White papers are commonly produced by for-profit organizations to market high-tech products and services and are often created by technical writers. But writers of this genre have little evidence-based research to guide them. To fill this void, the authors tested a rhetorical move structure with a sample of 20 top-rated marketing white papers and found that, despite the lack of industry standards for white papers, those written for marketing purposes display similar rhetorical moves: introducing the business problem, occupying the business solution niche, prompting action, establishing credibility, and providing disclaimers or legal considerations. Based on the results of this study, the authors advance guidelines for writers of this genre and suggest areas for future research.