English 421: Technical Writing

This recent blog post “Cutting White Papers Means Cutting Future Opportunities” takes an informative look at the current economic conditions and how it will affect business marketing. The author’s take is that since the economy is in a downturn, businesses are suffering from a reduction in revenues. In such cases, companies will have to make cuts in marketing schemes, of which there are several basic areas: white papers, brochures, online ads, print ads, search engine tools, etc. The author stresses that the areia that must make top priority is the white paper, because it has been (supposedly) proven time and time again that white papers are the most effective marketing tool for businesses to employ. 
            White papers are effective because of their length and detail. Customers are able to read about problems and the solutions a company can provide in only eight to ten pages. A brochure for example, is not a detailed enough source of information for a customer to make a decision or purchase services/products. On the other hand, a white paper is not a novel and will not force the reader to put it down. The effective white paper will hook the customer in, especially if the solutions can save money. It is also important to understand that white papers are cost effective. The cost of a well written white paper can almost instantaneously be paid off by hooking in the first customers who read it and buy into that particular company’s solution. 

            The flexibility of white papers is also an important consideration for businesses. It is essentially the only medium that, as a PDF, can be attached in an email, a download link on a website, direct mailing, search engine marketing, and the like. None, if any, of the other aforementioned marketing options are as adaptable as the white paper. In the end, the author suggests that businesses cut their brochure orders and advanced website designs, and get back to basics. They must provide an effect means to communicate solutions to the customer, and they will certainly bring in businesses in these hard economic times. 

            The blog post comes from whitepapercompany.com, so obviously it is safe to say that the author is biased from the start. All biases aside, the author makes a fairly convincing argument about the priority of white papers over other mediums. I personally have never read a white paper in order to be convinced of one solution over another. As far as businesses as customers, however, I am certain that they are reading white papers much more often and carefully, especially because large financial decisions are dependent on those solutions. It’s tough to really gauge white papers versus other mediums, because I’m not high enough in a company to see the decision making process.