Defining Problems for White Papers
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Transcript of Defining Problems for White Papers
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Defining Problems for White Papers
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1. Who is your ideal reader for the white paper?
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2. What problem do you want to help them solve? (or, what needs do they have?)
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Examples:• They’re not in an ideal situation because they lack something.• They have specific challenges related to this thing: people
problems, process problems, quality problems, “absent” problems (issues that occur when something is missing).
• If they understood this thing better, they’d be able to do (something) better.
• They’re stressed out by a problem and need a way to understand or solve it.
• They confuse this thing for another thing (and that creates problems for them).
• They have overlooked important information.• They are misinformed about this thing (that’s
important/significant to them) because it typically gets wrongly portrayed.
• Other problems…?
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Once you determine the problem that you want to help readers solve, you’ll have a clearer understanding of your white paper’s objective.
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But that’s just the beginning!
Your white paper needs to convince your readers that they have a problem by providing EVIDENCE that the problem exists, and that it’s a problem for them specifically.
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Giving a Problem Presence
• Make the abstract concrete through repetition, accumulation of detail
• Amplification (divide the whole into its parts)• Demonstration• Presenting and responding to possible
objections