Social media maybe the hot way to promote your business today. But there’s another strategy that works well, particularly in the B2B market: writing white papers.
A white paper is a 6-8 page “special report” that is written to promote your business. However, unlike a brochure, a white paper doesn’t come right out and talk about the company and its products/services. Instead, a white paper focuses on a problem facing a certain industry, and then provides a solution to that problem. The business promoting the white paper doesn’t get mentioned until the very end of the report.
Crafting a white paper enables you to establish your business as a leader among your competition, especially when you introduce a new idea, concept or solution that shows off your expertise.
White papers are also a great way to help you grow an email list for longer term lead nurturing, by offering the report as an incentive for submitting an email address. Noted B2B copywriter, Bob Bly, suggests putting a “price tag” on your report to enhance its perceived value to a potential client, and boost your conversion rate. For example, you can say, “This special report is yours – free – ($29 retail value) when you submit your email address.”
Another useful feature of white papers is their ability to persuade prospects to buy through education. A white paper that provides evidence and statistics about how to solve a certain problem can go a long way towards building a rapport with your target audience, allowing you to sell them without the typical resisitance that comes from a more direct marketing effort.
Finally, a well-researched white paper that can solve a prospect’s problem can often make the prospect feel obligated to do business with you. If the white paper impresses the prospect enough to feel he can trust you, then you’re well on your way to making a sale.
In another post, I’ll share with you how to avoid some common mistakes people make when writing white papers.
If you’re interested in producing a white paper for your business, hire a professional copywriter to do the work for you. I’d be happy to help you out. Visit www.gloriarand.com for more information about my copywriting services.