5 Reasons People Like Technology White Papers by Christine Taylor, President of Keyword WritingA good white paper is a paper that makes you look good.
You look good when your white paper makes sense, when it’s readable, when it concentrates on benefits and examples, and when it’s easy to get. Here’s why:
Reason #1. Many people would rather die than talk to a sales representative right off
bat, but they will read a white paper. When people start researching a product, they are not prepared to talk to a salesperson. They have no idea if
product is for them, or if they even need
technology at all. They’ll also be resistant to new and innovative technologies. Well-written, benefit-laden white papers will qualify your product to
reader, and qualify
reader to you at
next stage in
sales cycle.
Reason #2. White papers build a bridge between
prospect and your organization’s salespeople. When
salesperson does call, it’s not out of
blue. If a user has downloaded a white paper, there is an established connection between user interest and your company. The call can even be welcome if
customer has more questions and is interested in moving forward.
Reason #3. White papers are simple to host on
Web, where people can easily download and read them. In addition to your own company Website, there are numerous sites that host white papers and make it easy for prospects to download
paper. Many companies take this opportunity to capture reader information, including if
reader wants to be contacted. If they do request contact, for heaven’s sake contact them! They are coming highly qualified.
Reason #4. You’re not just reaching prospective customers with white papers, you’re also reaching journalists. Or you should be. This is why you should always include a solid technical section in a white paper: journalists doesn’t want to download a white paper and find a brochure, it makes them cranky. But if you deliver a valuable white paper,
journalist is far more likely to speak well of you and your product. (This, of course, is
essence of media relations.)