Thanks for your compliment on this post and my book. If you aren’t doing so already, you’ll want to subscribe to the feed for the Copywriting That Sells High Tech blog. (click on link above) That’s where I post new information and resources for technical copy writers.

Janice

Would just like to say how interesting I found your post and also your book. I have found your writing very informative.

Thanks

Thanks for your kind words about my post. Your examples about how you use white papers throughout the sales process should help everyone expand their thinking.

Janice King
Copywriter and Author
Copywriting That Sells High Tech

I’d just like to echo your main point, white papers are a great tool to advance and support the close of a sale. I think it’s their most overlooked use.

When I sold in complex sales environments, I always liked to have a white paper ready for every decision maker (various roles and interests), as well as a white paper designed to takeaway any traps set by competitors…attacking perceived weakness in my solution. Over a 4-8 month sales cycle, I might use 3-5 white papers to position my offer, trap competition, and advance the sale beyond a sticking point. All were used after a sales opportunity had started.