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The Four Most Common Mistakes in Whitepapers

The Four Most Common Mistakes in Whitepapers

Producing successful whitepapers takes a combination of skill and creativity. It requires a practical approach that can help writers get their message out there and, in turn, provide readers with the information they seek.

However, there are cases in which a whitepaper fails to deliver. When a paper fails, writers may be left wondering what went wrong.

In this article, we focus on the four most common mistakes in whitepapers and how to solve them. By paying attention to this article’s guidelines, producing a successful whitepaper will become far more straightforward.

Mistake #1: A Weak Argument

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A useful whitepaper is similar to an ironclad court case. And just as trial lawyers need to create airtight cases so they can prove their argument beyond a reasonable doubt, a whitepaper not only needs to build a logical and consistent argument but also back it up accordingly.

Graham Gordon, whitepaper writer extraordinaire, has this insight to offer on building a successful argument:

“Every white paper writer must learn how to build a coherent argument. Without one, your white papers won’t convince anyone of anything. But a white paper that presents a strong argument can be right on the money. It can generate great results for years running.”

Indeed, the best arguments stand the test of time. Yet, writers are often guilty of committing several mistakes.

The most prominent sin that writers commit when building an argument is to use overly complicated ideas. Some writers misguidedly believe that the more complex an argument is, the more it will succeed.

However, complex arguments tend to have too many moving parts. Thus, each component is an opportunity for competitors to attack its logic and consistency.

On the other hand, a simple argument is much harder to refute. Debunking a simple, well-constructed idea generally requires a mountain of data. While competitors may try, they will eventually give up.

Another hazardous characteristic of a weak argument is assuming that readers already know or understand the argument’s points.

Good trial lawyers walk jurors through every facet of their argument, even if the risk is going over minutiae. In doing so, they avoid leaving gaps in their arguments. After all, even a small gap can become a huge chasm.

For instance, assuming that all shoppers prioritize quality over cost is a dangerous proposition. After all, there might be shoppers that do not care about quality and instead want the cheapest product available regardless of quality.

To combat weak arguments, whitepaper writers must challenge their arguments as rigorously as possible.

Trial lawyers simulate courtroom conditions to test the strength of their arguments. This exercise often reveals cracks in arguments, and most importantly, how to address them. In the same sense, whitepaper writers must become their own critics to ensure they have covered every possible angle.

A telltale sign of a weak argument is the use of generalizations.  Blanket statements do very little to push the persuasive nature of an argument. Moreover, generalizations do not provide the reader with any actionable insight.

For example, a statement such as “consumers prefer high-quality products” does not offer any useful information. In contrast, “90% of consumers surveyed indicated they prefer high-quality over low price,” provides an insightful tidbit of information readers can internalize. Consequently, whitepaper writers must always strive to be as specific as possible.

When writing a whitepaper, bear in mind that the devil is in the details. Detailed arguments go a long way toward plugging up gaps in the argument’s overall construction.

Mistake #2: Insufficient Evidence

Whitepapers must base their arguments on concrete evidence. Without the use of enough evidence to support claims, a whitepaper may drift into the realm of opinion.

While there is nothing inherently wrong with publishing an opinion, it is not a whitepaper. A whitepaper serves as a persuasive argument that compels readers to act, or in the most ambitious of cases, change their minds on a specific issue.

The best kind of evidence comes from reliable sources. These sources are individuals acknowledged as experts in their field and official institutions such as government, academia, or industry leaders.

These sources enable readers to trust the information provided in the paper. Citing data from fringe websites, obscure writers, or unknown publications may lead readers to doubt the accuracy of the paper’s data.

Above all, whitepaper writers should strive to present as much quantitative data as possible. Quantitative data encompasses information stemming from surveys, laboratory research, official government statistics, and verified public data. Ultimately, cold, hard numbers go an incredibly long way to support a compelling argument.

Additionally, there is plenty of room for qualitative data. For example, expert opinions on a subject can boost the credibility of a paper’s argument. When multiple experts echo the view presented in a paper, the argument can truly begin to take shape.

Trial lawyers use this same kind of motivation when calling expert witnesses to the stand. Expert witnesses have technical expertise that lawyers do not. Consequently, these witnesses serve to show jurors the argument’s veracity.  

Unfortunately, some whitepaper writers commit a fatal error by not presenting sufficient evidence. A good rule of thumb to keep in mind is the more proof, the better.

While there is no specific number of sources that a paper should use, writers should strive to find as many pieces of evidence as possible. Evidence serves to build credibility. Without it, a paper is far easier for critics to dismiss. Conversely, concrete evidence gives any whitepaper the backing it needs to be successful.

