In an era defined by tweets and instant messaging, does writing a white paper make sense for a small RIA firm? White papers serve as persuasive marketing documents designed to capture the interest of prospects and entice them to look deeper into the intricacies of services like financial planning. And white papers still remain effective because they persuade like an article, display information like a marketing brochure, and offer a powerful way to promote your services.

One of the key advantages of white papers is their ability to establish you as a thought leader. By showing that you can solve the very problems your target audience are grappling with, you get to showcase your expertise in your chosen niche. This not only sets you apart from the competition but also elevates your reputation and brand. As Carl Richards explains, “Your white paper should start by nailing the problem. After reading the first page or two, you want people nodding their heads in agreement.”

The information you put together for a white paper can be indispensable to people who are seeking to understand complex issues, find solutions to their problems, or make informed decisions. It may seem a bit daunting to create a white paper, but Richards suggests, “To get started on a white paper, you have to take the marketing hat off and you need to put on the curiosity hat.” He suggests using a step-by-step process from formulating a compelling thesis, to initiating research with people in the field, and ultimately to constructing a paper that not only resonates with your target audience but also leaves a lasting, positive impression.