The White Paper: A Value Added Sales and Marketing Tool

If you are from a technology background, you may have heard the term "White Paper". Even other industries are using White Papers as vital tools in their overall marketing strategies. But what exactly is a White Paper, and how can your organization benefit from it?

A White Paper is essentially a conversational document that presents a problem - and then shows the reader how to solve it, typically using the organization's product or service. I know you may be thinking, "that sounds 'salesy'," but a White Paper written by a professional will not be "salesy" in the least. It will help potential clients make up their minds - and give your organization the opportunity to boost marketing. Let's take a quick look at the specific benefits a White Paper has to offer.

1. White Papers generate quality leads. Many times, an organization offers the document as a "freebie" for signing up on a mailing list or for more information. The White Paper can also be distributed to prospects as a marketing tool - and to bring those prospects closer to a decision. Because the potential client is more educated about the product or service, it is generally considered to be a highly qualified lead.
   
2. White Papers set your organization up as a "thought leader". This sounds a bit cerebral, but think about the fact that we all need something that sets us apart from our competition. Your White Paper, because it is created primarily to educate about current trends, issues, and problems, shows that your organization puts a premium on knowledge. Not only this, it shows that your organization has given thought to solving the problems your potential clients may have.
3. A White Paper is viral content. It has been estimated that 3 out of 5 technical professionals pass White Papers on to their colleagues. If your organization is not technical, be assured that White Paper readers forward these documents. In the last few years, I have read and forwarded many White Papers related to the training and development fields. Simply put, a White Paper will end up in many more hands than you originally intended.
4. Your White Paper is a sales tool. Brochures and other collateral are fantastic - and should not be abandoned for one marketing method or another. But a White Paper gives the sales team a terrific "leave-behind", because it reminds the prospect that you are a solution and not just another product or service. Your White Paper is an excellent tool in the collateral box - and is very likely to help close the sale.
   

If these values aren't enough, what are some reasons an organization might choose to use a White Paper? White Papers can be used successfully for the smaller company that competes against the big ones. Also, companies that are preparing to release or update a product or service are great candidates for White Papers. Any company that puts a big value on marketing is also a perfect White Paper user - these companies know that this document will serve to increase visibility and credibility.

A professional consultant can create a White Paper in about half the amount of time as a staff member, at about 24 hours of work as opposed to nearly 50 hours for an in-house person. You know how it is: in-house people, especially now, are juggling more jobs than ever before and being interrupted in the same volume! Your consultant gives you professional quality copy and faster production, plus he or she can manage the project and either do the design or outsource it for you.

If you're ready to generate quality leads, become a thought leader, create viral content, and give the sales team a great tool, consider a White Paper.

Visit Blue Notebook Communications today to find out how your organization can benefit from a White Paper. Why wait?