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Many companies are facing the dilemma of needing to increase sales while staying within a tight marketing budget. Every dollar spent on marketing must count. Potential clients are inundated weekly with direct mail and other forms of advertising. Especially in business-to-business marketing, it is essential that marketing materials not only reach the decision makers, but are actually read by them. White papers are rapidly emerging as a solution to this problem. There are tremendous advantages of having a quality white paper (or series of them) to distribute to potential customers because white papers: · Offer something of value to customers before attempting to solicit their business. · Give practical information, and introduce new solutions to problems. · Are usually read by more than one person in a company. · Are actually requested by potential customers. · Often are kept for future reference. · Produce excellent response rates. Elements of an Effective White Paper · First, a white paper must define a problem that the target audience regularly faces in their business. It can also call to the reader's attention sub-elements of the problem, or side issues they may not have thought of. It should then briefly discuss the history of how this problem or set of problems has traditionally been handled. · Then, it introduces a better solution. This section builds a solid case for this new solution to the problem, using a strong body of evidence. Third party statistics and case studies are important here. It is crucial to use generic terms when describing the solution. Your company should not be mentioned until the very end of the paper. This ensures that your white paper is not seen as just an attempt to garnish leads. · The next segment should list what to look for when choosing a company to provide this product or service. Your company, of course, should emerge as the one best able to fulfill all of the criteria listed. · Finally, contact information is provided. If the white paper has been well researched and written, some readers will have already decided to contact your company. Or they may pass it on to other decision makers. White papers that provide truly helpful information are often saved and referred to later. Either way, your white paper will have helped to establish a positive view of your company as an authority in the industry. A good writer will produce an informative and persuasive white paper by writing with the end reader in mind. A writer should be willing to research the paper thoroughly, listen to what you have to say about your potential customers, and adapt the tone of the writing accordingly. The result will be a powerful marketing tool. You can contact me to discuss a white paper for your company, or any other copywriting needs you may have. I will conduct thorough research and work closely with you to learn about your target audience, in order to produce compelling content that will help establish your company as a thought leader, and motivate your prospects to contact you. ...read more
By Cogent Copywriting and Consulting December 27, 2009
Today people oftentimes receive their news in a different way than they ever did in the past. This is because news is available almost instantaneously online. While this is great for convenience, it has unfortunately caused some challenges in the way of media management. ...read more
The media plays a very big role in today's information seeking world. With our current technology, people are able to learn what is happening in other countries by watching global new broadcasts and live streaming video. Communicating with friends is just as simple; using cell phones and computer... ...read more