White papers have a very explicit task. They are intended to provide a lucid introduction to the technology that your solution or product is meant to utilize, support, enhance, etc. – how it works and what it is intended to do. After a detailed overview, the document should provide a short introduction (not more than 20% of the document) to your company’s solution or product, its business benefits, and why it is the best available implementation of this technology. In short, the white paper is meant “to tell and not to sell”. You are preparing the ground for a future sale, not making a direct sales pitch.

First and foremost, a white paper should educate your potential customer about the concepts around the technology so that they will now understand what was previously unclear to them and why it is so important for them. If you succeed you will have won their hearts in regard to your solution. Keep in mind that the vast majority of decisions are no longer made by the people in IT. At best they make recommendations. The introduction to the technology should be structured so that the CEO and CMO will be able to content with most of the document.