Writing a White Paper?If what you sell is expensive or sophisticated then writing a white paper is one of the best methods of marketingThe topic of writing a white paper is one you hear very little about these days. However, for many businesses it's still one of the most effective methods of marketing their products or service today. A White Paper is a document, usually a few pages long,that states your company's position on how a problemshould be solved. So if you sell drills, you can write a report on how to makebetter holes, and you'll get lots more sales leads thanmerely advertising information about your drills. Why does that work? Because: Nobody who boughta drill wanted a drill. They wanted a hole. Offerinformation about making holes and you'll be muchmore successful. Before I go any further on this topic I wanted to include the following article which gives a great overview on this subject:
How to Write and Promote White Papers As a Sales and Marketing Tool The statistics overwhelmingly support what those of us who have employed this vehicle already know...White papers are a powerful sales and marketing tool: While these stats show just how important writing a white paper is to the technical audience, my own experience shows that they are also lead magnets for the non-technical audience. In fact, their effectiveness is critical to the earliest stages of the buying cycle. What is a White Paper? To add a white paper to your marketing mix, or enhance the white paper element you already have, consider three critical elements: Author: Authoring a white paper does take writing talent, but if you don't consider yourself a writer (or the resource in your company doesn't fit the "good writer" qualification), you do have options. Have a good writer "ghost write" the paper, using interviews and resources provided by internal subject-matter experts. Or, have the subject-matter expert write the paper, based on your outline and then EDIT the heck out it! Content: A white paper has six key components-title, introduction, product/service/technology detail, conclusion, about you, and sources. To add credibility to the overall paper, add case studies, testimonials, and third party research or statistics to hit home your key points. Promotion: Writing the white paper is not enough. Make it a feature of your promotional mix-combine search engine optimization, public relations, email/direct mail, and syndication to promote your white paper's availability. White Papers can both build credibility AND generate sales leads, which is why they can be so powerful of a marketing tool (they serve double duty). But keeping them educational in nature and following the rules for white paper format is vital to your success with this vehicle. Go-To-Market Strategies is a resource center for sales and marketing professionals and business leaders. Our tools, templates, and services help companies achieve big aspirations with limited budgets. Visit our website for sales and marketing templates and access to free downloads or browse more articles
By writing a white paper You can create a magnet around your product or service that will educate prospects about your unique solution to their problem, and get them to call you first. Best of all, it doesn't have to take weeks or months to create, and you don't have to spend hundreds or even thousands of dollars outsourcing the project to someone else. The secret? Your own white paper. White papers are an inexpensive and non-intrusive way to create quality leads by getting customers to learn your approach to a specific problem and proactively come to you for the solution. But what's most important of all, though, is promoting and publicizing your white paper - because the best white paper in the world is no good unless somebody reads it! My colleague and good friend Perry Marshall has written a comprehensive guide to writing and promoting White Papers, covering every aspect with over 30 examples and case studies from many industries, ranging from computer software, networks and equipment to consulting services, non-profits, financial organizations and political causes. Find out about Perry's Definitive Guide to Writing and Promoting White Papers:
Writing a White Paper
Luis Castillo
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