By: Chris Bachman | May 18, 2017
A white paper is an informational document issued by a company to promote or highlight the features of a solution, product or service. White papers are sales and marketing documents used to entice or persuade potential customers to learn more about or purchase a particular product, service, technology or methodology. White papers are designed to be used as a marketing tool before a sale, and not as a user manual or other technical document developed to provide support to the user after making a purchase.
When used for business the White Paper can be an information piece, perhaps a Top 10 list of tips or points, or perhaps a writing offering helpful solutions to a problem. While it is perfectly acceptable to brand it with your company name and contact information it is not a brochure. And, it should not be a blatant sales piece. It should be useful, helpful and entice the viewer to want to download it.
The benefits to creating a proper White Paper are six fold.
Now that you have this great piece of information to share promote it. Instead of creating another boring ad featuring $25 Off your first service…how about “Free Guide to Everything You Must Know Before ……! AND receive $25 off your first service!” Direct them to your website to get it and now you have a lead you can follow up and nurture far into the future. That is a LOT more people than just those ready to buy right now who want $25 Off…
Every visitor to your site cost you money to get them there, in one way or another, and when they leave…chances are they won’t be back. Using a White Paper is a no brainer way to engage a potential client and, used properly, will increase leads and sales over time.