White PapersPosted on April 23, 2012 at 8:29 am
The key to writing a successful white paper is knowing it is not about features, but benefits. Begin by identifying the outcome or positive influence your customer gains from using your product or service.
Always surround the benefit with context. In what areas, situations or venues does the benefit have meaning? Why does it matter?
Place the benefit and context within your readers’ interests. Your audience will only read if your white paper addresses their concerns, and the more urgent the better. While you’re at it, please do not mention the product or service behind the message, i.e. your company, in the body of the piece. Your goal is to build a connection between the information your readers need and your company or brand.
Anything that smacks of promotion will break that bond. An artfully written white paper or ebook will automatically point to the unique virtues of your organization, without ever mentioning your product name(s).
To encourage a relationship, include a call to action such as a demo, or webinar invitation in the accompanying email or in the signature that draws readers a step closer to your company. To learn more, call 952-828-6844 today for a free 15-minute white paper consult.