Marketing with white papers as a part of your marketing strategy can create very quick and appealing results. You are able to share your knowledge of your product with your customers and potential customers, and they will be able to use your whitepaper in a much more realistic way than your other less substantial marketing materials.
However, to be able to achieve the maximum possible success with your whitepaper efforts, you will need to make sure that your whitepaper is well written, and appealing to read. There are three very important things that you need to remember to ensure that you arrive with a great whitepaper:
• Whitepapers will require you to invest a good deal of time for research, writing, and reviewing.
• Whitepapers work best when they contain unique information, or details about a one-of-a-kind product that your clients wouldn’t otherwise have.
• Writing whitepapers isn’t for everyone.
Though it may be your inclination to try to “save money” by writing a whitepaper yourself, or by delegating it to someone else on your team, this may not be the wisest choice for the final result. Whitepapers are, after all, documents that are written very strategically and precisely, and shouldn’t be done by those without a knowledge and talent for writing in that style. While you may be able to contribute to the technical content of the document, the actual organization and writing of it should be left up to someone who knows what they’re doing.
If you are somebody who can write, then there are certain things that you should remember for writing a whitepaper. After all, they’re not the same as writing web content, articles, or essays. You need to write with objective information in mind, and credibility as your goal to ensure that the whitepaper is appealing enough for the readers, and maintains its relevancy over time.
Whitepapers are best designed when they are written in order to educate and attract. To do so, use the following tips:
• Keep your content limited only to the facts, and keep those facts concise. Use a comfortable writing style, and utilize bulleted lists when appropriate.
• Spread the word. Once you have your whitepaper written, make sure that it gets out there in front of the people who will want to read it. This involves writing at least two different press releases with different angles that will be distributed among the different media reps.
• Cover everything there is to be said. Use the five W’s by answering their questions: who, what, when, where, and why.
• Make sure that everything said is relevant. Whitepapers aren’t the time for fluff. Go over the whitepaper and ensure that it is simple, straightforward, doesn’t overuse jargon or technical terminology, nor should it have too much flowery or poetic wording.
• Make it interesting. Though whitepapers aren’t meant to be the latest thriller novel, this doesn’t mean that they need to be dry as a desert either. Try to keep the information upbeat, motivated, and laid out for proper flow. Don’t use huge blocks of text. Break them up into smaller paragraphs and utilize bullets to space things out and keep the eye moving.
• Make sure that everything you say is in context. Provide the history, analysis, and trends that is necessary for a proper education using your whitepaper.
Finally, make sure that you review, revise, and revisit your whitepaper a day or two later. Once you’re done writing the whitepaper, save it, and put it away at least overnight, but more preferably for a weekend, when you won’t think about it at all. Then, go back to it, and you’ll find that you have an entirely new perspective for polishing it and creating the best possible whitepaper for your marketing strategy.
Robert Moment is an innovative small business coach and author of Invisible Profits: The Power of Exceptional Customer Service. Robert specializes in teaching small business owners how to actionable ideas and strategies that generate profitable results. Visit http://www.smallbusinessmarketingideasstrategies.com and sign-up for the FREE Small Business Marketing 5 day e-course.
How to Write White Papers for Credibility and Profits - To learn more about this author, visit Robert Moment's Website.
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Robert Moment
(Visit Robert's Website)
Robert Moment is a sought-after innovative
small business and marketing coach and the
author of Invisible Profits: The Power of
Exceptional Customer Service and It Only
Takes a Moment to Score. Here’s what
Millionaire business mastermind,
bestselling author , speaker and
consultant Brian Tracy(www.briantracy
.com) said about Robert’s book , It
Only Takes a Moment to Score , “Your
ability to quickly build trust and rapport
with customers is the key to your success
, and the SCORE (Sincerity, Commitment,
Openness , Reliability, Execution) System
shows you how to do it quickly”.
Robert Moment was one of the leading small
business experts chosen to write a chapter
in the bestselling book , Streetwise Small
Business Book of List by author Gene
Marks. Robert has interviewed on
Entrepreneur Magazine Radio a number of
times and other radio shows .
As a small business and marketing coach,
speaker and author, Mr. Moment’s greatest
actual talent is seeing hidden
possibilities overlooked assets and
underperforming activities and resources –
which no one else recognizes.
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