before you write a white paper, it is important to identify the target audience. For me, I need to know the targeted reader. What is the ideal reader’s industry, type of company, audience demographic, disposition, job function, attention span, etc.? Is there a secondary target? Even though all these answers dictate the writing style, simply targeting the right audience does not necessarily convert features into problems. By understanding your audience, it is much easier to pinpoint relevant problems.
WhitePaperSource: Let’s work through a hypothetical example. A large company that makes printers and scanners is adding a new feature that scans transparent media such as slides and film. How would you tailor the problems for business customers?
Stelzner: I would start by asking some key questions. Who is using the feature? Why would someone need that feature? What is the implication of that feature or why does it matter? Let’s say in this example I learned that the target audience for the paper would be small-business photographers who are converting film negatives from analog to digital. One problem that comes to mind is the current lack of a quick and easy way to do conversions without sending negatives out to a photo-processing lab. The paper might begin by appealing to readers who have this same problem and proceed to show how they can save time and money by using this company’s product. This is just the beginning. It’s important to dig a bit deeper and see if other problems lurk beneath the surface. Finally I would confirm that the problems and needs I uncovered are accurate, important and relevant.
WhitePaperSource: When you interview clients, do they have the problems already figured out?
Stelzner: Surprisingly, the answer is “no” more often than you would think. Some may guess at a problem. It is a little scary actually. You would think businesses wouldn’t develop a product if there wasn’t a clear need for it in the market. But many engineering-driven companies, both small and large, are feature-driven. My job is to help them realize the problems that are overcome by their solution.
WhitePaperSource: What skills should a white paper writer have?
Stelzner: A writer must bring some knowledge to the table about the readers’ problems, or at least know how to ask the right questions to reveal their problems. I call this “overcoming the reader ‘affinity barrier’.” Your paper first proves that you understand the readers’ problems and needs, and then develops to show how the features and benefits of the product or service are the best solution for the reader. This approach will result in papers that are consistently interesting, readable and relevant.
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