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09.03.08 How Much Is Your White Paper Worth?  By Michael Stelzner We all know that white papers are free documents, often used for lead generation purposes. However, should we call them a report and place a dollar value on them to help improve their perceived value? That is precisely what my friend and white paper peer Bob Bly recently suggested. Here's what he actually said: In the June 2008 edition of Target Marketing, Bob Bly wrote: Does what you call your bait piece really matter? I think it does, because calling it a report or guide creates a perception of greater value-after all, thousands of publishers actually sell special reports and booklets for prices ranging from $3 to $40 or more.
I often put a dollar price for the guide or report in the upper right corner of the front cover, which strengthens the perception that the freebie has value; I don't think this would be credible on a document labeled a white paper.
I'm wondering what you think about this? Do you think for a business audience this would work or make sense? 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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