White Papers “Set the Agenda” for Purchase Decisions
By Janice KingMany companies use white papers at the beginning of the sales cycle to attract prospects.
But white papers can also be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration.
A white paper can set the agenda for a purchase decision by convincing the reader that the areas where your product is better than its competition are the most important to consider.
For example, a statement of direction white paper communicates the importance of future product directions as an important purchasing factor.
A white paper that presents a product selection guide also can set the purchasing agenda in a prospect’s mind.
Decision tools such as selection trees, product-comparison checklists, and payback worksheets in the white paper can help readers identify the key factors for choosing a particular product or vendor.
When customers reach the decision point, the buyers may need a comprehensive understanding of your product’s underlying technologies, distinct applications, and implementation or migration strategies–all are ideal topics for white papers.
A white paper also can be an advocacy piece that presents your company’s viewpoint on industry standards and trends as a subtle way of diminishing a competitor’s offerings or messages.
When written to help customers make a valid purchase decision (even if they don’t choose your product or service in the end), a white paper can build the prospect’s confidence and trust in your company.
About This Guest Blogger: Janice King is author of the book and blog Copywriting That Sells High Tech and is an award-winning freelance copywriter.
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