White papers: a great way to make your marketing points

How do you find information online? I do keyword searches, then quickly scan the results for websites that appear to have what I want. And I’m absolutely delighted when a site offers me a chance to receive more information in the form of a free special report, fact sheet, briefing—or white paper.

The term “white paper” doesn’t sound particularly sexy but the concept is tremendous. If you understand white papers, how to put them together and then how to distribute them, you’ll have an incredibly powerful and affordable marketing tool at your disposal.

Want to find out more? Start with Writing White Papers: How to Capture Readers and Keep Them Engaged by Michael A. Stelzner.

If you’re thinking that most white papers are boring and never read, you’re right. And that’s the key: Make your white paper interesting, informative, and useful, and it will not only get read, it will attract customers and help you close sales.

A key theory behind the book states that if you provide readers something of value, they will return the favor with their loyalty, and ultimately their business. Writing White Papers covers every angle. Topics include useful outlines, interviewing techniques, how to craft compelling titles, writing the first page, and all the core elements of a white paper from market drivers to the "call to action."

Stelzner knows white papers like no one else. He's written for big names such as Microsoft, FedEx and Motorola. And he’s highly recommended by one of the most successful and respected copywriters in the world: Robert W. Bly.

Even if you’re not a writer, Writing White Papers can show you the fundamentals of how to use white papers and put them together. With this information, you’re in a great position to hire a writer to get your papers written because you’ll be able to communicate what you want and you’ll know what the writer needs in the way of information and support.

Put white papers to work for your company. Click here to view a sample chapter and order your copy of Writing White Papers. Click here to visit Stelzner’s blog on white papers for even more great ideas.

Jacquelyn Lynn