By Jonathan Kantor
One of the first questions business customers usually ask of a potential white paper writer often goes something like this: “So what is your experience with Electron Microscopy?”
A common mistake that many companies make when starting a white paper project, is the assumption that a technical subject matter expert who has used, developed, or is highly knowledgeable about the topic is automatically assumed to be best qualified as its author. In following this practice, companies create overly complex white papers that fail to attract a wide readership with business executives who typically have the most influence in the final decision making process.
There are three primary reasons why technical subject matter experts often fail as effective white paper authors:
Technical Myopia - Technical experts have a tendency to view a solution’s technical capabilities as paramount to its business advantages. Reasons for this include an over reliance on internal product and research information and the lack of a customer-focused “reality check” via direct interviews, web-based feedback and professional surveys. The lack of a business perspective tends to focus the white paper solely on its technical merits eliminating important points that allow the non-technical reader to understand how certain aspects of the technology can address their business needs. The net result is the creation of white papers that are often missing key validators such as case studies or executive summaries, and thereby fail to make an effective connection with a business audience.
Casual Use of Complex Jargon - Today it seems that the use of technical terms (XML, B2B, ASP, TQM, Six Sigma, etc.) has run rampant throughout many industries, especially the high-tech sector. Many technical experts cavalierly use these terms in their white papers and assume the reader already understands their definitions and its applicability within the content. In many instances, these terms are not followed up with a clear example or analogy that allows both a technical and business reader to more thoroughly understand the featured technologies and gain an insight into how they translate into true business needs. Once a technical professional uses a complex term without these additional elements, they will usually lose the attention of their most important audience, specifically the business executive that in many cases holds the final say whether a solution advances to the next level for further consideration.
A Lack of Visual Appeal - The information within a white paper should be presented and formatted with techniques that allow an audience to easily assimilate its most important points. Most technical subject experts have a tendency to present their findings with page after page of disjointed text, where one section fails to flow smoothly into the next. Business executives, especially those who don’t have the time to read 10 to 15 text-based pages will look for alternative presentation styles that allows them to digest key points in the paper more quickly. This includes techniques such as a one page executive summary, bullet points, visual elements such as simple charts, graphs and tables, and a brief concluding summary. Studies show that a greater use of visual enhancements such as these increases the likelihood that the information will be retained over time.
Selecting an outside white paper resource based on their ability to effectively translate complex technical data into clear and concise business-oriented information should be an important consideration that any organization uses when starting a white paper project. Since an external white paper writer has not been exposed to the same product biases as the internal subject matter expert, there is a higher likelihood that the information will be presented in a more straightforward fashion, increasing its appeal to a wider audience especially to someone completely unfamiliar with either the company or the solution. In the end isn’t that what every organization hopes to achieve with all of their information deliverables, especially their white papers?
The bottom line is this: Technical subject matter experts don’t always make great communicators. Use your internal subject expert(s) for content input and to validate technical accuracy. Employ a competent and experienced external white paper writer to present that information in a clear and concise fashion so that it can reach the broadest audience and make the greatest impact possible.
About the Author: Jonathan Kantor is the President and Founder of the Appum Group, “The White Paper Company“, a firm dedicated to white paper marketing for small, medium and enterprise businesses.
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