White Paper Revolution…

Earlier this week I attended a webinar on white papers. It was hosted by two very amazing and successful copywriters, Bob Bly (the grand poobah of copywriting, author of The Copywriter’s Handbook) and Mike Stelzner (the godfather of white papers, author of Writing White Papers) and full of very useful information.

As a copywriter, I’m very excited about the white paper. It’s what Mike calls a ‘cross between an article and a brochure.’ It’s a report or article written in somewhat persuasive language that either highlights a new idea, solves a problem, or educates the reader with a soft-sell at the end.

According to Eccolo Media, research shows that 77% of business decision makers read white papers in 2009, up from 68% in 2008. That’s a very impressive number. Additionally, a staggering 84%of business decision-makers ‘find white papers either moderately or extremely influential in their purchasing decisions.’ source: Webinar – 5 Ways to Grow Your Business with White Papers and the 3 Mistakes You Must Avoid (Mike Stelzner, Bob Bly)

White papers, also known as free reports, guides, e-books, etc. offer something of value to the customer. Offering a free report, one with valuable content that appeals to the reader, is a great way to capture a customer’s information and continue the marketing process. If your white paper is strong enough, i.e. has value for the reader, that reader will be more likely to become your customer. You will establish credibility and rapport instantly, making it easier to sell them on your business.

White papers are the new way to market your business. Consumers have become savvy and don’t want the hard-sell. If you can establish yourself as an expert, as an educator, as a business who cares about the well-being of its customers, you can capture more of the market. Humans, by nature, are self-centered and self-driven. Tap into that basic trait and you can create more business than you can ever handle.

P.S. Go visit these sites for more in-depth info on white papers:

http://www.whitepapersource.com

http://www.writingwhitepapers.com

http://www.bly.com/new/index.html

Until next time…

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Published in: on January 23, 2010 at 10:11 am  Leave a Comment  

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