Before you embark on the journey of creating a white paper, it is essential to have a clear understanding of your target audience. This involves conducting thorough research to identify their pain points, interests, and preferences.
By understanding their needs and motivations, you can create a white paper that resonates with them on a deeper level. Also, if you fail to do this there’s little chance your paper will get you any new business.
Start by defining your target audience’s demographics, such as age, gender, location, and job title. Then, dive deeper into their psychographics, which include their values, beliefs, and aspirations. This information will help you create content that addresses their specific challenges and provides practical solutions.
For most successful businesses, this work is already bound up in a binder in the marketing department. If you’re not very clear on who this paper is supposed to benefit, you may not be the right person to write it. But don’t just hand the job to the marketing department. Their focus usually isn’t in the right place, if they’re doing their jobs well.
Another effective way to understand your target audience is by conducting interviews or surveys. By directly engaging with your audience, you can gain valuable insights into their pain points, preferences, and expectations. Use these insights to shape the content and tone of your white paper, ensuring that it aligns with their needs and interests.
My favorite way to do this is to attend a business conference. Over the years, I’ve found that you can learn a great deal about the pain your industry is currently facing by the exhibit hall booths that get the most traffic.
A well-planning conference will also offer many informative sessions that will shed more light on your customer’s pain. Especially during the Q&A portion of the presentation.
Because a great white paper starts and ends with your prospects’ pain, you really need to know who your readers are and what hurts before you begin. Guessing about it is a sure way to spend a lot of time and resources writing a paper that will never get read.
Find out more in my Leader’s Guide to Promoting Your Business with White Papers.