By Michael Stelzner
Many writers indicate the first page is extremely difficult to write. An informal poll on the WhitePaperSource Forum showed the first page is the most difficult part of writing a white paper. The fact is, getting started is hard enough and the first page is particularly challenging because of its importance to any white paper.
I studied public speaking in college and one of the key points my professors kept driving home was the concept of an attention-getter. In speech, this is often an alarming fact or something humorous at the onset of the presentation. When it comes to writing white papers, it is equally important to get the attention of the reader. However, unlike a public speaking engagement, where the audience has an idea what they are about to hear, a white paper must quickly introduce its key points before any startling facts can serve a meaningful purpose.
The following formula will help you gain the attention of your readers. This simple four-step process will aid you in the production of an easy-to-read and persuasive first page. The formula is based on a building process that starts with simple ideas and is carefully expanded until you have your first page.
These are the elements of the first page formula:
1. Identify the reader
2. Summarize the challenge
3. Summarize the solution
4. State the goal
When writing your first page, think of a movie trailer. Popular movies are often summarized in a 30-second clip that persuades people to go see the feature film. They include enough information to entice someone to act; namely to go to the theater. However, good trailers do not give away the full plot of the movie. Similarly, a white paper’s first page must provide enough information without giving away the whole story.
The four steps of the first page formula are very important and serve distinct purposes. Revealing the ideal reader quickly filters the audience by describing who will benefit from the white paper. Explaining key challenges builds affinity with readers by highlighting issues they care about and also further filters out those readers who are not facing similar challenges. Providing a brief introduction to the solution helps readers know what to look forward to in the white paper. Clearly stating the goal helps readers understand what they will learn by reading the white paper.
About the author: Michael Stelzner is the author of the forthcoming book Writing White Papers: How to Capture Readers and Keep Them Engaged
DISCUSSION: Discuss this topic at the WhitePaperSource forum.
