White papers and the status quo

There are several reasons to consider white papers. One of the most important is to show a change to the status quo.

Consider the following scenarios:

  • You have a product that significantly increases Ka-band satellite coverage on a worldwide basis while at the same time outperforming Ku-band coverage. You might produce a white paper that compares Ku-band and Ka-band coverage past, present, and future. Simply showing what you know to be an accurate comparison can cause potential customers to start thinking about where satellite technology is likely to go in the future.
  • Your new hardware product can dramatically increase the performance of an Oracle database. You might develop a white paper that compares your new technology with current methods of data storage and then relate all methods to operating cost and levels of performance.
  • You are developing a new cabling and switching model for next-generation data center infrastructure. You might author a white paper that shows current Ethernet cabling choices and your new model in relation to operating expenses and deployment agility. Data centers are expensive and difficult to upgrade. A white paper that offers new deployment methodology in the context of cost will attract attention.

Each of the above scenarios projects a change in the status quo. We all know that change is a constant. In business especially, we’re always on the lookout for some new product or service that can provide an advantage.

Because it targets a group of individuals that share a common knowledge base, a well-written white paper that shows a change to the status quo can have a significant impact. That’s because its factual and intellectual approach to the problem gives its readers plenty to think about.

If done correctly, they’ll be thinking about your product or service.

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