5 Reasons People Like Technology White Papers
BY CHRISTINE TAYLOR
A good white paper is a paper that
makes you look good.
You look good when your white paper
makes sense, when it’s readable, when it concentrates on benefits and
examples, and when it’s easy to get. Here’s why:
Reason #1. Many people would
rather die than talk to a sales representative right off the bat, but
they will read a white paper. When people start researching a product,
they are not prepared to talk to a salesperson. They have no idea if the
product is for them, or if they even need the technology at all. They’ll
also be resistant to new and innovative technologies. Well-written,
benefit-laden white papers will qualify your product to the reader, and
qualify the reader to you at the next stage in the sales cycle.
Reason #2. White papers build a
bridge between the prospect and your organization’s salespeople. When
the salesperson does call, it’s not out of the blue. If a user has
downloaded a white paper, there is an established connection between
user interest and your company. The call can even be welcome if the
customer has more questions and is interested in moving forward.
Reason #3. White papers are
simple to host on the Web, where people can easily download and read
them. In addition to your own company Website, there are numerous sites
that host white papers and make it easy for prospects to download the
paper. Many companies take this opportunity to capture reader
information, including if the reader wants to be contacted. If they do
request contact, for heaven’s sake contact them! They are coming highly
qualified.
Reason #4. You’re not just
reaching prospective customers with white papers, you’re also reaching
journalists. Or you should be. This is why you should always include a
solid technical section in a white paper: journalists doesn’t want to
download a white paper and find a brochure, it makes them cranky. But if
you deliver a valuable white paper, the journalist is far more likely to
speak well of you and your product. (This, of course, is the essence of
media relations.)
Reason #5. And speaking of
journalists, what do they do when they pick up or receive expensive
press kits? They throw them away, but they do keep valuable information
like booklets and white papers. As a senior editor and editor-in-chief
for data storage magazines, I can’t tell you how many beautiful and
pricey press kits I picked up, then threw away. What did I keep? White
papers. Who did I think of when I was writing a story on that
technology? The company that wrote the white paper.
The CLEAR Process
All white papers need to combine good
writing, good structure, and clear technical explanations — high level
or not, depending on purpose and audience — and case studies. The
process is CLEAR:
- Clarify the problem
- List your technology's features
- Educate your customers on benefits
- Add proof points
- Restate your case
People like technology white papers if
the paper is clear, useful, readable and available. Make sure your white
papers fit the bill with the CLEAR process, or call a professional white
paper writer for your next project.
Christine Taylor is president of
Keyword Writing, which helps marketing and PR pros leverage their
relationships with technology clients.
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