How to Improve Your Profits with White Papers
Value, Profitability, Cost-containment, Downsizing, Controlled Spending and Growth….these are the new buzzwords of today’s recession. Businesses both large and small are turning over every rock to find new ways to trim costs WHILE being as effective as before the economic downturn.
So how do you accomplish this Herculean feat? White Papers.
But you don’t need to hear that from me. Here’s another perspective from a B2B marketing writer named Jackie Cooper, on a blog post entitled, “Improve Profits with White Papers”. Jackie provides five reasons why the white paper medium is so powerful in accomplishing this goal:
- Every business can create a white paper of one or other description. Whether you’re in retail or engineering, white papers can be your salvation in troubled economic times, and here’s why:
- White papers are low key, under the radar, educational ‘advertising’
- White papers are useful to their target audience
- They carry more credibility than an advert or other overt promotion
- They cost little or nothing to produce
- They empower the target audience to buy your product or service by providing all kinds of direct and peripheral information pertinent to it.
Right on all accounts Jackie, but I’d like to clarity item #4: They cost little or nothing to produce.
Having a professional white paper writer produce your white paper may cost you several thousand dollars, but its VALUE is much greater than its COST. White papers provides a greater number of uses than any other business marketing medium today. With one investment in a professionally produced white paper you can use it for:
- Website Downloading
- Email Marketing
- One-on-One email communications attachment
- Direct Mail
- Tradeshow Collateral
- Sales “leave-behind”
- Business Presentations (for Presentation/White Paper messaging parity)
- Presentation hand out
If you make one sale from these marketing applications, the cost of the white paper more than pays for itself. By applying white papers to each of these activities, the probability that you will close that sale increases substantially because of the perceived credibility that white papers carry.
Can you think of another business marketing medium that provides as great a connection to profitability as white papers? I can’t.
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