White Paper Insider

Today’s economic conditions have presented companies with two serious challenges:

A. Getting the best return on their marketing investment dollars, and
B. Determining the effectiveness of their marketing

Companies must make sure that their marketing efforts are producing the best value from every dime they spend. They must also make sure that they are effectively communicating to the marketplace, and delivering the right message to their target market.

Prophet, a branding and marketing research firm, produced “A State of Marketing Study” which showed that senior management is expecting their marketing to at least enable both the short and long-term growth of their business. They preferred that the marketing completely do the job.

Improved effectiveness of marketing spending was one of the top three priorities of upper-level management.

What does all this mean? Company executives want a good return on the money spent on marketing, and they want it done at the lowest possible cost. Translation: They want the biggest bang for their buck.

Can this be accomplished with white papers? Yes. And here are the top five reasons why:

1. Lead generation – a recent study by RainToday.com shows that white papers were ranked as an excellent source of lead generation by almost three-fourths (74%) of companies that provide professional services.
2. Readily accepted form of marketing communication – white papers are read more often than company web sites, case studies, industry journalism articles, product literature or analyst reports.

They also outrank podcasts, webcasts, online video and blogs.

3. Effective marketing tool – Readers pass white papers to coworkers and colleagues. KnowledgeStorm.com says the number may be as high as 3 in 5 readers (57%).
4. First in evaluating business solutions – the use of white papers outranks email newsletters, case studies, articles, software downloads, product literature and articles
5. Widely respected as a source for problem solving. Most people who read white papers are looking for a solution to a problem. White papers are an effective way to accomplish this goal.

There isn’t a better, more effective, more readily accepted form of marketing than the white paper.

According to a new E-Marketer report, Boomers and Social Media,“About 47% of online boomers maintain a profile on at least one social network, according to several sources. Their contacts include family, friends and co-workers of all ages.”

What does this have to do with white papers? Well, I think it has huge implications for retailers—especially in the alternative health market—and here’s why:

“49% of boomers said a purchase decision was influenced by an online review or recommendation on a retailer’s site…”

This statistic from the report caught my eye, because if wellness  retailers make sure they have educational and information-rich content on their websites (switch the name White Paper for Special Report or Guide), they can hit a home run with this market.  Boomers are inquisitive and information-hungry about products and services that can keep them healthy longer.  But most importantly, they actively share what they learn with friends and family—the number one reason they’re using social media to begin with.

While the report states that Boomers are slow to jump whole hog into social media, they’re very vocal about their experiences. This can be a boon to the savvy alternative health retailer who gives them what they want (in the form of well-written, informative reports or guides), and also nurtures that relationship via social media channels.

You can read a FREE synopsis of this report here: Baby Boomers and Social Media, and those with bigger budgets can download the entire report for just under $700.

What do you think? Is social media going significantly expand the use of white-paper-type reports in the retail realm? Do you think this has implications beyond the Boomer generation? Would love your thoughts.

Since their purposes are so much alike, I thought we would delve a little deeper into the comparisons between a white paper and a legal argument.

An attorney wants to win his case in court. A company wants to convince the white paper reader that the paper presents a strong, valid point, and that the reader should act on the recommendations in the paper.

Presenting the information in a compelling way is crucial to the white paper. It must:

• Define the problem
• Find and interview expert witnesses
• Study and dissect the assertions made by those with opposing points of view
• Lay out the facts in a persuasive presentation so as to
• Overcome disagreement or argument from the other side
• Give organized facts to help the reader (or jury) make an informed decision based on excellent writing

White paper readers need to see that the material presents a good understanding of the problem.

Interviewing witnesses will help to analyze the problem from a professional’s point of view. Quoting those witnesses, and citing their level of expertise can make the case even more compelling.

After reading the claims of the competitors, all the points they have covered can be addressed, but from a better perspective. This is a very important step to remember in the process of creating a white paper.

