Comments on: The Perfect Ad: Leading With Content http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/ Everything about writing and marketing white papers Wed, 08 Feb 2012 15:05:31 +0000 http://wordpress.org/?v=2.3.1 By: Dave T http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-60857 Dave T Tue, 18 Nov 2008 17:59:05 +0000 http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-60857 Hi Mike, I've used Hoovers and have not been impressed by the information they provided. Harris Selectory seems to do a better job getting quality data. I believe the information provided is the key, regardless of how the product is promoted. That being said, a white paper on how to prep for cold calls makes an excellent tool, especially for the new salesperson. Dave Hi Mike,

I’ve used Hoovers and have not been impressed by the information they provided. Harris Selectory seems to do a better job getting quality data.
I believe the information provided is the key, regardless of how the product is promoted.

That being said, a white paper on how to prep for cold calls makes an excellent tool, especially for the new salesperson.

Dave

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29658 Michael Stelzner Wed, 22 Aug 2007 22:55:40 +0000 http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29658 FYI, I called their media manager and will have more of the story on how this worked for them (hopefully) :) FYI, I called their media manager and will have more of the story on how this worked for them (hopefully) :)

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29657 Michael Stelzner Wed, 22 Aug 2007 22:54:31 +0000 http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29657 Hey Roger - Thanks for your thoughts on this. - Mike Hey Roger - Thanks for your thoughts on this. - Mike

]]> By: Roger C. Parker http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29656 Roger C. Parker Wed, 22 Aug 2007 22:39:54 +0000 http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29656 Dear Mike: I agree, both with the "content over company" approach as well as the need for a bit more offer clarity. When I first saw it, I wondered if it was "the" vacuum cleaner company, or a consulting firm specializing in sales techniques. But, upon reflection, I clicked on the banner out of curiosity, which probably proves two things: a) WIFM, i.e., What's In It For Me, is always a winning strategy, and b) curiosity (probably) killed the cat. Either approach, of course, validates the value of following the steps outlined in your Writing White Papers book. Unless white paper writers carefully structure their white papers as you describe, a poorly structured white paper can destroy a prospect's relationship with a firm before it begins--i.e., by promising one thing, but heavy-handedly delivering another. Your "about us" arguments have to show up after your white paper has prepared the way and offered genuine, interesting, and concise value. Roger Dear Mike:
I agree, both with the “content over company” approach as well as the need for a bit more offer clarity. When I first saw it, I wondered if it was “the” vacuum cleaner company, or a consulting firm specializing in sales techniques.

But, upon reflection, I clicked on the banner out of curiosity, which probably proves two things: a) WIFM, i.e., What’s In It For Me, is always a winning strategy, and b) curiosity (probably) killed the cat.

Either approach, of course, validates the value of following the steps outlined in your Writing White Papers book. Unless white paper writers carefully structure their white papers as you describe, a poorly structured white paper can destroy a prospect’s relationship with a firm before it begins–i.e., by promising one thing, but heavy-handedly delivering another.

Your “about us” arguments have to show up after your white paper has
prepared the way and offered genuine, interesting, and concise value.

Roger

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29651 Michael Stelzner Wed, 22 Aug 2007 20:42:09 +0000 http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29651 Hey Tom; Thanks for your feedback. It seems like your issue comes down to the strength of the copy. I agree there could be better copy. What I like however is that the call to action is the actual ad. I guess I'm gonna have to contact Hoovers and ask them how the ad worked out. Best Regards, Mike Hey Tom;

Thanks for your feedback.

It seems like your issue comes down to the strength of the copy.

I agree there could be better copy.

What I like however is that the call to action is the actual ad.

I guess I’m gonna have to contact Hoovers and ask them how the ad worked out.

Best Regards, Mike

]]> By: Tom Chandler http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29635 Tom Chandler Wed, 22 Aug 2007 18:39:56 +0000 http://www.writingwhitepapers.com/blog/2007/08/21/hoovers-ad/#comment-29635 Gotta say, I'm not 100% on this one. Without reading the white paper I'm only guessing at the benefits, but I'd be tempted to shoot for something like "Make 2x the Cold Calls in Half the Time" or "Convert 2x as many cold calls as before" with a "click for a free <i>How to Prep for Cold Calls</i> White Paper" call to action. Gotta say, I’m not 100% on this one.

Without reading the white paper I’m only guessing at the benefits, but I’d be tempted to shoot for something like “Make 2x the Cold Calls in Half the Time” or “Convert 2x as many cold calls as before” with a “click for a free How to Prep for Cold Calls White Paper” call to action.

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