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07.24.08 White Paper Marketing Tips  By Michael Stelzner According to Larry Chase, "When done right, nothing pulls in qualified sales leads like a well-targeted offer for a juicy white paper." I would strongly agree. Larry recently crafted a list of white paper marketing tips. Here are a few of his better tips (with my commentary). Promote with hot buttons When advertising your white paper to your house list or in an email newsletter, keep your copy short and to the point. Use hot-button words like "Download Now" because readers typically like instant gratification. I might add that you should consider inserting a few questions or problems the reader might want solved. This will entice them to click. Repurpose and repromote your white papers Many advertisers underutilize their white papers and do not get the maximum return on their investment in them. Resend an offer for that white paper every other month to the same list. Why? Because if you're using paid placement ads in newsletters, you'll reach new subscribers who didn't see it the first time around. These new subscribers are referred to as "hotliners." Hotliners are those who've come onto a list in the past 30 days, and they tend to be very active responders. Don't think of a white paper like an ad. Rather these marketing tools can deliver qualified leads for literally years.
Consider a name change The very name white paper can be a misnomer. It conjures up images of wonky research tomes. In the Internet marketing industry that is sometimes a plus, since our business is so numbers driven. If your readers don't know the term, refer to it as a free report, a paper, a study, a guide or even an ebook. What are some of your tips? Have you applied any of Larry's suggestions with success? Come on, speak up! Comments About the Author: Visit http://www.writingwhitepapers.com/blog/ for extensive resources on crafting compelling white papers and applying creative marketing tactics. Michael A. Stelzner is the author of the new book Writing White Papers: How to Capture Readers and Keep Them Engaged and has written nearly 100 white papers for companies such as Microsoft, FedEx, Motorola, Monster and SAP. |
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an iEntry, Inc. publication -- |
