Focus Forward, a monthly e-newsletter published by Tim Rosa Associates March 2004 Vol. 1, No. 2 The first issue of Focus Forward on regulatory compliance hit home with a lot of readers. Thanks to everyone who sent feedback; I appreciate your comments. This issue is the first in a series about white papers. Other issues will appear in the upcoming months. Have a comment? Send me your feedback. This issue discusses these essential topics: • Writing a White Paper: A Blend of Art and Science • What are the Types of White Papers? • What Is a White Paper? • Who is the Audience for White Papers? • Summary • Resources FOR NEW SUBSCRIBERS Welcome to Focus Forward, the monthly newsletter of Tim Rosa Associates. If you like what you're reading, stay with us. You can also forward this newsletter to a colleague. To unsubscribe, send email to newsletter@timrosaassociates.com; we'll never bother you again. Each issue of Focus Forward will feature a viewpoint on a critical customer topic. We'll focus on what's happening and what's coming down the line. These are issues that you've told us keep you up at night. Though we work with clients in the technology, healthcare, and financial services industries, we hope the newsletter will be informative to all. WRITING A WHITE PAPER: A BLEND OF ART AND SCIENCE Your customers have asked you to produce a white paper about a new technology product, investment service, or regulatory issue. You know white papers are effective, but who reads them and why? According to a recent survey of IT professionals, 90% usually access white papers before making contact with vendors, 79% say they consult white papers before making critical buying decisions, and 60% say they will refer to white papers at least monthly during the upcoming year. [1] If you perform a Google search on "white papers," it returns 7.99 million hits! [2] So, by deciding to write a white paper, you're going to be in good company. Before you begin, it's important to ask yourself some basic questions: - Who is the audience for the white paper? Are they executives, technical staff, support personnel? - What are the types of white papers you might create for this topic? - What are the goals of the white paper? - How long should it be? - Who should write it? - How long will it take until it's ready? These are all great questions and ones I get asked all the time. Unfortunately, there are no simple answers. In this and upcoming issues of Focus Forward , I'll try to answer these questions. Though I won't present the last word, my views are based on more than two decades of experience working on hundreds of white paper projects with technology, financial services, and healthcare companies around the globe. For some examples of white papers we've created in the technology marketplace, go to http://www.timrosaassociates.com/portfolio/samples.html. WHAT IS A WHITE PAPER? But what exactly is a "white paper"? The term "white paper" arose in the early 20th century in England. It was used to distinguish shorter government position papers bound in white covers from longer, more detailed reports bound in blue covers called "blue books." [3] Several dictionaries offer these definitions of "white paper": - A government report on any subject; a detailed or authoritative report [4] - A short treatise whose purpose is to educate industry customers [5] - A report on a topic that explains newly developed technologies; can include an explanation of how the technology was developed, how it is used, and testing results [6] At Tim Rosa Associates, we define a white paper as a pre-sales document aimed at key business decision-makers and influencers who must evaluate, recommend, purchase, and implement solutions. Typically, white papers make a case for a specific position or solution to a problem. As a piece of marketing collateral, a white paper picks up where a brochure leaves off. Where a brochure identifies a prospect's need and introduces the company's solution, a white paper explains the "why" and "how" of that solution so the prospect can make a proper evaluation. To create a great white paper, you need to blend the art of precise communication with a clear grasp of the science, the information underlying the document. WHO IS THE AUDIENCE FOR WHITE PAPERS? The most effective white paper speaks directly to the readers, quickly identifies their key challenges, and helps them understand the value in the solution provided by your company's product or service. The white paper speaks the language of the reader, without being condescending. Just as the term white paper has different meanings, so too do white papers have different audiences. Among the most common audiences for white papers are: - Executive-level decision makers in the C-suite (CEO, CTO, CIO, COO) - Line of Business Managers (VPs of IT, Compliance, Engineering, Development) - Corporate IT (network administrators, DBAs, developers) - Support (Help Desk, Tech Support, Customer Support, Professional Services) - Strategic Partners (VARs, OEMs, ISVs, ISPs) WHAT ARE THE TYPES OF WHITE PAPERS? White papers are of all different types, but they have three general flavors: - A corporate message that profiles a company's understanding of the problem space and business environment, and their unique value proposition for solving the customer's problems - A technical white paper that describes a product or service, including the high-level system architecture or environment, the underlying technology, and its implementation - An ROI analysis or case study that demonstrates how a specific customer's use of a specific technology solution helped generate revenue, reduce expenses, save time, and/or increase customer satisfaction Every successful white paper draws together the needs of the target audience and the appropriate content. This table summarizes the intersection of the white paper audiences and types of white papers they typically find of interest. Audience Corporate Message Technical White Paper ROI Analysis/Case Study C-suite x x LOB Managers x x x Corporate IT x x Support x x Strategic Partners x x x SUMMARY White papers deliver your corporate or technology solution messages to a motivated and engaged audience. Crafting effective white papers is an art that requires a solid grasp of the underlying science, an understanding of business and regulatory issues, and wide-ranging experience communicating with a diverse but highly sophisticated audience. Done well, a white paper validates your expertise in the field, confirms your keen understanding of the competition, and delineates the benefits of your unique approach or solution. Given the importance of white papers in today's market, outsourcing white paper development to skilled writing professionals can make the difference between a string of missed opportunities and a healthy sales pipeline. NOTES 1 Executive Survey of IT Professionals, (c) Bitpipe, Inc. 2 Google search results on March 1, 2004. 3 whatis.techtarget.com 4 www.merriamwebster.com 5 www.dictionary.com 6 www.webopedia.com RESOURCES • TechTarget - targeted IT media and events company (www.techtarget.com) • Bitpipe - source of IT content (www.bitpipe.com) • Gartner - research and advisory firm (www.gartner.com) • Forrester Research - independent technology research company (www.forrester.com) • Aberdeen Group - IT market analysis and positioning services firm (www.aberdeen.com) • META Group - provider of information technology research, advisory services (www.metagroup.com) LEARN MORE Tim Rosa Associates turns your concepts and ideas into focused, compelling white papers that achieve results. We create white paper solutions that are tailored to your customers' needs and your specific business objectives. To find out more, go to www.timrosaassociates.com or click here to view Tim Rosa Associates' 1-pager on white papers. • Send us your feedback • Read about Tim Rosa Associates • Read about our services • Contact us Thanks for reading, Tim trosa@timrosaassociates.com 617.332.7895 Focus Forward Copyright (c) 2004 Tim Rosa Associates. All rights reserved.