The writing in your white paper needs to be easily readable. Your reader needs to be able to read it within minutes. This is the reason why the writing needs to be very simple.
What's the difference between your marketing material and a story, a magazine article or a novel?
People make time in their life to read stories, magazine articles and novels. They entertain them and they enjoy reading them. If they find them hard to read and understand, they don't mind spending some extra bit of time thinking about it. They enjoy doing this part. It won't stop them from reading it.
Your white paper on the other hand is read at work and sometimes it appears out of nowhere.
It's a 10-14 page document. Your reader will be inclined to read it and demands from
paper writer, if they find it beneficial. After they start reading it they want to finish reading it as quickly as they can and get back to work. They don't want spend their time thinking about it. This is the reason why it needs to be simple. If it's too complicated, your reader will avoid it.
