How can you generate quality leads with a white paper?

This is an important question–and one I recently spoke about at length while teaching a class last week called, “Creating White Papers That Generate Leads.”

Here is one of the secrets I shared in the class.

To generate a lead, ALL you need is a good title and a great first page.

That’s right, the rest of the paper can suck and you can still generate quality leads.

Why? Because to capture the all important lead, all you need to do is provide enough relevant and valuable content to persuade a reader to make a trade.

That trade is contact information for access. A name, email address, number and you gain entry to the rest of the great paper, Mr. Reader.

What does this mean?

It means taking the first page and title of your white paper and formatting it like an article on a web page.

As the reader scrolls down and is engaged by the “article,” he/she finally gets to a point where a cliffhanger comes up–a place where something must be done to keep reading.

That required user action is completing a registration form, so you capture that lead.

The trick is to present enough quality content that the little registration form is hidden from sight.

IF readers complete the registration form, they are highly qualified because they:

• Did not abandon the page
• Read the article
• Found it of interest
• Actually went to the effort to make the trade of contact information for access

So, all that matters is a very compelling title and very relevant and well written opening content.

The hard part is writing that excellent title and highly relevant content.

The rest of your paper should follow through on the quality of the first page if you hope to have the paper sell for you.

If you want to learn more about this strategy, be sure to check out this link.

What are your thoughts about this topic?

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This entry was posted on Saturday, February 17th, 2007 at 9:10 am and is filed under Lead Generation, Marketing, Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.