White Paper Marketing
Use these short, powerful, reports to attract prospects and build your e-mail marketing list
Michael Stelzner is an expert on white papers. He's been preparing them for years.
Michael was a guest on one of my recent Guerrilla Marketing Association teleconferences, details. He discussed his latest book, Writing White Papers: How to Capture Readers and Keep Them Engaged.
His site, www.writingwhitepapers.com, contains his blog and helpful information about white papers. Another one of his sites, www.whitepapersource.com, offers a discussion forum and numerous articles.
White papers are short, formatted, reports intended to be read by decision-makers before they purchase complex products and services.
White papers are a cross between articles and brochures. Like articles, white papers are intended to educate readers, although they often contain product information.
Unlike brochures, though, product information is limited to the last few pages.
Here are some of the ways white papers differ from other types of marketing:
- Perspective. White papers focus on prospects and their needs, rather than product details. Their success is based on credibility and an obvious affinity, or empathy, for the prospect's frustrations and goals.
- Buying information. White papers help prospects make intelligent buying decisions. They show what to look for and how to identify quality and value.
- History. White papers often review the origins of a problem and previously attempted solutions. This provides context for the suggested solution and displays an understanding of the prospect's needs.
- Story. White papers frequently contain research and interviews that dramatize and add human interest to their topics.
White papers are usually limited to 12 pages, or less. This conciseness contributes to their effectiveness communicating with busy decision-makers.
Careful formatting is crucial for white paper success. They must be easy to read and project an image consistent with a firm's other marketing materials.
Some white papers are used to communicate technical information to non-technical decision-makers. Others are intended for technical audiences. Some are hybrids.
In all cases, though, conciseness and education pave the way for later marketing.
Firms promote white papers on website home pages and blog sidebars. White papers frequently provide the core incentive for pay-per-click search engine marketing.
White papers can be downloaded from websites or sent as e-mail attachments. Registration may, or may not, be required.
White papers can also be printed and mailed to, or handed to, the press and important prospects.
The right choice depends on the firm's goals, target market, product complexity, and the length of the sales cycle.
Often, the individuals best qualified to prepare white papers are not those involved in a firm's sales or new product research and development.
Insiders frequently suffer from the "curse of knowledge." This occurs when technical individuals write about issues they are familiar with, and address, every day.
Outsiders approach topics from a fresh perspective. This helps them anticipate the "obvious" questions that prospects often ask, but a firm's employees may take for granted.
In addition, outsiders can perform time-consuming interviews, research, and writing without interfering with an employee's day-to-day responsibilities.
Michael's book provides a road map for success. You learn exactly what should be included in a white paper, and in what order.
More important, you also learn what you should leave out, (or briefly describe at the end.) It's a complete guide that provides assistance and examples to newcomers plus resources for those looking for advanced ideas.
Writing White Papers is both for those who create white papers for themselves and those who prepare them for clients.
Michael Stelzner also offers seminars for those interested in learning more. Details.
After visiting Michael's sites and reading his book, download my free report, White Paper Design that Sells: 16 Easy-to-Implement Best Practices. It's focused specifically on white paper readability.
Assistance choosing topics is also available from my Content Catalyst. The Content Catalyst contains over 400 ideas for articles, blogs, newsletters, teleconferences, and--of course--white papers.
E-mail me, or call 603-742-9673, for ideas and assistance putting Mindjet's MindManager 7.0 to work in your daily marketing and writing activities.
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