Want your white paper to go viral? Yet you still need to collect that lead??

What is a marketer to do?

My friend, David Meerman Scott, is a big proponent of letting your white paper (or ebook) live unrestricted, not bound by registration forms.

However, many marketing and sales folks need leads. Their argument: If you let the paper go you never get the lead.

Is it possible to accomplish both? You might be surprised…

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While driving in my car, I heard an ad about debt consolidation.

The voice talent said, “Consolidate your debt by up to 50 percent, or more!”

He repeated that statement three times.

So here’s my question to you: What’s wrong with this statement?  Is it deceptive advertising?

What’s in a name?

You spend weeks crafting an amazing white paper.

The hope is it will propel your business to new heights.

However, if its title lacks punch, the paper may as well have never been written.

Why is this true? (more…)

Should you convey your expertise in white papers by revealing literally EVERYTHING you know about a topic?

Small rant: Lately, a LOT of people have come out of the woodwork making recommendations about white papers. Don’t get me wrong, I like this. But I want to warn you. Much of this advice is coming from folks who don’t really know much about white papers. Now back to our regularly scheduled programming.

Richard Telofski says essentially “overwhelm them with your knowledge.”

Let me share my thoughts on this…

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Just a quick note.

If any of your plan on attending MarketingProfs B2B Forum in Boston, please come by and say hi.

I’ll be speaking about white papers on Tuesday the 10th of June.

Would love to meet you in person.

If it’s only two pages, is it still a white paper?

This is a surprisingly common question.

Pragmatic Marketing recently published a great article about the ideal length of a white paper. It’s really the best piece I have seen on this topic (Steve Hoffman wrote the piece).

Here’s an excerpt:

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Are white papers still a powerful marketing tool?

A sneak peek at the earnings call of TechTarget provides some interesting insight. (more…)

I want to publicly give thanks to God and the men and women who protect this nation from harm.

THANK YOU

I wanted to write a nice post tonight.

But…

It seemed that I had a few hundred emails to sort through, Facebook relationships to accept, Twitter updates, LinkedIn approvals and did I mention phone calls to return?

It seems that it is much harder to write than it was just a few years back.

I was told that the Internet was supposed to help us get more done.

It seems that rather it has created “more work.”

And unfortunately this kind of work seems to be everything but profitable writing.

Am I alone here?

What’s your opinion? Are you finding it very difficult to sit down, clear your plate and let the creative juices flow?

What say you?

Join myself and Brian Carroll (author of Lead Generation for the Complex Sale) for a LIVE (free) teleconference this Thursday, May 15th at 3pm Pacific.

Brian is a lead generation guru and, well, you know me :).

The Cool Part…

Brian and I will be taking your questions LIVE (yes we have a moderated operator).

AND, I plan on asking Brian some tough questions about lead generation.

You won’t want to miss this…

BTW, once we get 1000 signups, I will be taking the registration link down, so if it doesn’t work, you know why…

DID YOU MISS THE CALL??:  Click here to listen to the recording.