Back in the old days, White Papers read more like PhD dissertations: voluminous documents with highfalutin’ language, long paragraphs and big words with lots of syllables.
Somewhere along the way, smart marketers discovered that White Papers needed a makeover. Slimmed down and spruced up, White Papers are now one of the hottest marketing tools, used for generating publicity as well as new leads.
Why? Because prospects look for solutions, the kind that White Papers provide, when they’re puzzled about how to solve a particular problem. If your White Paper scratches their itch, you may well have captured a customer for life.
Denise Wakeman and Patsi Krakoff, aka The Blog Squad, are teaching a special teleclass on this topic tomorrow, June 6. It’s called “How to Lure Prospects with Words: Using White Papers to Attract New Clients,” with special guest Michael Stelzner, a leading expert on writing White Papers.
As I explain in this article, White Papers can be offered for free, in exchange for someone’s email address. Or they can be posted online where they’ll live forever. You can also use them as free bonuses when selling other products and services.
Teleseminar seats are limited. Register here now.