Having Trouble Keeping Your Prospects and Customers
By Tom McNamara
You've got a problem: You're launching a new product or service in a few months
and you'd like to stoke the prospect fires to see what kind of leads you
can generate. Or maybe you're trying to educate your existing customers about
technology or trend that will impact their business
in the near future. What's the answer? A White Paper.
What is a White Paper?
White Papers are essay-style documents that explain or analyze an issue, technology
or market trend. In addition to educating your customers and prospects, they
can foster a better understanding of the strategies and developments
at your company. The style and tone should be educational, objective and non-promotional.
What Kind of White Paper?
You can design different types of White Papers for different purposes. For
example, a ‘Technology Briefing’ explains new or underlying technologies.
Whereas, a ‘Planning Guide’ presents guidelines and best practices
for preparing for a future industry change or implementing a new technology.
The list of possibilities is endless.
Who is the Best Target for a White Paper?
The target audience for your White Paper can be anyone who needs to better
understand a technology, application or strategy, or who is trying to make
a more informed decision about a product or technology investment. These people
can include prospects at all levels in your sales funnel, existing customers,
industry analysts, media or in the case of a pubic company, your investors.
Pinpoint Your Target
But don’t make the mistake of trying to speak to all these audiences
at once. Each person has their own objective and you need to frame your White
Paper around their specific challenges. If you try a shotgun approach, you’ll
miss your target completely.
Why White Papers Work
White papers work because they nurture your prospects rather than sell
to them. This builds trust and you gain
So, what are you waiting for?
Turn your prospects and customers on and get your White Paper project going
Need to Kick Start Your Next White Paper?
To discuss how we can help, either through writing, editing or reviewing
your next White Paper, email us today at firstname.lastname@example.org
or call 250-896-5936. Visit http://www.mcnamaracommunications.com for
more useful marketing communications articles, tips and best practices.
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