Last week I was training a group of aspiring white paper writer’s at a major corporation. I had just finished talking about how to build profiles for the ideal reader of a white paper.

A lady in the audience asked, “Why does gender matter?”

I could tell by the look on her face, her request was more of a challenge than a question.

Before I address her challenge here, I’d like to ask you, “Is there any value in understanding the age and gender of your readership?”

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According to Larry Chase, “When done right, nothing pulls in qualified sales leads like a well-targeted offer for a juicy white paper.”

I would strongly agree.

Larry recently crafted a list of white paper marketing tips. Here are a few of his better tips (with my commentary). (more…)

Can a two page document be properly labeled a white paper?

While researching for a client, I came across this white paper.

Its length: Two pages.

Add a cover page and a full page of author biographies and it brought the count to four. I’ll let you examine it in a few seconds.

A few weeks ago we had a very lively discussion on the length of white papers.

Now I actually have a really short one as a case example.

Here is the link: Download this paper now.

So I ask you, is this really a white paper??

If you are a blogger, marketer or a writer you face a very serious challenge.

What’s the problem: People don’t pay attention anymore (I am a prime example).

Think about it:

• Hundreds of TV channels to surf from home (at home and on your cell phone)
• Your email inbox crammed with a never ending-stream of messages
• Millions of possible websites to surf
• A mailbox full of junk mail, catalogs, …
• More commercials (on TV, the radio, …)
• Music over radio, satellite and TV
• Did I mention voicemail and newspapers?
• Let’s throw in social media, like Twitter, Facebook and LinkedIn

All these choices create a huge problem for you. But there is a solution. (more…)

One of my early predictions for this year was a spike in the demand for white paper writers this year. Or said another way, I predicted marketing folks were going to be demanding more white papers for their campaigns.

Speaking from my own personal experience, the demand for my white paper writing services has never been greater.

If this trend goes beyond me, here are three reasons there’s a spike in white paper marketing: (more…)

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.