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Dear GetMoreCustomers reader: What's a white paper--and why
should you care? Good question. You're out there trying to run your business, and in
the current economic climate that may be a more-than-usually challenging job. So who
has time to develop another marketing tool? |
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What's a white paper? In other words, you don't give your
process or your tools away. Instead, you explain what the needs are, talk about where
trends are heading, and hint at solutions (that you can, of course, provide).
But when do you sell? P.S. If you'd like to learn how a white
paper/special report might be a good tool for your company--and get a coupon for $50--call
or email me. Chicago 773.292.3294. Cleveland 216.472.8502.
barbara@reallygoodfreelancewriter.com.
The term white paper means a 6 to 12-page (can be 50 pages or more) professional write-up
that explains objectively a possible solution to one of an executive's specific pressing
business problems. It can also be called a special report or other name. Here's how it might
work:
Why should you care?
White papers offer a powerful but subtle way to position your company as the expert in a
particular arena. A prospect who has engaged enough to ask for your information is a
prospect who is genuinely concerned about the problem you're addressing and who already
feels a certain level of trust with you.
Of course, you need to make sure you follow up with those who download or receive your
white paper. That's part of the marketing that helps make it effective. But if you turn
the initial follow-up into a hard-sell situation, you risk turning the prospect off--and
ensuring they will be unlikely to trust your future offers of information.
However, if the customer is ready to buy when you follow up, you're in a strong position
to make the sale right then. And if the customer is only in the early stages of research,
you've initiated a relationship in which you'll likely be welcome to stay in touch with
occasional value-add offerings. That's how you make sure yours is the company that comes
to mind when the customer has more questions or is ready to move forward.
With your white paper you're reinforcing your expertise and getting your company name and
logo in front of the customer in a no-pressure, trusting, learning situation--a great
place to be in today's high-speed, short-attention-span, what's-next? marketing
environment.
Sincerely,
Barbara
* Good on your next project of $150 or more
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Barbara Payne
Business website: ReallyGoodFreelanceWriter.com |
