“Should you always label a white paper with the term ‘white paper’?”
Michael Stelzner asks this question on his Writing White Papers blog.
My answer: it depends.
When you say “white paper” to financial advisors, they probably know what you’re talking about. In fact, the term conjures up the image of a helpful tool.
Say “white paper” to an ordinary investor and you’re likely to get a blank look. In this case, it’s far better to call it a “special report” or even just an “article.”
What do you think?