Comments on: Sell It or Give It Away: The Best Option for Your White Paper (ASK Mike)

By: angelia110

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By: Geoff

Geoff — Fri, 27 Mar 2009 05:31:15 +0000

White papers are the collateral you use to build your database and develop a relationship over time. You build your profile as an expert with a view to the subscriber/reader doing business with you when you have convinced them of your offering.

Sales lead generation takes time. Some might buy immediately, others might require 2, 3 or more teasers to get over the line, but you should consider all possibilities to get the sale and prepare accordingly. Develop a “campaign” around your teasers and work it as you would any other marketing strategy. A good email marketing tool should help you measure and understand the interest that a subscriber has each time you send him another teaser. You should also be able to determine on average how many teasers it takes to make a sale.

By: Goran Giertz

Goran Giertz — Thu, 19 Mar 2009 08:20:55 +0000

Any fisherman will tell you that casting a hook without a lure will lead to no success. Bait the hook, however, and you’ll have a much better success rate. Giving a teaser is necessary, in my opinion.

By: Copygreen

Copygreen — Wed, 11 Mar 2009 15:09:07 +0000

I agree, give a little for free, kinda like bait to lure them in. People are more likely to buy what you’re selling if you give them a taster and it tastes good.

By: Jacques Seoman

Jacques Seoman — Wed, 11 Mar 2009 06:54:35 +0000

A ten pager, followed by an expanded offering in the form of an ebook makes good sense to me. To initially charge for anything means excluding a lot of potential business. By offering engaging initial free material you’re creating possibilities, rather than having a price tag slam the door shut in peoples faces.

By: Andrew Duthie

Andrew Duthie — Mon, 09 Mar 2009 19:49:08 +0000

This is spot-on. Give away your expertise for free, right up to the point where you’re applying it to someone’s specific problem. Once you’re working on someone’s problem, they need to engage you officially (or decide they’re not yet ready to pay for help).

By: chicago heart attack

chicago heart attack — Mon, 09 Mar 2009 16:23:29 +0000

Great response. It’s all about giving just enough. For new people to the industry it is always good to give just the basics and then say for x amount of dollars you can get all the advanced techniques to make you a top competitor.