Four White Paper Lead Generation Tips

By Doug Caverly
Staff Writer
Article Date: 2010-09-14

White paper enthusiasts who are looking to improve the rate at which they attract new customers may want to pay close attention. A pair of experts recently weighed in with two tips each regarding how best to generate leads.

Ambal Balakrishnan spoke to both Jonathan Kantor and Stephanie Tilton, and Kantor started by suggesting that white paper writers focus most on the executive summary. This short synopsis will be the first thing people see, after all, and will help them decide whether they're interested in reading on for further details.

Then the other thing Kantor thinks deserves some attention is the white paper's overall design and format. He reasoned, "[V]isual elements play a major role in engaging readers. Favorable first impressions are created with a professional front cover design as compared to an all-text white paper. Other visual elements include sidebar callouts/pull quotes, shaded text boxes, bullets, and comparison tables."

As for Tilton's advice, she believes relevance is key. She said, "Unfortunately, many white papers are written as all-purpose pieces for a broad audience, covering too much territory and failing to make a connection. And some papers that seem to be aimed at those just starting to explore their options close by trying to make the sale."

At the same time, though, Tilton maintains that every white paper should end with some sort of call to action to make sure the potential user or buyer moves closer to becoming a customer.

Good luck employing these tips and attracting new clients.

About the Author:
Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.