By Michael Stelzner, Writing White Papers blog, guest author
Trying to get everyone to beat your drum? Love the sound of others singing your praise? Word of mouth still reigns.
A good white paper is like the Energizer Bunny. It keeps going places you never imagined.
People like valuable information AND can easily forward it (especially packaged as a white paper).
White papers should present some of your best value in an easy-to-digest package. It should be a free taste of what you have to offer the world (think sample Cinnabon roll).
The carefully crafted white paper sings – mesmerizing its readers and encouraging an encore.
For example, VistaPrint (the inexpensive online business card company), decided to prepare a white paper called "Marketing Your Business on a Shoestring Budget: A Practical Guide to Success."
The paper provided actionable tips (using VistaPrint’s inexpensive products, of course).
In only 90 days, more than 5000 small business owners registered for the paper, a smash hit!
This article is the second in a five-part series on the advantages of white papers. The next article will examine how white papers can be used to generate business leads.
Michael Stelzner is the author of the bestselling book Writing White Papers and has written more than 100 white papers for recognized companies, including Microsoft, FedEx, Motorola, Monster, HP and SAP.
Read more about Michael and his work here: Writing White Papers.