| name | white-paper |
| description | Writes authoritative white papers with executive summary, research sections, data visualization suggestions, and lead-gen CTA. Use when you need a long-form thought leadership asset for B2B lead generation or industry authority building. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
White Paper
When to Use This Skill
Use this skill when you need to:
- Write a white paper that establishes authority on an industry topic
- Create a gated lead-generation asset for your business
- Produce a data-backed report that educates prospects on a problem your product solves
- Build a comprehensive document for B2B sales enablement
DO NOT use this skill for blog posts, case studies, one-pagers, or short-form content. This is for full-length white papers (2,000-5,000 words) that serve as premium content assets.
Core Principle
A WHITE PAPER MUST EDUCATE FIRST AND SELL SECOND — THE READER SHOULD GAIN GENUINE INSIGHT WHETHER OR NOT THEY BUY ANYTHING.
Phase 1: Brief
Gather the inputs that define the white paper's scope, audience, and business goal before writing a single word.
Required Inputs
| Input | What to Ask | Default |
|---|
| Topic / problem statement | "What specific problem or industry question does this white paper address?" | No default — must be provided |
| Target reader | "Who will read this? Job title, industry, decision-making authority." | Business owners and decision-makers |
| Business goal | "What should the reader do after reading? Book a demo, download a tool, contact sales?" | Visit a landing page |
| Key data / research | "Do you have stats, survey results, or proprietary data to include?" | Use publicly available industry data |
| Word count | "Target length?" | 3,000-4,000 words |
| Brand / product to position | "What solution should this subtly point toward?" | Mention only in the conclusion |
Brief Template
## White Paper Brief
**Topic:** The rising cost of manual compliance tracking in fintech
**Target reader:** COOs and compliance officers at mid-size fintech firms
**Business goal:** Book a demo of automated compliance platform
**Data sources:** 2024 Deloitte compliance survey, internal customer data
**Word count:** 3,500 words
**Product positioning:** Mention platform in solution section and CTA only
GATE: Do not proceed until the user confirms the brief.
Phase 2: Outline
Build a structured outline that follows the classic white paper arc: problem → context → analysis → solution → next steps.
Outline Rules
- Title — authoritative, specific, avoids clickbait
- Executive summary — 150-200 word standalone summary (written last, outlined first)
- 5-8 major sections with key points under each
- Data visualization callouts — note where charts, tables, or infographics should appear
- Estimated word counts per section
Outline Format
**Title:** [Authoritative title]
**Executive Summary** (~200 words)
- [Key finding 1]
- [Key finding 2]
- [Primary recommendation]
**Section 1: [Problem Definition]** (~500 words)
- [Key point]
- [Data viz: bar chart showing trend]
**Section 2: [Industry Context]** (~600 words)
- [Key point]
- [Key point]
GATE: Present outline and wait for approval before writing.
Phase 3: Write
With an approved outline, write the full white paper following these structural rules.
Document Structure
1. Title Page Elements
- Title, subtitle, author/company name, date, version number
2. Executive Summary (150-200 words)
- Write this LAST but place it FIRST — summarize key findings and the single most important recommendation
- Must stand alone — a reader who reads only this section should grasp the core argument
3. Body Sections
- Open each section with a clear topic sentence
- Support every claim with data, expert quotes, or case examples
- Use short paragraphs (3-4 sentences max)
- Include callout boxes for key statistics or pull quotes
- Mark data visualization opportunities:
[DATA VIZ: type — description]
4. Conclusion + Recommendation
- Summarize 3 key takeaways as numbered points
- Make a clear recommendation tied to the business goal
- Include a single CTA with specific next step
Formatting Rules
| Element | Rule |
|---|
| Tone | Professional, authoritative, third-person preferred |
| Citations | Footnote style — [1] in text, full references at end |
| Data viz markers | At least 3 per white paper |
| Callout boxes | Use blockquotes for key stats: > KEY STAT: ... |
| Paragraphs | 3-4 sentences maximum |
| Jargon | Define technical terms on first use |
Lead-Gen CTA
End with a conversion-focused CTA section:
## Next Steps
[1-2 sentences restating the urgency of the problem]
[CTA: specific action — "Download the assessment template at [URL]" or "Book a 15-minute compliance audit at [URL]"]
[Trust element: "Trusted by 200+ fintech firms" or "No commitment required"]
Phase 4: Polish
1. Data Visualization Summary
List every data viz suggestion with placement and recommended format:
## Data Visualization Plan
1. Section 2, paragraph 3 — Bar chart: compliance costs by company size (2020-2024)
2. Section 3, paragraph 1 — Pie chart: time allocation across manual vs automated tasks
3. Section 5, paragraph 2 — Comparison table: manual vs automated compliance outcomes
2. Reference List
Compile all citations in a numbered reference list with full source details.
3. Executive Review Checklist
## Pre-Publish Checklist
- [ ] Executive summary can stand alone without the full document
- [ ] Every claim is supported by data or expert citation
- [ ] At least 3 data visualization opportunities are marked
- [ ] Tone is consistent (no sudden shifts to casual or salesy)
- [ ] CTA is specific and includes a single next step
- [ ] Product mentions appear only in solution/conclusion sections
- [ ] Document reads well when skimmed (headings + callouts tell the story)
- [ ] Word count is within 10% of target
- [ ] All references are properly cited
Example: "The Hidden Cost of Manual Compliance in Fintech" (3,500 words)
Brief:
- Topic: Manual compliance processes costing fintech firms 15-20% of operating budget
- Reader: COOs at mid-size fintech companies
- Goal: Book a platform demo
- Word count: 3,500
Outline excerpt:
Title: The Hidden Cost of Manual Compliance: Why Fintech Firms Lose $2.4M Annually to Outdated Processes
Executive Summary (~200 words)
Section 1: The Compliance Burden Is Growing (~500 words)
Section 2: What Manual Compliance Actually Costs (~700 words)
- [DATA VIZ: stacked bar chart — direct vs indirect costs]
Section 3: Where the Hours Go (~500 words)
Section 4: The Automation Opportunity (~600 words)
Section 5: Implementation Roadmap (~500 words)
Section 6: Next Steps + CTA (~200 words)
Anti-Patterns
- Selling too early — mentioning your product before Section 4 destroys credibility. Educate first.
- Unsupported claims — "Everyone knows..." is not evidence. Cite sources or cut the claim.
- Wall-of-text sections — white papers are not academic dissertations. Use callouts, lists, and viz markers.
- Vague CTAs — "Contact us to learn more" converts poorly. Be specific: who, what, how.
- Skipping the executive summary — busy decision-makers read only this. It must deliver the full argument in miniature.
- Data dumping — every stat needs context. What does this number mean for the reader?
Recovery
- No data or research: Suggest 3-5 public data sources (industry reports, government data, surveys) relevant to the topic. Offer to write with qualitative evidence (case examples, expert reasoning) instead.
- Too promotional: If the draft reads like a sales brochure, flag it. Rewrite product mentions as category references ("automation platforms" not "our platform") in body sections.
- Outline rejected: Ask whether the issue is scope (too broad/narrow), angle (wrong emphasis), or structure (missing sections). Isolate before rewriting.
- No clear CTA: Ask what the single most valuable next step is for their business. Default to "book a call" if they cannot decide.
- Word count ballooning past 5,000: Suggest splitting into a white paper series or cutting the weakest section.
