Before beginning white paper design, you need to consider their role. Often, companies and graphic designers try to make them fancy and colorful, but that can be counterproductive, as it makes them appear to be advertising materials. What is a white paper? A white paper is a serious, non-promotional document, and the most effective white … Read more
White papers work well in today’s business environment because everyone is struggling to do more in less time. Like you, your customers and prospects are hungry for good information, but they’re also busy. Because their time is limited, they appreciate practical guidance that’s focused on their specific needs. Most are suspicious of advertising or other obviously sales-focused … Read more
The familiar adage “you get what you pay for” definitely applies to white paper writers. Search the internet, and you’ll find outsourced writing services that promise to develop white papers and other materials in less time for a fraction of what other professionals charge. Many of these services accomplish that by outsourcing the writing to … Read more
Both amateur and professional marketers make a fatal mistake far too frequently. What mistake? Forgetting the call to action in the materials and messages they develop. What is a call to action? In simple terms, it’s the instruction you give to the reader or viewer about the next step you want them to take. “Call … Read more
Smart non-profits use white papers for several reasons. While white papers are commonly used in the business world, they can also serve as powerful tools for non-profit organizations. Investing the time to develop white papers, can provide a long list of benefits. Non-profits use white papers to define their purpose. Because they’re short, mission and … Read more
The successful engineer had a nagging problem that haunted him during his commute, when he was in the shower, and every time his black lab woke him at 3:00 a.m. for a quick trip outside. The problem was never far from his thoughts. It involved a process. He knew that process could be improved and … Read more
If your company and its products or services are at the forefront of your market or industries, you may actually be at a disadvantage that educational white papers can solve. That’s because prospects are less likely to choose something they don’t fully understand. The advantages and superiority of your new approach may be obvious to … Read more
If your company isn’t performing as well as it should, the answer may be closer than you realize. Your customers may be able to help you figure out what you’re doing well and what you need to improve. Richard Whiteley’s excellent book, The Customer-Driven Company, explores companies that regularly pursue input from customers and build … Read more
White papers and blogs are natural counterparts, and blogging presents several ways to increase awareness of your white paper. A well-organized white paper can become the source of several posts for your company’s blog, each of which can mention the white paper and include a link for downloading it. You can develop a post that … Read more
I’ve long recognized many of the companies with the best information do the worst job of presenting it. It’s clear they have the expertise, but the wrong people are responsible for sharing that knowledge. It’s not really the fault of those individuals. Each of us has specific skills and knowledge areas. But while someone in … Read more