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

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I’m attending Michael Stelzner’s White Paper seminar on Mission Bay today. Wouldn’t you know it, we’re expecting rain. Here I had visions of lunch on the beach. San Diego only has a couple of days a year of rain, it’s not fair!

I’ll be working anyway. I’d like to write a new white paper to explain the benefits of Internet marketing, newsletters and blogs to executive coaches and business consultants. These professionals are our target audience for Customized Newsletter Services.

I used to do that kind of work in organizations myself, as a psychologist. I enjoy writing articles on leadership development and organizational issues, and every month I publish other people’s newsletters and ezines using my content.

I need to explain how all that works, and the advantages to having someone else do all the researching and writing.  A good way to communicate that would be to offer a white paper that people can download off the website.

Denise and I already have a white paper called The Great Internet Challenge.  Since offering it, we’ve grown our database list of prospect by 600 names. It’s a good read. Why don’t you download it now?

Want to learn more about why white papers are effective for getting leads? Listen to the teleseminar we did with Stelzner a few months ago:

http://www.whitepaperleads.com/