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
The first step in writing effective white papers isn’t thinking about what you want to say. It’s thinking about what your audience needs to know. Your audience lacks your knowledge Too many companies start creating white papers by focusing on what they think is important and what they feel the world should know. The problem … Read more
With so many new technologies in our lives, it’s no surprise many folks are becoming overwhelmed. The sheer volume of information is pushing a growing number of people into overload, and even when we know something will provide a benefit to us, we groan at the thought of having to learn yet another new thing. … Read more
White papers work better than advertising when it comes to trying to convince customers and prospects to take action. That advantage is their perception of the trustworthiness of the material. Like you, your customers and prospects are hungry for good information, but they’re also busy. On top of that, like most consumers (and even the … Read more
When it comes to marketing, one of the most common mistakes I’ve seen companies make is basing their decisions and efforts on whatever troubles them most. It may be an aspect of their product or service about which they’re particularly sensitive. Could be a perceived flaw they worry the competition will exploit. It can even … Read more
Using white papers in your newsletter can provide a powerful partnership. If you regularly send an email newsletter or other promotional emails to customers and prospects, you can use them as a way to call attention to your white paper. Mention white papers in your newsletter For example, if you publish a regular email newsletter, … Read more