whitepaper copywriter

Deep industry expertise. Experience in communicating with technology buyers. Tech know-how. I’m the white paper copywriter who can help you engage potential buyers, finally.

Do you need a white paper to help generate more leads?

Are you promoting a complex product and need a document that would help explain it to prospects?

Are you looking for a publication to help strengthen your position of authority in the industry?

A high-quality white paper will help you achieve all those goals and more.

Not to mention that, unlike many other documents, it will work for you for months to come (or longer.)

The problem? You need a professional to write it for you. Someone who:

  • Has written many white papers and knows how to make them work for you,
  • Understands software and technology buyers
  • Knows how to write compelling copy that engages this audience,
  • Has enough tech expertise to convert even the most complex features into clear benefits.

I tick all the boxes.

White paper copywriterMy name is Pawel Grabowski. I’m an Irish-based B2B copywriter working with software and technology brands exclusively. I hold a Master’s in Marketing (with a dissertation on SaaS.) Before becoming a copywriter, I ran a software company and worked as an in-house SEO specialist.

My mission, as a white paper copywriter, is to put your message in words that will deliver the results you want – Help introduce your product to the market, convince prospects of its value, communicate its benefits clearly, generate more leads… you name it!

Many of your peers – Hubspot, Close.io, SEMrush, AdEspresso, Drift and others – have used my extensive copywriting expertise, the marketing background, and the great comfort in writing for technology buyers already to:

  • Generate leads, new customers and entice more repeat business,
  • Drive more web traffic and deepen the relationship with visitors,
  • Explain the benefits of their, often complex, products or services, and
  • Engage and compel those people to buy.

How I Help You

First, I identify the best approach to your white paper to ensure it meets your goals. I also conduct all the necessary research and outline its structure. And write the copy, of course.

Apart from writing white papers, I offer a full range of copywriting services too. Over the last five years, I’ve written hundreds of blog posts, web pages, and other business and sales documents.

I can also write video scripts, email copy, sales enablement content, proposals, case studies, ad copy and a lot more.

Such vast experience ensures you that I understand your target audience. Not only have I been communicating with them effectively already, but I can also use this insight to make your project a success too.

How We Work Together

I aim to be as easy to work with as possible. I offer fast turnaround times. And I love establishing long-term relationships with clients. This way, I can learn their preferred style and the tone of voice. And as a result, ensure that whatever copy we produce together is consistent with their overall business communications.

I simplify your budgeting process with flat rate pricing. Note, I will always provide you with the final quote for the work. The project might contain some custom elements, after all. But my rate card eliminates the need for you to go back and forth with me when planning it.

Need a white paper copywriter to help put your message across? Contact me right away to find out more or discuss a specific project you have in mind.

Still Wondering Whether a White Paper is the Right Format to Use?

Here’s some more information that should help you decide.

As most new clients asking me to write white papers, I’m sure you have some questions about the format’s usefulness too. Perhaps you wonder what type of white paper to use. Or wonder how to initiate the process of writing one. Below, I’ve included answers to those and many other questions about white papers.

But let’s start by getting a big misconception out of the way:

A white paper is not a brochure to promote your offering or a sales pitch disguised in a document format.

Nor is it a resource focused on your company, product or service in any way.

Instead, a white paper helps you sell more by assisting a target reader in:

  • Understanding a particular issue or challenge,
  • Learning strategies to solve that problem,
  • Acquiring enough knowledge to make an informed decision about the solution to buy (ideally, your products or services.)

Many of my clients have used white papers successfully to explain the concept behind their offering. But in the process, they’ve also helped them justify the expense of purchasing it.

For example, an HR company I’ve been working for over 2 years with, created a highly successful white paper outlining the correlation between employee experience and the company’s bottom line.

They didn’t focus on their product in the document. Anyone reading the white paper would quickly realize that their tool was the missing link between the two.

In days following the publication, the company started generating qualified leads with the white paper. It continues to attract potential buyers for them today.

Another of my clients, a large digital marketing platform, regularly publishes white papers and eBooks to position themselves as the go-to tool for their target audience.

How Useful are White Papers for B2B Marketing Today?

With information so freely within reach (or tap on the screen), many B2B marketers wonder whether it still pays off to create white papers.

But the data is conclusive. More B2B buyers use white papers to evaluate purchases than case studies, videos, and other content types. Only product brochures rank higher. However, they play a distinctly different role in the process.

white paper usefulness example(image source)

For 41% of buyers, according to the same report, white papers were extremely to very influential to the buying process.

are white papers working for buyers(image source)

But most importantly, they influence decision-makers. Here’s the final finding from the report above.

white papers influential content type(image source)

What about B2B marketers then? Do they still want to use white papers? They sure do. Here’s data from 2018 B2B Content Marketing Benchmarks Report by the Content Marketing Institute.

