Comments on: White Paper Revelations Should Surprise Marketers

By: Study Guide

Study Guide — Wed, 15 Aug 2007 11:08:59 +0000

Wow! I must say, 71%, thats a big percentage. Albeit, don’t consumers see webcasts & articles to be the same as case studies?

By: Michael Stelzner

Michael Stelzner — Fri, 13 Apr 2007 22:13:01 +0000

Hey Jim - Good point when you say, “People want to buy the things we do for them, not the things we do.”

What better way to do than to focus on benefits rather than features.

Mike

By: Jim Logan

Jim Logan — Fri, 13 Apr 2007 20:28:21 +0000

A couple things I find interesting in this study is 54% saying they read white papers to find solutions to problems and 39% criticizing white papers for not offering enough problem solving information. Couple that with 39.9% complaining white papers are too product oriented and you can reasonably conclude a great opportunity for white papers is to communicate the things companies do for their customers with the products and services they offer.

People want to buy the things we do for them, not the things we do. Good food for thought.

By: Michael Stelzner

Michael Stelzner — Fri, 13 Apr 2007 14:22:02 +0000

Jonathan

Good observation.

Perhaps it comes down to this.

Those seeking “preliminary” information are not looking for a detailed discussion of a product and how it works, but perhaps why they should adopt it.

Does that work for you??

Mike

By: Jonathan Kantor

Jonathan Kantor — Fri, 13 Apr 2007 14:08:40 +0000

Mike,

There seems to be a confluct between those saying in the first part, “Was expecting technology discussion, not product information”, and in the second when they stated reasons for why they read white papers, “To obtain preliminary information about products and vendors”.

On one hand they don’t want product information and then they say to obtain product information? Do you see a problem here?

Jonathan

By: Michael Stelzner

Michael Stelzner — Thu, 12 Apr 2007 03:40:04 +0000

Hey Tom;

Nice to hear from you.

I am guessing that consumers don’t generally consider webcasts and articles to be the same as case studies.

Wonder what our case study friends think?

Mike

By: Tom Chandler

Tom Chandler — Wed, 11 Apr 2007 22:47:25 +0000

Great post. I wonder if the low case study numbers aren’t due to a “multiple yes” result; case studies can also be delivered via webcats and articles (just two of the choices mentioned).

In other words, I wonder if some respondents didn’t confuse the format with the media channel.

In any case, great information.