Graham Gordon, the Whitepaper Guy, says that the use of sources in whitepapers “elevates the level of discourse in your white paper, and in your industry, to rely more on evidence and less on hype.”

Basing the claims in a paper on evidence provides a solution based on a solid foundation of fact and not merely hot air. Hype can easily get debunked when someone takes the time to do their due diligence. If a competitor wants to get an edge on their competition, they will undoubtedly take the time to check up on the hype.

Graham warns of making up “facts,” though.  This statement does not necessarily pertain to falsifying information. It refers to making loose affirmations that appear to be true. However, they do not hold up to scrutiny.

For instance, claiming a specific aggregate market value of a product based on an estimation would be irresponsible to include in a legitimate paper. While it is entirely possible to utilize estimated data, estimates should always use a sound methodology. Making claims on unverified assumptions can quickly bash a paper’s credibility.

Mistake #3: Obscure Sources

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There is no question that solid research is the backbone of every compelling whitepaper. However, a paper’s research is only as good as its sources.

Often, writers try to cut corners by citing obscure sources or unknown individuals. In the worst of cases, some whitepapers make significant claims based on a single piece of evidence. A paper could avoid initial vetting/review if it is self-published—say on a website, but that may not shield it from eventual exposure of its flaws.

When it comes to sources, mainstream ones provide the best support. After all, journalistic articles from CNN or The New York Times carry much more weight than ones from thetruthrevealed.com. While it may seem silly to consider that a professional whitepaper writer would use such sources, it should not come as a surprise that inexperienced writers may try to pull a fast one.

At the core of reliable sources of information is trust. There is a proven psychological link between a source and an individual’s ability to trust the data.

Take children, for example. It has been proven that children associate the integrity of information based on its source. This implicit association implies that children are far likelier to trust anything a parent or guardian would say as opposed to a stranger.

The concept of trusting information based on the source remains with most people into adulthood, leading them to take information from trusted sources at face value naturally.

Influential whitepaper writers are keenly aware of the importance of trust. And trust is everything when it comes to writing a persuasive paper. Even when claims sound unbelievable, trustworthy sources, coupled with a consistent argument, are the winning formula to a successful whitepaper.

A clear example of an unreliable source is Wikipedia. Wikipedia is an open-source repository of knowledge and information. Since it is open-source, practically anyone can contribute to a specific topic. However, Wikipedia does not have a rigorous verification methodology like academic journals do. Consequently, there is no guarantee that the information contained in it is genuinely accurate. Thus, readers are left to determine the degree of Wikipedia’s credibility for themselves.

Wikipedia serves as a cautionary tale on the use of obscure sources. Any professional writer will agree that using Wikipedia as an official source will quickly get a paper discredited. Finding credible sources may represent extra work. However, the payoff is certainly worth the additional effort.

Mistake #4: Confirmation Bias

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Often, finding the right piece of information to lock down an argument can be complicated. Depending on the nature of the argument, sources may be more or less abundant. And, in some cases, information may not even exist.

In such cases, whitepaper writers may have to produce the information themselves through surveys, statistical modeling, or experimentation.

Ideally, writers should conduct research in such a way that the data makes the argument come to life. Whatever it may be, the data ought to provide the support needed to reinforce the paper’s claims. In particular, data should support the core premise so that it holds up to scrutiny.

In the pursuit of credible information sources, the concept of confirmation bias may come up. Confirmation bias is the “tendency to process information by looking for, or interpreting, information that is consistent with one’s existing beliefs.”

Consequently, confirmation bias skews sources, and most importantly, interpretation of data so that it is consistent with the premise in an argument. It can even lead to instances of twisting facts to suit an argument.

Influential whitepaper writers must be as objective as possible when it comes to fitting data within their arguments. After all, a loose interpretation of information may lead to serious questions about the paper’s overall integrity.

As such, confirmation bias plays a significant role in writing as it tends to give more weight to evidence that supports claims rather than evidence against it.

When writing a persuasive paper, writers must consider all sides of an argument. Like trial lawyers, whitepaper writers need to consider all possible angles of attack. This analysis includes taking sources of information that could contend the paper’s premises. Hence, contradictory information is useful in bolstering an argument.

Consider this situation:

A paper’s premise is that product “A” will help consumers lose weight. The research data shows the product to be effective. However, the same data also indicates test subjects in which the product was ineffective.

