You might think white papers are pretty dry material and feel thankful you don’t have to write them yourself. Writing white papers is something I enjoy and I’ll tell you why.
Sure, it’s hard work and it’s a big job with a lot of material to sift through, but I love that white papers are informative more than salesy. For the consumer, there’s so much relief in that.
Some styles of white paper steer the consumer a bit more than others but –on the whole – they aren’t full of wild claims. They aren’t misleading and don’t read like a long-copy sales letter. They are fact-based resources that are of real value to consumers.
This kind of marketing feels really good to write.
And the fact that white papers are massive lead generators? This is icing on the cake and also feels terrific. If sales come out of a white paper, you’ve generally come by them honestly.
Having a good white paper is telling your consumer, “Hey, we’re here – your friendly, approachable professionals. This is what we know and how it can help you solve your issue. You can contact us at any time and we can help you get where you want to go.”
A white paper feels like a fresh approach to the reader. It’s the facts that matter in a place with room between the lines – space for them to think without all sales banter flying out at the them. People remember that.
Make sure they remember your company as that port in the storm.