Many writers put the conclusion of a paper at the end, but that is often the least effective location. Readers' attention is greatest at the beginning. That's the best place to put a summary of your entire message, including the conclusions you wish the reader to draw. White papers, unlike books, are scanned or read quickly for content. Other quick-read communications, like advertisements and newspaper articles, use headlines and paragraph summaries to hold reader interest.
White papers can benefit by the same approach.
Address customers as if they were investors . Seasoned investors are a discriminating audience. They judge technologies, products, and ideas on the basis of objective information about market supply and demand and the track records of the companies or people involved. They respond to factual information, not unsubstantiated claims or boasting. Getting their attention involves building trust by stating things that are interesting, relevant, and true.