White Papers: The Niche Where 20 Pages Can Net You $20,000 – Really!
June 10, 2008 by J.C. Hewitt
Article by Yuwanda Black
White papers may be the highest paying niche in freelance writing – as far as fees, I don’t know of another that pays nearly as well. Okay, maybe sales letters, but even those are a form of white papers. So, you may be thinking, “What exactly are white papers and why does this freelance writing niche pay so well?”
White Papers: About
To understand why white papers pay so well, it helps to understand what they are. Wikipedia defines it this way: “A white paper is a report or guide that often addresses problems and how to solve them. White papers are used to educate readers and help people make decisions. They are used in politics and in businesses.”
I interviewed Gordon Graham of ThatWhitePaperGuy.com last September for my newsletter. Here’s his in-depth definition:
The term is used very loosely. I’ve heard white papers defined as everything from “a bait-piece,” to “a way to freeze-dry your ideas.” After more then five years of research, I think of a white paper as a persuasive essay.
A white paper is something between an academic paper and a magazine article in Scientific American, something between a technical manual and a glossy brochure. A white paper is sponsored, usually by one vendor or association, and generally to promote one product, service, or method for solving some problem.
Others will say that a white paper is basically any type of document or special report given away to attract prospects. Maybe that’s not wrong, but it’s a much looser definition than I tend to use.
White papers can be effective because everyone has more to do and more to learn and more to read than they can possibly get to. A really good white paper can help a business person save time by clarifying some business problem or issue for them, by teaching them something about the subject. So the reader learns something that will help them on the job, and the business associates itself with an ideal solution to a problem.
Now that you understand what white papers are, you may have an inkling of why they pay so well, but let’s get specific.
Why Writing White Papers Pays So Well
Writing white papers pays so well for three reasons: the niche that commissions them; the industry recognition garnered from them; and the relative lack of competition in this area among freelance writers.
Business: White papers are usually commissioned by businesses – mid- to large-size corporations. Many businesses commission them when they are bringing a new product to market, for example.
A white paper usually answers the most common problems a target market may have about a product/service. Large companies spend millions of dollars in advertising and marketing to bring a new product to market.
Because a confused consumer is a non-buying consumer, white papers help companies to clearly get across how a particular product/service can benefit the end user.
Consider this: If a company is going to roll out a new product and spend millions of dollars in advertising, paying a white paper writer, $10,000, $15,000 or $25,000 to write an 8-page “brochure” is a drop in the bucket – especially if it can convert 2%, 3% or 10% more customers.
Note: Any size company can commission a white paper – and in fact, many smaller companies are starting to realize the value of them. This is why white paper writers are so in demand.
Industry Recognition: Besides allowing companies to capitalize on marketing and convert more customers, white papers drive industry recognition – which leads to more sales (hey, it’s always about the bottom line).
There is perhaps no better way to illustrate this than to take a look at the technology industry. It seems that every day some new widget, software application and/or web technology is introduced to the marketplace.
One way for companies to get industry buzz is to have the developer, company CEO or design team talk it up in a white paper. They may divulge the story of why the software was developed, the unique features that solve problems for clients and how it can help a company cut cost, save time or speed up productivity.
Usually, testimonials abound, lending credence to the white paper assertion.
From a commissioned white paper, a company may garner more invitations to speak/join/become involved in industry organizations/conferences/trade shows, etc. By doing this, they become known as “the industry leader in Gadget A Technology.”
This type of industry recognition is priceless.
Hence, the freelance writer who can write this 5, 10, 15 or 20 page booklet is a highly paid professional, which is still peanuts for the firm who commissioned it.
White papers are the one writing niche where I’d have to say the worth of the writer is valued in terms of the end result, not the actual output. And, that’s one reason to go after this niche. Business rarely quibble about price, they just want someone who can deliver the goods – goods they don’t mind paying for.
Less Competition: Compared to other freelance writing niches, there is not a lot of competition in this niche. The following is my own take on why.
I think a lot of freelance writers are afraid to tackle this niche. After reading John’s post, Fear and the Guest Blogger, he talks about how some people had divulged to him that they were afraid to write for his site, i.e.: “Several people have written to me to let me know that they are scared. They are actually scared of writing an article for me. … They fear my audience.”
This may be partly why there are a dearth of white paper writers. Many feel that their skills are good enough, they’re not educated enough, or they’re not skilled enough to write for big companies.
From what I see on the net – where I spend 10-14 hours a day at a minimum – many have nothing to fear. Yeah, there are a lot of freelancers who should be embarrassed to call themselves writers (okay, okay, I have those days), but for the most part they don’t need to be.
Like any new niche, it can be difficult starting out. But, I’ve found over the years that as freelance writers, many of us overestimate what clients are looking for and underestimate what we can deliver. I can’t tell you how many times I’ve agonized over a project – scared to death that it wasn’t good enough. And, upon turning it in, the client turned out to be so pleased, you’d think I was the second coming.
Moral of the story: Don’t let fear keep you from entering this sector if it interests you.
Fun Fact: How White Papers Got Their Name
“The term [white paper] is an offshoot from white book, which is an official publication of the national government. Since it has its base in government publications, white papers generally try to mimic the same weight and authority.” [Source: WiseGeek.com]
To read Gordon Graham’s (aka “That White Paper Guy”) entire interview in the September 2007 issue of Inkwell Editorial’s newsletter, click here (pdf file).
More about White Papers
For examples of white papers in several niches and articles on how to write white papers, click here.
About the Author: Yuwanda Black is the publisher of InkwellEditorial.com. She blogs at InkwellEditorial.blogspot.com and is the author of How to Make $250+/Day Writing Simple, 500-Word Articles.
