Why Aren’t My White Papers Working?
Why Aren’t my White Papers Working? Network White Papers
White Papers have a great reputation for really working – for getting more leads, closing more sales and helping companies reach positions of thought leadership in their industry.
And yet… many companies have this complaint:
We’ve written a great White Paper. We’ve posted it on our website – and there has been VERY LITTLE RESPONSE.
Like the tree falling in the forest, if no one hears about the White Paper, does it really exist? Well, sure, it’s there, but if it doesn’t have an effect, if it’s not noticed, does it really matter?
In order for your White Paper to matter it has to be heard, read, it has to make an impact. Posting White Papers alone is clearly not enough.
This report presents ways to market White Papers more effectively so they can truly be heard falling into the hands of prospects, decision makers and buyers – So you can hear a resounding YES to your product or solution.
80% of Companies Make the Same Mistake
According to leading B2B copywriter Steve Slaunwhite, nearly 80% of companies make this very same mistake. They post their White Paper to their website and wait. And wait some more.
Why? It boils down to inexperience. While brochures have been around for centuries, White Papers as marketing tools are a relatively recent phenomenon. And while it is clear that they work, companies simply are not aware of the means to get them to do so.
White Paper specialist Michael Stelzner presents a similar argument. In his book, Writing White Papers, he describes the “post and hope” fallacy. Companies spend a lot of money and effort to put out a terrific White Paper only to post it their website and wait – “if you post it they will come.” Companies are inevitably disappointed in the results, often questioning the efficacy of their choice of White Papers as a tool.
Blame the Messenger, not the Message
In situations like this, it’s not the message, but the messenger that’s the problem. White Papers are uniquely effective – they slip under the “don’t try to sell me” radar. They convince in a non-threatening way. And they have a great track record of closing deals.>
But they have to be seen to be effective. When they are not seen, it’s their method of delivery that must be further examined.
Make a White Paper Marketing Plan
White Papers are extremely valuable marketing tools. Your mission is to get them seen as much as possible, to get them passed around. And once they get into peoples’ hands, they will work very strongly and effectively for you.
Considering how valuable a tool they are, it is more than worthwhile to make a Marketing Plan for getting them seen. This plan does not have to be overly complicated or expensive. What it should be, though, is varied and far-reaching. Don’t just post it – use the different means at your disposal to expose your White Paper as much as possible. Get it seen. And when it is seen, it will certainly be heard.
Suggested Marketing Plan Components
Steve Slaunwhite provides several suggestions for steps companies can take to market their White Papers. These steps can be taken in part or in whole – based on what works for the individual company. The important thing is to plan ahead with numerous components, to utilize a varied comprehensive plan.
Price Tag Promotion
White Papers need to be promoted and sold as items of strong value. Giving them away for free lowers customer perception of the actual worth of the White Paper.
This doesn’t mean you need to charge customers. Rather, they should be promoted and “sold” as if they had a price tag. To that effect:
* Put an icon on the front page indicating the newly available White Paper
* Build a separate landing page devoted to the White Paper
* Use compelling sales copy on the landing page
* Use contact information as the “sales price” for the White Paper download and start that first step of having your White Paper get customers in the sales funnel
Sheldon Gladstein specializes in writing White Papers that are clear, interesting and above all, highly effective. He has years of experience explaining technical solutions in concise, easy-to-read material. He combines this with being able to get the customer to nod his head and say – this is exactly what I need. To learn more visit http://www.WhitePapersThatWork.com
Fetch useful tips about the topic of Video On Twitter – please make sure to go through the page. The time has come when proper information is truly at your fingertips, use this chance.