White Paper

---
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

1. **Title** — authoritative, specific, avoids clickbait
2. **Executive summary** — 150-200 word standalone summary (written last, outlined first)
3. **5-8 major sections** with key points under each
4. **Data visualization callouts** — note where charts, tables, or infographics should appear
5. **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.