Not only do white papers need to state the facts, they need to explain why each point is important in the final decision-making process. Keep in mind that the main purpose of a white paper is to convince the reader to act on the information contained in that paper.

Another key issue is the wording of the paper. It has sometimes been customary for business documents,  such as white papers (or legal arguments, sometimes known as “pleadings”) to contain a lot of verbiage – much of it unnecessary.

Wait – what did I just say? Verbiage – the dictionary defines it as “overabundance or superfluity of words, as in writing or speech; wordiness; verbosity.”

So what does that mean? In simple terms, use simple terms. Write the paper in language that is easy to understand.  No one wants to read a paper that is full of words that send them looking for a dictionary.

Present the information in such a way that it can be read and digested in one sitting. If the reader has to first figure out what the paper is saying before deciding whether to act on the material it contains, chances are good that it will end up File Thirteen - and you’ve lost the jury.

I’ve got a question for you marketers out there. When participating in white paper interviews, how do you feel about the writer recording conversations?

Old Analog Recorder

Do the writers you’ve worked with insist on recording your interviews? If not, perhaps they should…

Some writers prefer to take written notes. Those who have been let down by dead batteries or a faulty “on” switch often wish they had relied on the tried-and-true pen and pad.

There may also be a “crutch factor” that can come into play in using a recording for the heavy lifting. A recording could give the writer a false sense of security, making them less likely to ask enough clarity questions to fully understand the problems, market drivers and solution points of your white paper subject.

However, while there is no substitution for careful note-taking, I think not recording interview conversations can be a mistake. In my previous life as a journalist, I found real value in having a digital recorder handy for face-to-face interviews. This became essential to me for two reasons:

1. Liability: Mistakes can be made translating scrawled hand-written notes. Recording interviews and keeping those files with stories was my insurance policy against a foggy memory (both mine and the interviewee’s).

2. Clarity: Recording interview conversations and going over them before writing articles helped me clarify points from my notes (my short-hand is awful). This was especially helpful if time  passed before I had a chance to sit down to write.

I think the same is true when writing white papers, and I recently talked to two expert white paper writers on the subject, Jonathan Kantor and Gordon Graham. Jonathan says he records ALL conversations with his clients. Gordon adds that when he records interviews, he has his recordings transcribed as well. “It’s amazing what little nuances you can miss without this step,” he notes.

None of my interviews with white paper clients are face-to-face. They always take place over the telephone—for that reason alone I think recording is essential. Also, white paper interviews usually involve a group of people rather than a one-on-one conversation—which makes capturing those “little nuances” quite important.

Technology today makes it very easy to record group conversations—so why not use it? I use internet-based Free Conference Calling for my interviews, and it makes life much easier for all parties.

A little voice in the back of my head, however, still worries about whether or not the conversation really is being recorded. Consequently, I never use it as a safety net and take notes anyway. So far  the combination works—I just have to remember to hit the “start recording” button.

What are your thoughts on the value of recording interviews?

Is the need for better leads forcing you to rethink your marketing plans for 2010?  Are you contemplating using white papers to grow your business?  Do you know the common mistakes that make white papers useless?

If you’re pondering these questions, I strongly recommend an upcoming webinar (it’s free) called 5 Ways to Grow Your Business With White Papers and the 3 Mistakes You Must Avoid coming on January 20, 2010.  I know the presenters and they’re great guys. In fact, they’re two of my favorite writing mentors. I’ve learned TONS from both of them–and you can too!

The world’s leading white paper marketing experts–Bob Bly (author, White Paper Marketing Handbook) and Michael Stelzner (author, Writing White Papers)—are coming together for the first time.

By attending this free online event you’ll discover how to attract quality leads and grow your business with the world’s number-one marketing tool—the white paper.

The free seats are limited, so be sure to go here and secure yours now before they’re gone: http://bit.ly/7bUmqW. I’ll see you there!