Comments on: Skip the Writing, Just Lie About White Papers http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/ Everything about writing and marketing white papers Thu, 17 May 2012 02:40:15 +0000 http://wordpress.org/?v=2.3.1 By: Dianna Huff http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-193 Dianna Huff Fri, 29 Sep 2006 21:29:09 +0000 http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-193 He is right about one thing -- companies make you jump through hopes to get papers and other offers. Then someone calls you and tries to sell you the product. I download white papers when researching articles and will put "copywriter" in the "title" field in order to help the salesperson "pre-qualify" me (by hopefully ignoring me). But I still get the calls. I know white papers are lead gen devices but sometimes I wish you didn't have to fill out tons of fields to get them. Or I wish the landing page had a field like, "What prompted you to download this paper?" so that I can write, "I'm writing an article and you have great info. No need for a salesperson to call!" He is right about one thing — companies make you jump through hopes to get papers and other offers. Then someone calls you and tries to sell you the product.

I download white papers when researching articles and will put “copywriter” in the “title” field in order to help the salesperson “pre-qualify” me (by hopefully ignoring me). But I still get the calls.

I know white papers are lead gen devices but sometimes I wish you didn’t have to fill out tons of fields to get them. Or I wish the landing page had a field like, “What prompted you to download this paper?” so that I can write, “I’m writing an article and you have great info. No need for a salesperson to call!”

]]> By: Jonathan Kantor http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-191 Jonathan Kantor Fri, 29 Sep 2006 17:09:31 +0000 http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-191 An interesting word in his article is the use of "you", as in the line: "Obviously you are not going to take the time to write these white papers." It's clear that Hesh comes from the old school that still believes that all white papers are written either by the business owner, CEO or some other internal expert. Does he also believe "you" should design your own website? An interesting word in his article is the use of “you”, as in the line:

“Obviously you are not going to take the time to write these white papers.”

It’s clear that Hesh comes from the old school that still believes that all white papers are written either by the business owner, CEO or some other internal expert. Does he also believe “you” should design your own website?

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-190 Michael Stelzner Fri, 29 Sep 2006 16:21:52 +0000 http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-190 You know, if you read Hesh's article, it certainly comes off as if this is a way to get somewhere. It wasn't until I checked out his personal website that I determined he was a satirist. Don't you think there's some danger in expressing these types of views in such a prestigious site such as MarketingProfs? Sandy and Russell - thanks for your comments! You know, if you read Hesh’s article, it certainly comes off as if this is a way to get somewhere. It wasn’t until I checked out his personal website that I determined he was a satirist. Don’t you think there’s some danger in expressing these types of views in such a prestigious site such as MarketingProfs?

Sandy and Russell - thanks for your comments!

]]> By: Russell Willerton http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-189 Russell Willerton Fri, 29 Sep 2006 16:04:26 +0000 http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-189 Sandy's right--Hesh's comments are tongue-in-cheek. However, he makes a good point about how there is some amount of prestige associated with having white papers or having a blog (and being busy writing a book). In addition to being useful, white papers are definitely 'hip' right now, and lots of people want on the bandwagon. Hesh's satirical example does show that poor or even fake white papers provide only a veneer of professionalism. Smart customers will quickly figure out whose white papers have substance and whose are only there 'for show.' Sandy’s right–Hesh’s comments are tongue-in-cheek. However, he makes a good point about how there is some amount of prestige associated with having white papers or having a blog (and being busy writing a book). In addition to being useful, white papers are definitely ‘hip’ right now, and lots of people want on the bandwagon.
Hesh’s satirical example does show that poor or even fake white papers provide only a veneer of professionalism. Smart customers will quickly figure out whose white papers have substance and whose are only there ‘for show.’

]]> By: Sandy Houppert http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-188 Sandy Houppert Fri, 29 Sep 2006 12:05:51 +0000 http://www.writingwhitepapers.com/blog/2006/09/28/white-paper-lies/#comment-188 No, the guy isn't serious--it's just satire so close to the edge of truth it seems real. There are probably people that do what he suggests with their e-mails and white papers, but "faking it" takes a lot of effort, too. I might as well spend that effort on the real thing. No, the guy isn’t serious–it’s just satire so close to the edge of truth it seems real. There are probably people that do what he suggests with their e-mails and white papers, but “faking it” takes a lot of effort, too. I might as well spend that effort on the real thing.

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