A writer showing confirmation bias would take the research data on successful test subjects to prove the product’s validity while discarding information of unsuccessful test subjects. However, doing so would open the door to challenges.

To accurately represent all the argument’s angles, the writer would take the successful and unsuccessful data to prove that the product is mostly effective, despite negative results. Readers would then have the opportunity to judge the effectiveness of the product for themselves.

The example above highlights an essential quality of great whitepapers: transparency.

When writers are transparent in the information they present, it helps build trust and credibility in the paper. These are the hallmarks of all excellent papers.

Renowned German politician Wolfgang Schauble once said, “Reliability is the precondition for trust.”

While these words emerged within a political context, it is easy to extrapolate them into any realm of human interaction. Reliability, as in transparency, is a direct precursor for trust. When a whitepaper builds trust, it catapults its brand into an entirely different league within its industry.

Conclusion

Writing a compelling whitepaper requires authors to do meticulous research to build an ironclad case. The case begins with a logical and consistent argument that has sound reasoning.

Nevertheless, a rational argument is nothing without useful data supporting it. Therefore, writers must find credible sources that can back up claims effectively.

Writers need to take great care not to bend information to suit their purposes. Instead, the data needs to make the argument emerge on its own. Otherwise, confirmation bias may lead to a paper showing contradictions.

Ultimately, a compelling whitepaper must add value to its intended audience. An excellent whitepaper can achieve this when reliable and transparent sources scaffold the claims presented.

The difference between a perfect paper and a terrible one often boils down to the effort put in by writers. There are no shortcuts to an influential paper. That is why putting in the work needed to produce an outstanding paper will lead to great results.

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Jessica joined The Writers for Hire after several years of technical writing for two Department of Defense contractors, where she created software documentation and online help, as well as material for the company websites and newsletters. Since joining The Writers for Hire, Jessica has become the company’s resident “Wiki guru,” and manages most of the Wikipedia projects. She also manages social media campaigns for several local businesses, provides copy and layout options for website projects, writes blog posts on topics that include the oil and gas industry, web hosting, and fashion, and writes articles, brochures, books, and press releases. Jessica has a Master’s in Technical Communication from Texas State, where she also edited and proofread articles for Center of the Study of the Southwest’s academic journals while working as a ghostwriter for Infobooks.com. She has a Bachelor of Arts degree in English from Southwestern University.

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Jennifer, also known as "Rizzo," is a Denver-based writer and genealogist with a passion for history, travel, and languages. She studied Spanish at the University of Guadalajara in Guadalajara, Mexico and also lived and studied in Ancona, Italy. She also holds a certification for International Tour Management through the International Guide Academy, as well as a Genealogy certification from IAP Career College. Since joining The Writers For Hire, Jennifer has tackled a vast array of projects—from RPFs and SOPs to memoirs and company history books— and has done many in-depth genealogical research and family tree projects. She has also worked as Project Manager for various client projects, including family history books, websites, RFPs, blogs, autobiographies, and SOPs. Jennifer is our resident historian and genealogist, and can often be found examining 200-year-old books in various archive sites around the globe. She enjoys working closely with clients, and loves any opportunity that allows her to indulge her creative side.

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After putting in enough time as a busboy, a cheesesteak artist, a medical courier, and a nightclub bouncer, Peter took the logical next step—securing a position at a bicycle shop. While serving as a mechanic and a salesman, his incriminating degree in creative writing from the University of Arizona got him assigned to every additional duty that had anything to do with words. Between all the wrenching and selling, Peter wrote website copy, emails, blogs, digital and print ads, press releases, articles, advertorials, and scripts for radio and television commercials. What started as a summer job evolved into an 18-year career in the cycling industry, gaining him experience in corporate communications, public relations, social media management, event planning, marketing, and retail advertising. Since joining The Writers for Hire, Peter has branched into ghostwriting, op-eds, RFPs, SOPs, and producing work for aerospace and engineering firms, public utilities, oil and gas companies, real estate developers, and the entertainment industry. At his home base in New Jersey, Peter spends his free time souping up cheap vintage guitars, admiring his dog, and talking about moving to the Adirondacks.

