What should you call your white paper?

“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?