Yuwanda, nicely done post! It is chock full of good information and right on target about the fear factor (at least for me). It is strange how we can let fear prevent us from trying things.
I also loved how you provided a link to examples. That’s exactly what I wanted.
Morgans last blog post..Call for Ecopoetry
Morgan. I a “sample” girl too. I hate to be introduced to something new, and not have further info to investigate if I so choose.
Good morning and thanks for chiming in.
Yuwanda Blacks last blog post..What’s the Difference Between a Website and a Blog?
Great article, Yuwanda. You’ve got my interest hooked. The only thing you left out is how to find these goldmine white paper jobs!!
Now Jace if I knew that, why would I let the secret out!
In all seriousness though, most of these types of jobs are advertised. A good place to start is to contact the marketing and/or communications department of companies.
Also, networking at Chambers of Commerce can lead to leads in this sector. If there’s one freelance writing niche where being connected helps, this one is it. While it may take longer to break into, it’s definitely worth it. On the very low end, a 3-5 page white paper can pay $2, $3 or $5,000 — easily.
I know of two white paper writers who won’t even consider anything that pays below $10,000. Sweet life!
Yuwanda Blacks last blog post..What’s the Difference Between a Website and a Blog?
I meant to say most of these types of jobs are NOT advertised. Ahhh, note to self: Finish drinking coffee before responding.
Yuwanda Blacks last blog post..What’s the Difference Between a Website and a Blog?
Yuwanda, thanks for demystifying white papers. I’d heard about them for years but never really understood what they were about until I stumbled across Gordon Graham’s website. Your post is very informative and encouraging for those interested in the field. It does sound like a hustle to get started, but that’s where good networking skills come in. Some social networking sites like LinkedIn (www.linkedin.com) could be useful in building a reputation for your work, and, I agree, starting locally can also pay off.
Thanks again for a great post!
[...] writing for industry, writing niche, Yuwanda Black The high caliber of guest blogging at the Writer’s Resource Center continues with Yuwanda Black’s post on “White Papers: The Niche Where 20 Pages Can Net [...]
Thanks for mentioning LinkedIn. I don’t get into social media marketing that much, but that is a perfect site to find leads like this, especially if you have good writing skills, but litle experience writing white papers. Get in good with a few execs there and at your local Chamber and you could be on your way.
It does take some buildup though, but again, once you get the first few under your belt –and can show some positive results (or get a good testimonial from the company you wrote it for) from it, you will be well on your way.
As I wrote this post, I was thinking, “Why haven’t I pursued this niche?” It allows much more freedom as a freelance writer b/c it’s a chunk of money at one time — and clients don’t expect you to turn them around in a few days.
Hmm . . . the wheels are a turnin’.
Yuwanda Blacks last blog post..$20,000 for 20 Pages: Learn about the Highest Paying Freelance Writing Niche
Yuwanda,
This is an excellent piece! It’s jam-packed with valuable information! Thanks so much for sharing an insider’s secrets about writing and profiting from white papers! While apparently very lucrative, this is an area of writing that many–if not most–writers are entirely in the dark about, and your post should clarify many of the questions these writers have.
Thanks again for writing such an in-depth, informative piece!
Jeanne
Thanks for this excellent post, Yuwanda. You’ve probably got a lot of freelancers ready to pursue this lucrative field.
@Lillie: Including me, myself and I!
@Jeanne: Thank you for the lovely comment. I hate pieces that just skim a topic leaving the reader feeling somehow cheated for having stopped to read it. That’s why I always try to give at least one nugget that makes a browser feel glad they dropped by — even if it’s just a link to another source.
Yuwanda Blacks last blog post..$20,000 for 20 Pages: Learn about the Highest Paying Freelance Writing Niche
Well, you certainly did a wonderful job, here, Yuwanda–and reading this piece was definitely worth our time!
Regards,
Jeanne
Hi, Yuwanda. Thanks for enlightening me about white papers (not to be confused with white pages in a telephone book!). Like Marie Ann, I’d heard about them before, but I had always presumed they were academic and/or scientific exclusively, because I’d read about them only in those contexts.
Also, this is probably a question too involved to tackle here, but I wonder how writing for white papers is similar to/dissimilar to copywriting.
Thanks for sharing this piece with us!
Leighs last blog post..The Music of Words and Other Matters
Leah, all writing that you do is basically copywriting. It takes different forms, eg, blogging, article writing, white papers, sales letter, etc., but it’s all copywriting.
Secondly, white papers require a lot of research, good interviewing skills, and an overall understanding of business terminology and marketing concepts. These are some of the differences right off the top of my head.
If you’re really interested in it, do some in-depth web research. As I said in the post, it may take you a while to land a gig in this niche, especially if you don’t have a business and/or marketing background and contacts, but everyone has to start somewhere.
Good luck.
Yuwanda Blacks last blog post..How to Make Money Blogging by Selling Your Blog Posts
Yuwanda,
Thank you for contributing to my guest blogger month. Good luck catching some of those big white paper fish.
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Great!
Thanks for sharing it with me.
hello Yuwanda!
Your post is cool, and white papers writing is also a great idea, but as You said, many people are scared of this (not enough skills or other reasons) and it’s not so simple to get that leed.
I have always been puzzled by the apparent contradiction between the implied authority attributed to the term ‘white paper’ and the fact that anybody seemed qualified to call their writing a white paper.
Your article answered a lot of longstanding mysteries for me and also whet my appetite. Thank you.
i didn’t know how lucrative was this nitche… i think i’m going to change my profession,.. hehehe
Actually, the term White Paper was coined by the British government.
One of the most interesting White Papers ever written was authored by Winston Churchill before he came Prime Minister.