Luring Prospects With White Papers
by Michael Stelzner, Writing White Papers blog, guest author
Finding new business is hard work!
If you want to persuade, white papers are the hot new marketing trend.
Different than the brochure or ad, the white paper is used to plant seeds among prospects early in the buying cycle (think first-time home buyer finds helpful resource guide).
Research by KnowledgeStorm shows that white papers are the most effective form of lead generation – even better than free trials and webinars!
If well written, the white paper provides valuable information to prospects who are searching for guidance. That information has magnetic value to the right readers, creating a steady stream of opportunity.
By giving away some important insight, you establish trust with readers. Trust is the first step toward building a relationship, and ultimately asking for the sale.
This article is the third in a five-part series on the advantages of white papers. The next article will examine how white papers can persuade others.
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.
To learn more about writing white papers and Michael, go here.