If you’re a small- to medium-sized business, with or without a marketing department, you may be wondering if your company needs a white paper.
What is a White Paper?
A white paper is a document that falls somewhere in between a glossy marketing brochure and an objective news article. It is a persuasive document that identifies a problem in the marketplace and makes the case for a specific product or service that solves that problem.
Who Needs a White Paper?
Companies that have a complex, technical or hard-to-understand product to offer can make good use of a white paper. Companies that offer simple or easy-to-understand products or services don’t need one.
For example, if you have a house-cleaning company, you don’t need a white paper. Everyone already understands what you’re offering. You still need to market your company, but a white paper isn’t the way to go.
On the other hand, if you sell a complex training software program that simulates real world conditions and helps novice electricians learn to solve problems in a safe environment, then you probably do need a white paper.
How Will a White Paper Help Me?
Businesses with a complex product can use a white paper to explain the details to prospective customers. Because a white paper is longer than a brochure or web page, you have space to explain things in greater detail. That lets serious visitors to your website learn about what your product can do for them. Done right, it will make a convincing case for buying.
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White Papers Can Generate Leads
Once your white paper is written, you can use it for lead generation. All you need to do is make it downloadable from your website after the visitor fills out a brief form giving you their name, company, and email address. Then you’ll have a quality lead for your sales staff to follow up.
What’s Involved?
When I write white papers for businesses, I meet with someone who can explain the product, give me some facts and figures, and discuss the main points they want to get across in the document. Usually this is someone in marketing, but it may also involve some input from someone on the technical side of things.
I use that information to write a 1,500 – 2,000 word piece. I generally supply just the text, but you can choose to have the paper professionally designed as well.
How Do I Get Started?
If you think a white paper would help your company’s marketing efforts, contact me for more information.