White papers are created by a wide range of individuals and entities—from entrepreneurs and consultants to large companies. Here’s a brief overview to help you determine if a white paper is a good fit for you:
Are you attempting to educate your prospects about an industry-wide or even a global problem that you are reasonably sure they care about?
Is your solution not only well differentiated but superior in the market?
Is your audience comprised of readers who are receptive to white papers, such as CEOS and other senior-level decision makers?
If you answered “yes” to each of these questions, there is a good chance that creating a white paper will be valued by your target market. One reason why white papers continue to be popular, especially with executive-level decision makers, is that they typically engage readers in a logical progression of points, beginning by presenting a problem and concluding with a solution that is presented in a convincing and yet often an understated way. Because of this, white paper readers feel less like they are being “sold” and more like participants in an instructive buying process. For these reasons, many readers including executives and senior-level decision makers have been drawn to the relatively low-hype, more objective approach of a white paper.
Once created, you can use your white paper in a variety of ways, such as reinforcing key junctures in your sales cycle with certain prospects who have been wavering or showing lukewarm interest and may need additional information before making a commitment. In addition, you can introduce white papers in a press release to increase your position as a thought leader with the media. In short, a white paper can be a key addition to your marketing arsenal and it can also increase your access and stature with C-suite decision makers.
If you are interested in learning more about creating a white paper and what it can mean for your marketing, please call me at 715-570-2749 for a complimentary, no-obligation initial consultation.