Online Technical Writing: White Papers

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There exist a wide variety of documents that purport to be white papers. Here is one definition, pulled froom the list below Related Information:

A white paper is a technology or business document that provides background on a project (device, method, etc.) and advocates for it.

Emphasis is added for "advocates"—in other words, the white paper argues for or against something, makes a case for something (or against).

Purdue OWL has a good extended definition of the white paper:

What is a White Paper?

Originally, the term white paper was used as shorthand to refer to an official government report, indicating that the document is authoritative and informative in nature. Writers typically use this genre when they argue a specific position or propose a solution to a problem, addressing the audience outside of their organization. Today, white papers have become popular marketing tools for corporations especially on the Internet since many potential customers search for information on the Web. Corporations use white papers to sell information or new products as solutions that would serve their customers' needs.

The Purpose of a White Paper

Typically, the purpose of a white paper is to advocate that a certain position is the best way to go or that a certain solution is best for a particular problem. When it is used for commercial purposes, it could influence the decision-making processes of current and prospective customers.

What Kind of Problems Do Readers Want to Solve?

The audience for a white paper can be the general public or multiple companies that seek solutions to their problems or needs. Typically, you will not know your audience personally, unlike when you write a recommendation report for your client. And yet, in order to persuade your audience, you need to focus on their needs. If you can address the problems that your readers want to solve, they will read your white paper for a solution.

However, when you explore Gordon Graham's white paper website , the clarity of the Purdue OWL definition clouds up a bit.

Detect a White Paper

Some white papers call themselves white papers; other do not. Instead, you can find in the introduction of these documents a tell-tale sentence or two that identifies the document as a white paper:

The purpose of this document is to define the basic terms and key metrics that should be used to evaluate the performance of a blockchain and then communicate the results. This paper also serves as a platform-agnostic resource for technical blockchain developers and managers interested in using industry- standard nomenclature.
— Hyperledger Blockchain Performance Metrics

The term "white papers" never occurs in this except, but it's clear that the author wants us to "evaluate the performance of a blockchain and then communicate the results."

9 Best Practices for Colleges and Universities Moving to Online Course Evaluations

This white paper proposes some new perspective...
— A Fresh Look at Response Rates

In this case, the introductory text says "white paper" but instead the title uses the ??? phrase "best practices." As readers, we are expected to follow these best practices, making it a white paper.

How to Unlock the Power of Your ERP System with Bar Coding
— Connectware Solutions, Inc.

This title makes us think it will be a set of instructions, but no! It's a narrative on how a tricycle-manufacturing company implemented bar coding in its ERP (enterprise resource plan) system. Quite a different way of developing a white paper!

Plan a White Paper

So now that we know the different sorts of things a white paper can be and the common purpose that exists at its core, how do you write one? Plenty of content patterns work for white papers. Here are a few:

Problem > solution. Not much is known about how well people are able to learn in an online environment (problem) > here is a survey method that will tell us (solution).
Good product > features. The Edison 9000E works with both solar and butane (feature); can run on regular household current (feature); and so on.
Good process > phases. The recommended phases of the blockchain process increase its reliability and efficiency.
Good process > positives. The best practices for ????
Good product > positives.The Edison 9000E makes less noise (positive); can operate on renewable resources (positive); does not require an electrician to install (positive); and so on.

Consider Persuasive Rhetorical Strategies

As a document that advocates something, the white paper is fundamentally persuasive in nature. And as such, you can expect to see the elements and strategies you see in persuasion, covered elsewhere. Hover over these links:

logical appeals
emotional appeals
personal appeals
rebuttal
counter-arguments
concessions

If you take a look at the examples in the links below, you'll see that white papers often start with a title page followed by a table of contents and an introduction.