If you are a B2B marketer trying to generate leads or facilitate the sales process, then you should probably be actively investing in white papers. Research from such sources as Marketing Sherpa and SiriusDecisions suggests that white papers are one of the most powerful and cost-effective tools in the marketer's toolkit. No surprise, then, that the creation and marketing of white papers should become a discipline unto itself. 
In two recent books, the secrets of white papers are pretty effectively revealed. In Writing White Papers, Mike Stelzner offers a clear and concise guide to producing white papers that, as the subtitle suggests, will "capture readers and keep them engaged." Robert Bly, by contrast, takes a wider -- if somewhat less immediately actionable -- perspective in his book The White Paper Marketing Handbook. He draws on his deep knowledge of direct marketing to help white paper authors capitalize on their content.
Having worked with Stelzner on white paper projects, I can tell you from experience that what you read in his book is exactly what he delivers to his clients. He is literally -- and generously, as I see it -- revealing the way he operates in a very accessible fashion. You can follow the step-by-step advice he offers in his book and you will be on your way to creating exceptional white papers and winning the confidence of your clients (or colleagues if you are doing it in-house). I was struck by his amazing skill at making complex things simple. Skilled craftsmen have never been encouraged to make their craft truly accessible to the outside world. Better to leave the craft mysterious so that the value of one's skills remains high.
Well, Stelzner has thrown off any veils that might have been associated with white papers. He patiently walks you through the process -- from the needs assessment to the outline to the title to the core content and on to the formatting. He tells you just what he believes. So much so that he may even be giving a little too much of the white paper's magic away.
For instance, he tells writers that they should provide a "What to Look for" section in their papers that essentially sets the criteria that a reader would use when choosing a product or solution. "By providing a list of key considerations, you are essentially telling readers how to shop for YOUR solution, without ever mentioning your product," he writes. That's true. But what happens if white paper readers read this book (or learn about it by reading this review). Won't they begin to discount the apparently unbiased advice in that criteria-setting section?
Ok, never mind. Maybe they will. It doesn't really matter. Ultimately, Stelzner believes that generosity is the name of the game. His philosophy: "If you give readers something of value, they will give you their loyalty, and ultimately their business."
And while I think Stelzner's book is a powerful tool to guide the writing process, I think Bly offers another part of the picture and helps advance our understanding of this tool's value. He brings to his book deep knowledge and experience in direct marketing. In fact, much of his book puts the white paper within the wider frame of a marketer's portfolio.
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