One of the ways in which a company can convince a specific group to purchase its products and services is by means of explanatory documents of a problem and its solution, with the clear objective of convincing through solid arguments that it has the definitive solution.
These documents are called whitepapers and are used by companies to win customers.
What is a whitepaper
A whitepaper is a document that serves as a guide to expose a topic in depth, perhaps by posing a problem and its solution.
Whitepapers are defined according to the sector applied, in correspondence to the company that particularly employs it. They are widely used in IT, marketing and finance.
Generally the whitepapers are downloadable completely free of charge, with the only contribution being the collection of contact details (Name, Email).
What is a Whitepaper for?
The purpose of this basic data collection is to capture new Leads, who will be potential customers motivated by the solution proposed in the whitepaper.
Whitepapers should not be confused with product and service datasheets. The latter are informative documents that contain a set of attributes that describe the product or service, while the whitepaper is focused on the argumentation of a problem and then demonstrates its effective solution.
It is true that there is an intention to generate sales, but that is not its primary focus.
Features of whitepapers
Whitepapers focus on a single topic, with a more technical and formal writing style, where the issue raised is based on clear evidence, in the same way that its solutions are presented.
Whitepapers are mostly targeted to a more professional sector that will be more determined to obtain the products or services exposed. Hence, their technical language is from a comparative perspective.
As an advantage, whitepapers capture quality leads, considering that those who take the time to fill out a form to download the whitepaper show their real interest.