Take your company out of the current recession!

To All Company Sales and Marketing Personnel: 

   Industrial and commercial decision makers are constantly looking for solutions to problems.  From the company president seeking to stay ahead of the competition to engineers and managers looking for new ways to improve productivity.

   Solutions your company would provide with its products or services.

   Open minded as they may be, they're quickly turned off by what appears as pure sales rhetoric.  These individuals are generally over marketed.  They regularly get a slew of direct mail promotional literature and numerous soliciting phone calls.

What makes white papers special - the soft sell approach...

   What sets white papers apart from other marketing literature is that they are basically informative.  They read more like an article or a report.  Unlike direct mail sales letters or Internet landing pages, white papers are more implicitly persuasive.  They don't rely heavily on hype or "you language".  Nor do they use expressions like order, bonuses, special offer, etc.  However, like a sales letter, there is emphasis on making and proving claims of benefit.

   Details of what exactly is a white paper are in the right column of this page.

White Papers have been specially developed
for marketing to companies and business firms.

   In contrast to consumer marketing literature, where the reader is the sole buying decision maker, white papers work better where purchasing decisions are made by groups or committees.  

   The final purchase decision is made after a sales presentation by the vendor company's representative.  Therefore the white paper's purpose in generating inquiries and sales leads fits well into the overall business to business sales cycle.

Distribution of White Papers

   White papers nowadays are distributed over the internet as .pdf documents.  They are usually downloaded from your company's web sight to serve potential customers who want to read more about your company's solutions.  

   They are also distributed by web sites specializing in distribution of white papers.  Such sites are bitpipe.com, knowledgestorm.com and whitepapersource.com.   These sites are designed for search engine queries for information on the topic the white paper is about.  This leads searchers directly to specific white papers.

   If you want to make your white papers available from your company's web site, it would be best to use a request form to collect visitor contact information from the site visitor requesting a white paper.  Bitpipe and WhitePaperSource use capture forms to collect particulars from site visitors requesting specific white papers.

   Your potential customers will appreciate a well-formatted white paper that is scanable, has illustrations in the right places and subheads to indicate what each section is about.

• format your page as a regular letter or two-column pdf document

• add your logo, photos and graphic elements as illustrations

• prepare title or cover page

• convert the Word or Desktop Publisher document to a .pdf file
  (you will receive both the .pdf and the editable word or publisher file).

• develop an executive summary* of the white paper for use in a lead capture form on your company's web site.

* An executive summary is like an advertisement for your white paper.  It could be placed on your web pages or in Bitpipe, etc.  It is a paragraph or to that compels the reader to enter contact information and receive a copy of your white paper.

You'll have only one service provider to work with and you'll have your white paper a lot sooner - ready to give your customers the information they need to make the right decisions.

You'll also be generating inquiries and sales leads a lot sooner.  Use the inquiry form at bottom of this page to request your samples and more info.