The White Paper Company - Short Attention Marketing with White Papers

"It was a pleasure working with you and we want to thank you for all of the work you have put into our white paper. We now have a solid piece of content from which to build the rest of our white paper library."

Joseph Dillman
Principal
TCG SecureZone, Inc.

Ensuring That Your White Papers Appeal to Busy Executive Readers

Engaging Today's Time- and Attention- Challenged Decision Makers

Today we live in a world of 'abbreviated' information. For example, we no longer read newspaper articles we glance at headlines. We watch short sound bites on television rather than lengthy interviews. We send short tweets via Twitter rather than long email messages.

One of the reasons business executives are attracted to these 'short and succinct' messages has to do with their amount of available time and attention. A growing list of new business responsibilities such as conference calls, meetings, travel schedules, online messages, and increased workloads have cut into the available time busy business executives have set aside for reading detailed information.

When it comes to reading white papers, many decision makers face a challenging conundrum. Executives know that white papers provide them with valuable information necessary to keep both their companies and their positions competitive. Unfortunately, the traditional 'all-text' white paper, common with many business marketers, requires too much time to sift through countless pages of paragraph-centric information to uncover valuable solution-advantage messages. Due to the demands on their time, many executives will either forward these 'text-heavy' white papers to lower-level subordinates in their organizations or pass on reading them altogether. When this occurs, the opportunity to engage key decision makers is lost.

Visual Elements are Needed to Engage Busy Readers

free white paper

To gain the attention of the time- and attention challenged business reader, a new set of visual elements must be incorporated into white paper content that engage today's short attention decision makers. These six elements become a highly effective way to draw readers into white papers, so that detailed solution messages can be more easily delivered and assimilated.

This white paper will provide B2B marketers with suggestions to improve the retention of your business solution messages by incorporating six visual elements into your white papers that engage today's time- and attention challenged business executives.

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