Most white papers take a similar approach to the presentation of information: Start with a thorough discussion of a specific business or technical challenge, present a unique solution that will solve those challenges, and end with the results gained from the implementation of the solution.

But what do you do when the solution that you are offering is also offered by countless numbers of other equally capable solution providers?

The answer is the Comparison White Paper.

The Comparison White Paper is designed to compare two solutions, approaches, methodologies, or concepts, both of which are provided by the solution provider. The use of a comparative approach accomplishes several advantages for the solution provider:

1. Thought Leadership. Providing in-depth comparisions of several alternatives can demonstrate a depth of knowledge (thought leadership) over a competitor which can translate into the perception of a market advantage.

2. Win-Win Marketing Advantage. By presenting several alternatives in a comparison white paper provides a “win-win” for the solution provider. Since all alternatives are available by the solution provider, each is acceptible no matter which one is chosen by the propective customer.

3. F.I.F.O. No, this is not the well know accounting term but instead stands for “First Informed, First Offered”. The solution provider that is often the first to educate (inform) the customer to a new and compelling concept is often the first one that is offered the business deal.

So when your customer is looking for new ways to get a leg up in a highly competitive marketplace, suggest the Comparison White Paper. You might actually gain a competitive advantage AND win the business at the same time!