The Simons Group: Simons Scoop - Creative Communications | Copywriting, Print & Web Design

White papers with substance make the grade

According to a 2007 study from KnowledgeStorm and Marketing Sherpa, prospects value white papers more than analyst reports, articles from industry journalists and other informational content. When done well, white papers are an excellent complement to a strong marketing program; but unfortunately, amateur efforts often fall flat.

Why? The tendency is for companies to mistakenly turn white papers into hard-sell pitches for their products and services. A more effective approach is to offer in-depth analyses of problems that readers face and suggest objective, unbiased solutions that will solve their problems. Professional writers know that white papers need to be factual and educational while hinting at broad solutions their clients’ products or services provide. If readers think they’re getting advertising in disguise, they could lose interest and move on.

Those who have expertise in providing white papers know decision-makers want credible, third-party statistics and information to help them justify investing in new technology, products or services. They need to know why the solutions being presented are the best, how they compare to similar offerings and how they solve problems. Testimonials by those who have realized return on their investments in the solutions can help make a compelling case that will ring true with target audiences.

White paper veterans also know how to present the information in a visually appealing way that commands readers’ attention, including supporting graphics and compelling design. Professionally produced white papers make bigger statements than those done by novices, helping companies generate more qualified leads.

Professionals can also help companies gain exposure by building a marketing campaign beyond simply posting white papers on their websites. Postcards mailed to customers and prospects announcing that they can request white papers to learn about solutions to their problems attract more attention than merely putting the papers online. Another option is to e-mail white papers to prospects and clients and follow up with phone calls or mailers. In short, the goal is to gain as much leverage as possible from professional marketing collateral.

The Simons Group can provide analytical, informative white papers that contain material and meaningful information, and design marketing programs around them that will help companies reach out to their target audiences. For more information, contact Lee Zoldan at lzoldan@thesimonsgroup.com.