The Reason White Papers Fail
January 30th, 2008, by Michael StelznerBack when I owned a design agency, I learned an important lesson that helps me keep readers glued to white papers.
Before I share this important tip, consider this common problem: Most people abandon a document after a few seconds.
People have a knee-jerk response to certain white papers that sends them running for the hills.
Once you lose readers, chances are they will never return.
It’s true that highly relevant content is one good way to keep a reader engaged; however, there are other powerful tactics you can employ.
What am I talking about?
In a word: layout.
The one important lesson I learned from my design days was that looks matter.
You can literally transform your white papers into highly effective sales and marketing tools with the right makeover.
Why?
Because a reader will stick with a visually appealing white paper. When a document is easy on the eyes, it conveys a level of professionalism and is considered valuable.
Do you know how to lay out attractive white papers?
I recently asked Roger C. Parker, the design guru, to share his layout strategies with you.
Roger specializes in helping writers and marketers master layout techniques.
His books on design and layout have sold millions of copies.
And now it is my distinct pleasure to co-teach a special teleclass with Roger entitled Mastering White Paper Layout and Design (How Layout Improves the Perceived Quality of a White Paper).
Together, Roger and I will examine how layout can transform any white paper from a dull document to an attractive sales and marketing tool.
This class is sure to sell out. Click here to reserve your seat.
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