Its responders named eBook and white papers the most effective AND the most successful content type.

white paper most effective content type(image source)

What is a White Paper’s Place in the Buying Cycle?

The average B2B software buyer goes through as much as 70% of the buying process on their own, without talking to sales. During that time, they consume up to 5 pieces of content, on average. Blog posts, guides, videos and white papers help them understand their problem, evaluate available solutions and make a buying decision.

But unlike many other content types, white papers work across the entire buying cycle. Documents discussing a problem are ideal for buyers early in the process. People at later stages typically reach for white papers offering tips or suggestions how to solve a particular challenge. And product-based white papers engage customers at the buying stage the most.

Which means that you can choose to create a white paper that will attract and convert a highly-specific audience, allowing you to engage the right people at the right time.

What Are the Different Types of White Papers?

Now, this one’s a tough cookie. And that’s because, if you ask a white paper copywriter about this, you might get a list of anything from 3 to 40 different formats!

Personally, I follow the three formats Gordon Graham outlined in his amazing book, “White papers for dummies:”

  • Problem/Solution
  • Numbered List, and
  • A Product Backgrounder

Anything else is a combination or variation of those three.

Format #1 – Problem/Solution

This white paper targets a specific problem and suggests a new solution for a reader to consider.

It aims to present arguments to introduce a new way to solve a prospect’s problem.

For that reason, these white papers work particularly well for Top of the Funnel visitors, focusing on learning more about their challenge at hand.

Because of this wide reach, a problem/solution white paper can generate a significant amount of leads and position your company or product as a viable solution for the audience.

Examples of problem/solution white papers I wrote:

product solution white paper type

white paper exampleLength: Problem/Solution white papers can be long, reaching up to 10 or more pages without the cover and the company’s information.

Format #2 – Numbered Lists

This white paper focuses on presenting a list of solutions, tips or any other points on a specific issue. The lightweight format of a numbered list makes it easy for prospects to scan and extract value from fast.

The numbered list white paper works equally well for prospects early in the buying cycle and those already evaluating available solutions.

Examples of numbered list white papers I wrote:

white paper example 2Format #3 – Product Backgrounder

The most advanced white paper type, focusing on providing a reader with in-depth information on a product or service.

Because of being so heavily product-focused, this white paper format works particularly well at helping anyone at the end of the buying cycle justify the expense of purchasing your offering.

However, such deep laser focused means that it attracts fewer leads, albeit highly-qualified ones.

How to Promote a White Paper?

The main reason behind publishing a white paper is to generate leads. To achieve it, however, you must get it in front of the target audience first. Many different strategies help achieve this. Here are some that worked particularly well for my clients:

  • Include calls to action on strategic website pages, i.e., home page, product pages
  • Write series of blog posts on a similar topic and promote the white paper in the copy as well as calls to action on those posts
  • Publish guest posts referencing the white paper on top industry blogs and websites
  • Send information about it to your list
  • Include a mention of the white paper in email signatures
  • Publish a press release about it
  • Mention it when answering relevant questions on Quora.com (or similar Q&A sites)
  • Ask salespeople to offer it to leads during sales calls
  • Email outreach your top prospects, offering the white paper
  • Mention it in your newsletter’s welcome email
  • Use Adwords and social media advertising to target relevant audiences with it
  • Use a popup to tell website visitors about it

How to Brief a White Paper Copywriter?

I’ve broken the process down into two stages – initial information to get a quote and providing brief and directions.

Getting a Quote

Information that helps copywriters estimate the price for a white paper include:

  • Some background information on the strategy for the white paper. For example, your goals and objectives, how you’re going to promote it, etc.
  • Target audience.
  • Topic or problem you want to solve for the audience.
  • Format and length, if you already know it. Otherwise, I can help.

I can respond to an inquiry containing the above information and provide initial quote and timelines.


Most copywriters use questionnaires to help collect all the information necessary to write a white paper. Mine asks for such information as:

  • The topic,
  • General problem the white paper relates to,
  • The main idea a reader should take out from reading the publication, and a couple of others.

I distribute the questionnaire to you after you’ve confirmed the project and can assist in completing it if needed.

To Sum It Up, a White Paper:

  • Does not promote a product or service directly. Instead, it offers value and insights to help a person make a more informed decision, relevant to their stage of the buying cycle.
  • It delivers information that meets both emotional and logical needs of customers. A white paper delivers information that overcomes their fear of making the wrong decision while empowering them with new information on their problem.
  • It works long after you’ve published it (as long as you keep offering it, of course.)
  • To get started, you need to have an idea about the topic, a problem the document will relate to, and be able to offer some initial guidance to your writer.