The Importance of a White Paper “Goal” Message

The Importance of a White Paper “Goal” Message:rom White Paper Pundit by Jonathan Kantor

A well-written white paper introduction page should hold several pieces of valuable information for your target reader.

Besides building credibility via the use of factual data to validate your industry or market perspective, your introduction page should also inform your target reader what they will gain and what to expect if they download and read it.

Why is this important?
While many white paper writers would like to believe that the average business reader has lots of time to leisurely sit down and read a 6-8 page white paper, the truth is that most simply don’t. Meetings, phone calls, written tasks, and a number of other priorities have made the opportunity to thoroughly read a white paper from cover to cover a luxury, unless the topic is either financially or operationally sensitive requiring expedient action.
This is where a “goal”message comes in. What is it?
A goal message typically appears at the bottom of the Introduction page, and represents an implicit contract with your reader. It informs them what your goal is with the content of the white paper, and what they as the reader will gain if they devote the time and effort to read it. Hopefully, if the white paper writer has done their job correctly, the two should be as one. Your goals should match those of your reader.
Here’s an example of a ‘goal’ message from one of my white papers:
“The goal of this white paper is to educate foodservice industry providers about the benefits of a global food industry data management service and how it can be used to improve operational efficiencies, grow sales revenue, and generate greater bottom-line profitability, especially during slower economic periods.”
A well-written goal message should contain the following attributes:
1. The use of the phrase, “The goal of this white paper is”, making it clear for your reader what the statement represents without any fluff or hidden agenda.
2. The benefits associated with the advocated solution or strategy contained in the white paper
3. The results that they can expect to achieve if they implement the advocated solution or strategy.
Finally, as any professional business agreement, make sure that you DELIVER on the promise that you have made in your goal message by building high value content that provides the reader with both the benefits and results indicated. Failure to do so is akin to failing to live up to a contract, which usually results in diminished credibility for you as a writer, as well as for the company/brand/solution/strategy that you advocate.
By including a goal message into your white paper introduction page, you will move further down the path of building affinity with your reader, which will make them more open to receiving your solution or strategy message later in the white paper.