How to create a basic TOFU white paper
A suggested top-of-the-funnel outline with interview tips
The following is a basic template for creating a top-of-the-funnel (TOFU) offer white paper (or e-book or
guide). This template should be viewed as a starting point for thinking about the structure of your white
paper. Your approach to presenting the useful information in your paper should vary depending on the
expectations of your audience. Work with your client to learn as much as you can about your readers
and present the information in a format that will be useful for them. For example, if your document is
written for average consumers, perhaps an informal Q&A approach is appropriate. A B2B buyer in a
highly-technical field might expect something more formal and analytical, with lots of data and citations.
The role of TOFU content in the sales funnel
Regardless of the audience, you should construct your white paper to fit its role in the automated sales
funnel. The typical reader has downloaded this paper after seeking out some information on the
Internet to answer a question or solve a problem. He or she has probably already read a blog post that
was good enough to convince him/her that you (or your client) have at least some of the information
he/she is looking for. Although the reader has handed over some contact information in exchange for
this paper, he or she is not ready to buy; the reader will be turned off by “salesy” (branded) content.
Instead, this paper should:
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Establish trust by demonstrating you understand who the readers are and the problems with
which they are confronted.
Draw from your (or your client’s) expertise to discuss the alternatives available in your industry
for solving that problem.
Introduce the specific approach you (or your client) recommend for solving that problem, and
why—again, based on your expertise.
Finally, only after educating them about their problems and the solutions available, invite them
to the next level in the sales funnel (the middle-of-the-funnel offer), where they will learn more
about your brand and your specific solution.
This four-step approach works best with a narrow focus. Remember, the reader has arrived at this
content because he/she has a particular problem. The more this paper focuses on that particular
problem, the more satisfied the reader will be. Don’t try to take on everything in your industry in one
top-of-the-funnel paper. You can always create other papers that address other problems.
Gathering information: Research before you write
Readers can see right through empty content, especially at the top of the sales funnel, where they are
expecting to receive useful information, applicable to solving their problems. Don’t try to fake
knowledge of an industry or solution you don’t understand. If you are not already an expert in the field
your paper covers, start every writing project by interviewing your client or someone your client
identifies as a subject matter expert. Throughout the interview, try to keep this expert focused on
problems and solutions—not their brand.
The following suggested outline can function as guide for an interview with a subject matter expert, as
well as for structuring and writing your TOFU paper. The answers to each question should provide
content for each section of the paper.
Suggested TOFU white paper outline
1. Establish trust by demonstrating you understand the reader and his/her problems
a. Who might be reading this paper? What characteristics do all the readers have in
common (industry, position, geographic location, etc.)?
b. What problems are the readers experiencing that would lead them to seek out the
information in this paper?
c. What (if anything) are they currently doing to solve that problem? Why has that
approach been unsatisfactory?
d. What are the risks of not solving this problem/continuing to use an unsatisfactory
solution?
2. Drawing from your experience and expertise, discuss the alternatives available in your
industry for solving the reader’s problem
a. Is there anything the reader can do on his/her own to solve his/her problem? (Without
investing in a professional solution.)
b. Are there any drawbacks to this do-it-yourself approach? What are they?
c. What professional solutions (other than your own) are available for solving the readers’
problem?
d. What are the benefits of each one? What are the drawbacks? What do industry experts
have to say about each one?
3. Introduce the specific approach you recommend for solving that problem, and why
a. How would you summarize your recommended solution? How does it work?
b. Why is the solution you recommend better than a do-it-yourself solution or other
alternatives?
c. What are some reasons readers might be skeptical about your solution and how would
you respond to that?
d. How should a reader differentiate between the different businesses that provide this
solution (if there is more than one)?
4. Introduce the next step (down-funnel offer)
a. Briefly (very briefly), how does your business provide the recommended solution you
discussed in the previous section?
b. What can the readers do to learn more about how your business will solve their
problems? (This is where you put a call to action to download a middle-of-the-funnel
Brand Filter Offer.)