Whitepapers have evolved past their original function as government issue documents and have proliferated in the world of business as a way of presenting marketing information. Similar in nature to an academic essay, a whitepaper selects evidence and constructs a logical argument in favour of the company or viewpoint they are promoting. So, why write a whitepaper? Due in no small part to its connotations with academic writing and government documents, a whitepaper can generate more credibility and trust than a regular piece of advertising. By avoiding the usual methods of soundbites, inf...