A Collateral / White paper is a distinct type of guide and report piece that is basically used for educational purposes. In the field of marketing and business, collateral often refer to as alternative documents for compilation of marketing tools and other business-related essentials.

A basic collateral is organized in the following manner :

Basic Introduction - Provides you with an insight of the paper without stating the whole conclusion. Try not to make it longer than a paragraph, as sometimes clients read the introductory part and the conclusion, so its always advisable to keep material that gives them a reason to keep on reading.

Pain Points - Provide readers with general information that helps them understand facts about certain issues and to identify themselves with the problem described.

Solution : Propose your solution to the pain points in question, advise how the software works in general. Given enough information, readers can make their own decisions about the usefulness of the proposed solution.

Advertise : Advise the readers about your product or services after convincing them of the truths of your argument. Explaining your solution is the best available in the market while providing supporting evidence.

Conclusion : write a one paragraph summary of why your solution is the best. Emphasize the advantage of using this product as well as the disadvantage of not using it. Try not to forget to mention the works cited and the hyperlink sources you used. Give the reader details about how you can be contacted. Visit your site? Contact your company?

There are certain tips that you could use while writing a white paper.

1. Knowing your Audience : Your target readers must be able to have the perspective that can compromise well with your business’ standpoint effectively. Draw the line between the subjective and objective aspect from your white paper’s content. In order to gain immeasurable attention from your audience, make use of catchy yet ingenuous terminologies in your paper’s first paragraph.

2. Statements pertaining to the pain points that your product or service intends to address : The description however, must be clearly explained in detail. Give emphasis on the coverage of the sales functions of the product.

3. No complex terms : Avoid using jargons or other words that are not standardized by the English language –especially if your target readers are business professionals.

4. Use realistic examples if possible : Write a short description that exemplifies the other existing companies who have previously benefited from your product or service.

5. Make it Illustrative : Use charts or graphs if you’re going to provide statistical reports containing your products’ sales progress, try to make use of graphs in terms of presenting figures, initially acquired from paragraphs of previous reports.

6. Balance your focus on self-interest and the readers’ interest : Your self-interest must be within your priorities in presenting your product and not of your “more personal” agenda.

If you want some perspective on how you or  your company needs to enhance their Sales/Client Management Capabilities, please email me at This email address is being protected from spambots. You need JavaScript enabled to view it.


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