 |
Frankly, business executives will not read any white paper - long or short - if the content does not interest them. When writing a white paper for business executives, include a strong executive summary. The length of the summary depends on the length of the white paper and the complexity of the subject, but within reason, shorter is better. As a general rule, use a top-down approach. Make your major points at the start of the white paper and then support those points. If your executive summary makes strong, compelling points about the subject of the white paper, business executives will want to read more. Make the white paper easy to browse. Capture business executives' attention and they will read much - perhaps all - of the white paper. What is the proper length for a white paper? The answer is simple: it is the minimum length required to achieve your goals. If you can do that in five pages, then eight pages is too long. If you need 30 pages to achieve your goals, then 20 pages is too short. One size does not fit all. If the executive summary to a 30-page white paper makes business executives think that the white paper proposes a solution that can double their company's profits in 12 months, they will not hesitate to examine the contents closely! Go to the next myth: Audiences should read the entire white paper. Return to:
|