A white paper is the most authoritative of all business writing. The primary purposes are to educate while presenting your company’s solution to a tough problem. Before making big decisions about products, many CEOs will read white papers first to get all the relevant facts and statistics surrounding their decision.

White papers must be thoroughly researched; must speak with authority; and must provide facts to back up all assertions. There’s no room for fluff.

However, that doesn’t mean a white paper has to be dry and dull to read. In fact, writing a white paper gives you the chance to fully connect with a client and say all the things you been longing to say.