White papers are precious documents for anyone who sells technical equipment, or complex solutions to challenging problems. Their aim is to both educate and sell. The challenge, though, is to make them visually appealing enough to keep the reader engaged from start to finish.
3 design tips to catch your customers' attention
1. Make use of graphics and icons to direct your reader's attention to key points
For a white paper to be effective white space and colour can be just as important as the text you choose. Using directional cues such as arrows, bold text and icons to ‘point’ your reader's attention in a specific direction can help time pressed readers to understand your message quickly.
2. Use quotes to highlight key points
Using block quotes in a larger font, or a different colour is a simple and effective way to help your message stand out. As well as adding visual variation to your white paper, you can reinforce key takeaway messages you want your reader to remember.
3. Use white space to surround and highlight important points.
A well designed white paper should be a pleasure to read.
That means making good use of white space to support the selective use of colourful graphics and well placed text.
Visual variability is important in a medical white paper, especially when explaining complex technical data. Blending your in-house branding colours into bar charts, infographics and charts can make your paper much easier to understand. Selectively adding white space to your document will also help your key message be remembered.
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What makes a good white paper?
First, you need to pick a high value topic that will be of interest to your target audience.
Second, you need to position your company as the go-to expert to provide solutions to your customer's problems.
The aim is to enhance your company’s credibility and position you as a thought leader in your field. To do this you’ll need to stay clear of overt selling strategies and win over your customer's hearts and minds with useful, relevant and succinct information that aims to educate as well as persuade.
The payoff is that a well written white paper will have the effect of engaging your customer's interest, gently moving them through your sales funnel with far less resistance than traditional hard sell strategies ever could.
If you can provide your customer's with well researched, high value content, it will be much easier to cut through the noise of your competition and you’ll be one step closer to generating highly qualified leads who are ready to buy.
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Hi, I'm Anne, welcome to the Mind Body Ink blog.