Thursday, January 18, 2007

White Papers

More and more, organizations such as the insurance industry are turning to "white papers" to spread their message. I recently participated in a conference on writing white papers given by some of the top white paper writers in the U.S.

What is a white paper? A white paper is usually a "thought leadership" paper of about 5 to 12 pages highlighting one or more benefits of your business. They are used to educate the public by delineating a problem or a challenge then posing a solution, usually highlighting your services. Here are some of the key elements of a white paper:

  • Cover page
  • Executive summary
  • Description of the problem or issue the paper addresses
  • A solution to the problem
  • An action step (how readers can take action, utilizing your product, hopefully, to solve their dilemma)
  • Information about your company
  • Footnotes, if needed
  • A conclusion

White papers are distributed electronically to sites visited by your potential customers and to sites that warehouse business data. White papers generate short-term "buzz" and create a long-lasting testimonial that builds your brand.

Insurance white papers abound. Some recent insurance-related white papers include topics like "Streamlining Claims Processes," "Customer Management Solutions for Health Insurers," and "New Business Excellence for P&C Commercial Lines."

To non-insurance geeks, these topics sound pretty dull. Okay, to we insurance geeks, they still sound kind of dull. That's why, if you're considering a white paper to promote your business or technology, finding a writer with knowledge of the insurance industry and enthusiasm for the project is time consuming. I can help.

Feel free to contact me at via my website at for more information.

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