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Morgan has worked in marketing and communications for more than eight years, with a primary focus on copywriting and content creation. Throughout her years of experience, she has written and edited almost every kind of copy imaginable – magazine articles, blog posts, website copy, brochures, press releases, nonfiction books, newsletter articles, brand guidelines, and more – for both B2B and B2C audiences in a wide array of industries, including energy, technology, finance, healthcare, education, travel, retail, and more. In addition to her creative skills, Morgan has technical expertise in HTML coding and utilizing content management systems (e.g. WordPress) and email platforms, such as MailChimp, ExactTarget, and Constant Contact. With a lifelong interest in language, it is not surprising that Morgan has a bachelor’s degree in German and Linguistics from Rice University, where she studied more than eight languages. In 2011, she received her master’s degree in Advertising from The University of Texas, where she was accepted into the elite Texas Creative Program for her copywriting skills. In her free time, Morgan enjoys writing personalized picture books for friends and family.

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Shelley’s love of words began in first grade, composing poems for her dear teacher and mentor, Mrs. Blanchard. Her writing career began with several years as a county newspaper reporter, where she developed a love for interviewing all sorts of people. Besides feature writing, her news beats included city government, education, and nonprofits of every stripe. As a determined “adult student,” Shelley graduated summa cum laude from the University of North Carolina at Greensboro in 2010 where she also wrote profiles of outstanding adult students for a “Web Weekly” newsletter and edited a grant proposal for a campus office. After college, she wrote English instructional materials, website copy, product copy, and blogs before joining two construction and development ezines as a staff writer, happy to be conducting interviews for each assignment. Several years of intervening employment in corporate merchandising and HR deepened Shelley’s understanding of the workings of larger companies and the written content they require. She now loves being part of the writing teams at The Writers for Hire. When not at a keyboard, she can be seen jogging in her Southern neighborhood or found holed up with a biography, a vegetarian cookbook, or a vintage TV show.

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She earned her Master of Fine Arts in Creative Writing with a concentration in screenwriting from National University in La Jolla, California, and her Bachelor of Arts in Writing from the University of Tampa in Tampa, Florida. 

Carol Kim - Copywriter

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Carol is also a children’s book author, having written several fiction and nonfiction books for the educational market. She especially loves helping kids learn about the environment and social sciences. Her first nonfiction picture book from a trade publisher is due to be released in fall 2021. 

Martha Scott - Copywriter

Martha Scott’s technical writing career began on a contract at Houston’s Johnson Space Center. She edited papers for scientific journal publication, documents for departments across the site, and a book about a proposed crew escape vehicle. She produced a yearly booklet describing Shuttle contract cost-saving measures, the mission managers’ Flight Data Pack, and a 45-page booklet called Charting a Course to the Year 2000 and Beyond describing plans to develop additional space vehicles and prepare for manned Mars explorations. At Invesco, Martha edited and contributed to two company newsletters (online and hardcopy). She wrote software user manuals, Help files, Training and Benefits department documents, and, finally, shareholder reports. She returned to aerospace for the Shuttle Program’s last 5 years where she attended and produced detailed descriptions of presentations and subsequent discussions at the Orbiter Configuration Control Board’s weekly meetings. She also documented crew debriefings for 17 flights. Martha’s most recent experience was on Jacobs Engineering’s contract with a Texas City refinery for which she wrote and edited Engineering, Safety, Inspection, and Information Systems documents.

Suzanne Kearns - Copywriter

Suzanne knew she wanted to be a writer at the age of ten when she wrote her first story, and has spent the past 2 decades writing blog posts, magazine articles, nonfiction and fiction books, sales letters, white papers, press releases, website copy, and anything else that can be put in written form. She has written for Intuit, Avalara, NerdWallet, GoPayment, and as a ghostwriter for a few well-known CEO’s. Her work has appeared all around the internet, including on sites like World News and Reports, Entrepreneur.com, and Forbes. She loves nothing more than being presented with a bunch of data and asked to break it down into digestible content for readers. Most days you’ll find her sitting on her porch with her laptop, writing to the sound of the ocean, and marveling that life can be this stinking good.

Jennifer DeLay - Copywriter

Jennifer has a background in journalism and Russian area studies. She holds a BA from the University of Texas at Austin and an MSFS from Georgetown University. While in graduate school in the mid-1990s, she developed an interest in the oil and gas industry of the former Soviet Union and launched a free newsletter covering the subject. She then spent more than 20 years researching, analyzing and writing about related topics, working for multiple weekly publications and a private consulting firm. Her areas of professional interest also include energy and power in China, Iran and the Eastern Mediterranean, and for fun she researches linguistics, neuroscience and disability-related issues. She has experience in copy-editing and has frequently worked with both native and non-native English speakers, helping them to produce clear, easily understandable articles on complex political, economic, legal and technical topics. Additionally, she has managed many time-sensitive typesetting projects for community institutions. Jennifer enjoys writing personal essays and lives in Atlanta with her family.

