Some experts just know how to deliver a quality seminar. Michael Stelzner gets a standing ovation for his live event in San Diego yesterday. He really knows white papers, and hardly stopped for air. He delivered non-stop, valuable information interspersed with exercises and still had plenty of time for audience questions.
I have to admit I don’t always like going to live seminars, especially the ones with loud rock music and excessive group activities. I’m there to learn, not to chit-chat…and I love rock, just not in a seminar setting. Michael used classical music. And the food was delicious too.
Many of the participants were writers and eager to learn. And for good reason. Some are charged with writing their company’s white papers. Others, freelancers, were eager to become proficient because white paper writers earn high fees.
A white paper can cost from $1000 to $6000, depending on the experience of the writer…(a good reason to gain experience, I’d say.) I’m working on our 2nd white paper now and can hardly wait to "bill" Denise $6000! (Well, since it’s our 2nd one…)
During the event, we wrote an outline for a white paper of our own. I did one for Customized Newsletter Services, and just need to fill in the important parts. Here’s Michael’s suggested outline for
a business benefits-oriented white paper:
Introduction: what is the problem and the general solution in the first few paragraphs
Market Drivers: what is driving the market toward our solution
Problems: identify the top 3 to 5 issues related to the problem
Generic Solutions: Introduce the solution in a generic way (no mention of brands here)
=> Define: clearly define the solution
=> Benefits: Explain how it overcomes the problems listed earlier
=> What to Look For: list top 10 considerations when looking for a
Specific Solution: Discuss the specific advantages of your product, service or solution
Call to Action: Provide a logical next step and include company contact information
When you think about this outline, it could also work for an advertorial, article or other persuasive copy. What do you think?