White Papers - A Must-Have Marketing Tool
White papers are the sleeping giants of marketing tools. This is great news for businesses who haven’t discovered them yet, because “[r]esearch indicates that IT executives examine an average of 30 white papers each year, that nearly 90% of executives find [them] helpful or extremely helpful and more than half claim white papers influence their buying decisions.” That’s according to Bitpipe online, February 2004.
What is a white paper?
A white paper is essentially a hybrid of a magazine article and a brochure. Its job is to educate first, then sell; it convinces readers they have a problem or need, then offers the company’s product or service as the solution. They are effective in getting attention because their salesmanship is subtle. White papers position the company in a place of authority, trustworthiness, and expertise; they’re a “soft sell,” powerful for generating leads.
What do you do with a white paper?
White papers are always given away free, and are usually distributed electronically. Post them on your website; distribute them by e-mail; syndicate them online. Bitpipe is perhaps the best-known white paper source, although there are others. People searching for information on your topic find them on these sites, read them, print them out, keep them, share them, and refer to them repeatedly.
How will white papers benefit your business?
As compared to a brochure or other marketing piece, a white paper enjoys a long shelf life. People keep them for their useful information and often come back to make a purchase up to a year later. They also can be reworked into trade publication articles and other pieces. For a company wanting to establish itself as a standout in its field, white papers are an excellent investment.
The bottom line on white papers…
If you’re a business executive looking for a copywriter to write white papers, congratulations on a smart move. Your support will contribute to a stronger finished product. With the right amount of input and feedback from you, he or she can create an effective marketing piece with a wide reach, a long shelf life, and the power to make huge profits for you.
Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a special interest in the health, pets, specialty foods, and inspirational/motivational/self-help niches. She has a degree in biology, has worked in a variety of fields including pharmaceuticals and teaching, and has volunteered for many causes including special-needs kids and literacy. When she’s not writing, she enjoys reading, art, music, outdoor exercise, and all things Celtic and Renaissance.
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