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How to Write and Market a White Paper Eguide
Rain Group, Aug 2007, Pages: 106
Write a White Paper that Gets Read by Your Prospects and Generates Leads for Your Services
White papers are one of the most effective offers used by professional services firms to generate new leads for their services. A well-written white paper allows you to demonstrate your expertise in a way that provides value to your prospects. It argues your point of view, addresses challenges your prospects face, and gives tips and solutions. Reading a white paper that contains valuable information such as this fuels interest and desire. Interest and desire in turn, lead to sales.
But writing the white paper is only half the story. Not only must you produce a well-written paper; you must also get it into the hands of decision makers.
How To Write and Market A White Paper contains best practices, samples, templates, and tips you can use when writing and marketing your white paper, including:
- Writing your white paper: A simple, 6-stage process to follow when writing your white paper, plus common pitfalls to avoid.
- Getting your white paper into the hands of your prospects: Dos and don'ts for 8 marketing tactics that work for white papers.
- Planning your white paper strategy: What you need to think about when you add a white paper to your marketing mix.
- Syndicating your white paper: 7 questions to ask a syndication vendor before you sign the contract.
- Titling your white paper: Tips for creating a winning title that stands out from the crowd.
- Packaging your white paper: How to integrate graphics and visuals to make your white paper come alive.
- Creating a landing page: Best practices for adding your white paper to your website and collecting registration information.
- Converting readers to leads: Tips for collecting prospects' information at the download, including a call to action in the white paper, and following up to convert readers into leads.
The guide also includes four annotated white papers that demonstrate and bring to life the ''dos'' referenced throughout the tool.
In this guide you will receive expert advice from Mike Schultz, President of RAIN Group and Publisher of RainToday.com; Erica Stritch, General Manager of RainToday.com; and Evan Zall, President of Telos Communications.
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