5 Reasons People Like Technology White Papers
A 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 the 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 the product is for them, or if they even need the technology at all. They'll also be resistant to new and innovative technologies. Well-written, benefit-laden white papers will qualify your product to the reader, and qualify the reader to you at the next stage in the sales cycle.
Reason #2. White papers build a bridge between the prospect and your organization's salespeople. When the salesperson does call, it's not out of the 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 the customer has more questions and is interested in moving forward.
Reason #3. White papers are simple to host on the 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 the paper. Many companies take this opportunity to capture reader information, including if the 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, the journalist is far more likely to speak well of you and your product. (This, of course, is the essence of media relations.)
Reason #5. And speaking of journalists, what do they do when they pick up or receive expensive press kits? They throw them away, but they do keep valuable information like booklets and white papers. As a senior editor and editor-in-chief for data storage magazines, I can't tell you how many beautiful and pricey press kits I picked up, then threw away. What did I keep? White papers. Who did I think of when I was writing a story on that technology? The company that wrote the white paper.
The CLEAR Process
All white papers need to combine good writing, good structure, and clear technical explanations -- high level or not, depending on purpose and audience -- and case studies. The process is CLEAR:
People like technology white papers if the paper is clear, useful, readable and available. Make sure your white papers fit the bill with the CLEAR process, or call a professional white paper writer for your next project.
About The Author
Christine Taylor is president of Keyword Writing, which helps marketing and PR pros leverage their relationships with technology clients. E-mail her at email@example.com, call her at 760-249-6071, or check out Keyword's Website at www.keywordwriting.com.
The Writers Angst
What is this annoying, insidious angst that permeates my psyche? In all other regards, I'm a moderately confident guy. I'm secure in my abilities to be a good father, husband, employee, friend, gardener, etc. And, heck! Lots of folks tell me I'm a good writer. I'm passionate about my writing. I consumed by my stories. I can't stop, can't envision life without it.
Screenwriting ? The Value of Structure
Structure in the form of frameworks, work processes and goals enhances creative output:
Five EASY Ways to Improve Your Business Writing
Have you ever wondered why some people can make millions writing books, and others (maybe you) can't even complete a simple business letter worth reading? Sure, natural talent probably accounts for some of their writing success. But really the best-selling authors achieved that level of success by devoting serious time and effort to perfecting their craft. Plus, they love to write.
Top 10 Common English Goofs by Web Authors
In reviewing and browsing web sites over the years, I have compiled a list of the most common misuses of English by web authors. Here they are in Letterman (reverse) order.
How You Can Take Advantage of the Increasing Demand for Freelance Online Writers
The freelance writing market is a growing market to be in. There are many jobs available, but sometimes, it can be hard to find the work that you want, and available at the time you want it to be. All opportunities will help you to develop a career in the field in which you want to, though.
Understanding The First Rule Of Writing ? Before You Start The Great American Book
Chaos and confusion come when established rules and procedures are not followed. Even mixing and matching systems to favor one's own position can cause a great deal of consternation. In writing a book, the first rule is to know and understand why you want to write in the first place.
Apostrophe Usage Made Simple
According to one of my previous articles, whenever a Southernersays "Y'all watch this," get out of the way because those areprobably the last words he will ever say.
Plotting By Personality - Work With Your Natural Instincts
What's the best way to plot?
Celebrating Writing and Life
Every morning I excitedly get out of bed. Just a few minutes of goals and visions for the day swirl in my head. No lingering for me, no alarm, no wishful notes too. Just me in my night gown with no hat.
Names are important. Names give clues about us, where we live, who we are. In some cases they can even tell what we do! There is a certain ring about George W. Bush, you just know he's American! You can almost feel the Texan, and taste the oil
All writers should use a plan whether written or reflected. This includes the initial idea, the content or main points, and the conclusion whether it is an article, a short story, a chapter, or a complete novel.
Zany Ideas That Increase Writing Productivity And Quality
Welcome to the zany ideas of a productive writer. My students keep reminding me of my unusual tools and how helpful they have been for them. I also thank my students for their concept testing and refinement. Now, I feel much more confidant about sending them out into the world.
8 Great Journaling Tips
Mix a martini, don't forget the olives, or pour yourself atea, relax and enjoy!
Become an Instant Author by Playing Well with Others
You wrote a tips booklet. Maybe more than one. Oh wait, are you one of the people who still hasn't done one yet? Not to worry. This is not leading up to any kind of guilt trip for you. This article is going in a completely different direction. Stay with me on this.
Pairs/Groups Of Words Often Confused - Part 4 of 6
Seven Suggestions To Develop a Superb Writing Style
Every writer eventually develops her own unique style of writing. As you struggle to create your own voice, while focusing on the required standards, you may want to consider the following tips for improving your style and establishing a professional formula for success.
3 Quick and Easy Ways to Generate Story Ideas
There are many ways you can generate ideas you can use for your stories, articles and other creative pieces. Start with the three ways given below:
Bird by Bird
It's easy to feel overwhelmed by marketing. First, there's so much to learn: What works? What's a waste of your time? Where should you invest your energy and money?
Generating Nonfiction Book Titles Without a Hassle
The process of developing a working title for your nonfiction book can be a hassle sometimes. You first have to brainstorm a few titles, and if the results aren't to your liking, you are practically forced to brainstorm more possible titles --- or do you?
Writing Made Them Rich #2: Charles Dickens
Charles Dickens was born in Portsea, England, in1812. His father was a clerk in the Navy Pay Office,stationed at Portsmouth. Although his job was wellpaid, his father had a weakness for spending money andspent much of his life in chronic bankruptcy.
|© Athifea Distribution LLC - 2013|