Why White Papers Can be an Effective Marketing Tool
White Papers used to be found primarily in the world of technology, where a new process or product needed to be explained to end-users and the applicability to the end-users need(s). Today, white papers are increasing found in mainstream marketing to explain and illustrate why a particular process, product or even service may be valuable to the target audience.
In brief, a white paper is a combination of a sales brochure and an article. Its purpose is to explain the subject and the subject’s benefits to the reader, but also to identify with the reader’s potential problems or concerns and then quietly guide the reader persuasively to the conclusion that the process, product or service of the white paper sponsor is the perfect solution for the reader’s needs. In sales parlance, it is the “soft sell”, but the important aspect is the notion of identifying with the target audience’s needs and then suggesting a solution to them, with persuasive and logical reasons why they should choose your business for these solutions rather than others. In fully explaining the subject, the reader’s potential problems or needs and why your solution can solve their problem, you’ve potentially distanced yourself from the competition, especially if their marketing methods are merely brochures with features without understanding the nuances of the customer’s needs.
I will have more to say on this subject later in a downloadable article about white papers. Check back to this website periodically or better yet, sign up for our monthly newsletter! As always, if you have questions or would like to discuss how good copywriting can improve your marketing efforts, feel free to give me a call or send an email. Thanks for taking the time to read this blog.
Kevin