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Posts Tagged ‘white papers’

Well, the dumb-guy’s perspective on e-commerce draws to a close this week.  Four parts, five weeks and 4300 words later, we come to the stirring conclusion: e-commerce is good…so, like, do it!

So, just for the sake of completeness, here is the entire four-part series in its entire entirety. Enjoy, e-geeks!

Part One: History and Growth of E-commerce

Part Two: Niche Marketing and E-commerce

Part Three: Tools of E-commerce

Part Four: Potential Benefits of E-commerce

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Oh my. White papers. In my day-to-day blogging life, I get a lot of mileage out of humor, sarcasm, cluelessness, and being a dope in general. But a white paper is the one instance where you simply can’t joke around. You are expected to make a point, to explain, to elucidate, to persuade, to basically NOT be a dork. In other words, my safety net is gone.

For those who care to be illuminated on the topic, what are the necessary components of a white paper? Well, I pulled this from somewhere, and I can’t recall where. My regular readers know that I am always diligent about citing my sources. This time, I just can’t remember where I got this.

Anyway, a good white paper should do the following:

  • Begin with a well developed overview/executive summary/abstract: Attention grabbing, one-paragraph summary of problem, solution and hint of results.
  • State the Problem: Two-to-three paragraphs demonstrating your knowledge of your clients’ challenges and industry trends.  Identify the main objectives of the paper.
  • Describe your product: Incorporate design decisions; industry standards, testing and reliability; best practices and ease of use.
  • Address how your product resolves the problem; tie the two together
    Demonstrate with evidence. Illustrate with case studies and expert testimonials.  Entice with: benefits and returns on investment (ROI) , future applications, developments, and timelines.
  • Conclude:  with confidence and credibility
    Refer to the abstract and summarize your main advantages

So, that’s the setup. The topic at hand is E-commerce, and why a small business owner should take the plunge into online retail. It’s a four part thing that included several interviews, tons of research and a bunch of anxiety about whether I sounded like I knew what I was talking about.  I suppose I will let you be the judge. Of the four parts, the first two are online. Enjoy! Or, rather, endure!

E-commerce White Paper, el Parte Uno

E-commerce White Paper, el Parte Dos

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