One white paper author suggests thinking of your audience as investors, and that's not a bad way to approach writing the paper. An informal tone is best; use acronyms and abbreviations sparingly. Use plain English, no matter how much someone insists on using more technical language. The objective is to educate, inform, and convince, not to geekspeak or marketspeak the reader to death. That's not to say that the white paper isn't slanted -- it is, in the end, an opinion piece. But it also provides real information that the reader can use.