Dana Robinson - Copywriter

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Brenda Hazzard - Copywriter

Brenda Hazzard has over 30 years’ experience working as a writer and editor in the private and public sectors. She spent over 20 years working for the US Government in Washington and abroad, and spent several years working with the CIA during which she managed a team of writers producing internal briefs on international news, events, and politics. She writes on a variety of topics but loves opportunities to work on projects that cater to her keen interest in international affairs. She considers herself to be an empathetic editor, one who improves a draft but lets the spirit of the writer shine through. She has also worked on dissertations, white papers, newspaper articles, and family histories.

Adelia Ritchie - Copywriter

Adelia is a scientist, educator, technical writer and editor, poet, and blogger about her Pura Vida lifestyle in Costa Rica. She has more than 40 years experience writing professionally, including her years at Science Applications International Corp., Bechtel Corporation, Defense Acquisition University, and the Department of Defense. She earned her Doctor of Philosophy in Physical Organic Chemistry at Northwestern University in Evanston, Illinois, and her Bachelor of Science in Chemistry and Physics from the University of West Florida in Pensacola, Florida.

Carey Miller - Copywriter

Carey brings more than 20 years of writing and editing experience to The Writers for Hire. A lifelong writer and reader, she holds a B.A. in English from UCLA. Her background includes writing and editorial positions with both book and magazine publishers. She has worked as a copy editor and proofreader for major advertising agencies including Ogilvy & Mather and Rubin Postaer. Her experience includes magazine feature writing and editing as well as manuscript development and editing. A former advertising sales executive, she has crafted a wide range of business, sales, and marketing communication for leading magazine publishers including Conde Nast and Hearst. She has worked with major consumer brands including Nike, Visa, Levi’s, General Motors, Microsoft, Charles Schwab, and Neutrogena.

Coralee Bechteler - Copywriter

In the past, Coralee has been an organic farmer, a chicken herder, a zipline administrative assistant, and an ESL teacher for kids. Today, she's living her childhood dream of being a writer. She currently resides in New York with her cat (and muse) Hermes and a miles-long TBR list that gets longer every day. If she's not reading or crafting, you can usually find her pulled over on a country road writing something down or picking wildflowers. Coralee holds a bachelor's degree in English, an associate's degree in Horticulture, and multiple internationally recognized software testing certifications.

Cecile Brule - Copywriter

Cecile enjoys the challenge of discovering each client’s unique strengths and presenting them to a wider audience. Since joining The Writers For Hire, she has worked on blogs, newsletters, RFPs, end-user documentation, email, social media, sales pages, biographies, op-eds, and fiction.

Previously, she taught in Shenzhen, China and obtained an HSK3 (Intermediate Mandarin) certificate. Cecile enjoys gaming, drawing, producing short films, and growing fifteen different varieties of apples with Serenity Orchards.

Rosalind Stanley - Copywriter

Rosalind Stanley grew up on the Coast of Maine and then accidentally spent fifteen years in Virginia's Blue Ridge Mountains, before moving to the Midwest. She graduated from Lynchburg College in 2008 with a B.A. in Creative Writing (and a minor in Theater Performance); ever since, Rosalind has endeavored to make writing a part of her daily life, whether creative or technical, whether as a volunteer or an employee. She has tutored students, taught workshops, edited fiction and non-fiction books, and worked as a beta reader and a legal writer. She also publishes a newsletter on Substack, where she releases her own fiction serially. When not writing, Rosalind is busy homeschooling her four children and raiding the local library for new fiction.

Sean Patrick Hill - Copywriter

Sean has been a professional writer for more than 25 years, and has an M.A. in Writing from Portland State University and an M.F.A. in Poetry from Warren Wilson College. He's the author of five books, and his writing has won him grants and fellowships from the Kentucky Arts Council, the Vermont Studio Center, the Elizabeth George Foundation, and the Regional Arts and Culture Council. He lives in Louisville, Kentucky, where he also works at his photography.

Wintress Odom - Owner / Editor-in-chief

Wintress founded The Writers For Hire in 2003 after freelancing for several years as a copywriter and editor. She has overseen, edited, proofread, or written copy for over 100 clients and is happy to have maintained long-term relationships with many of her first customers. Wintress is an exceptional proofreader and editor and has a gift for organizing large projects, including large technical manuals and manuscripts. Her educational background includes graduating cum laude from Rice University in 2000, studying at Cologne Gymnasium in Germany, and graduating valedictorian from The Science Academy of South Texas in 1994.
Wintress