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White Paper: An Effective Tool for
Persuading Potential Customers
Jorge Luis Alonso G.
www.jorgeluisalonso.com
AbstractCompanies that sell new, complex or expensive items must wait for the approval of a committee to close business.
It’s a process involving several people and can last for weeks, months and even years.
This can limit the number of transactions carried out.
A white paper simplifies this process.
Using facts and logic, a white paper educates, informs and persuades potential customers.
Understanding Today’s Complex SaleMany products you buy in supermarkets respond to B2C Marketing (Business to Consumer Marketing).
You see the products, you like them, and you buy them. It’s that simple.
But if your company supplies to other companies, the decision is not so easy.
Particularly when you sell new, complex or expensive items.
Companies may need a committee to take a decision. And a lot of money is on the table.
Understanding Today’s Complex SaleCompanies that sell to other companies use B2B Marketing (Business to Business Marketing).
For many years, the way to do B2B marketing was traditional. But today companies started to:
improve the visibility of their websites in search engine results
position themselves using social networks
update the information on their websites
Those methods are part of what is now called Content Marketing.
Content Marketing StrategyContent marketing encourages potential customers to visit a website.
This strategy is appropriate for modern times because most customers today conduct their own research before buying.
And they only communicate with the vendor at the end of the process. Or maybe never.
Google plays a key role in content marketing.
If you put practical and useful content on your website on a regular basis, Google will show your website before that of your competitor.
Change Strategy and Get New CustomersContent marketing is growing at a steady pace.
It’s a strategy that allows you to focus on potential buyers with laser precision.
Companies that adopt this strategy sell more because they offer content that engages their customers.
The good news is that you can do the same.
Change Strategy and Get New CustomersFirst, you can start by not using your website as an electronic brochure.
Offering your company’s address, product line and the eternal commitment to serve your customers is no longer enough.
Today you have to create and distribute quality content to attract an audience
You must convince them that the products or services you offer will solve their problems. But in a smart way. And to achieve this, there’s a tool that has been effective for 100 years: the white paper.
What is a white paper?A white paper is a persuasive essay that uses facts and logic to promote a certain product, service, or solution to a problem.
It’s not a sales proposal. A white paper provides useful, effective, practical and educational content.
It contains valuable information for readers who are seeking to understand an issue, solve a problem or make a decision.
How many types of white papers are there?Backgrounder is an old-fashioned type of white paper that focuses
on the features, functions, benefits and payback of a product or service from one vendor.
Numbered list is a lively set of questions, points, issues or tips about a certain topic.
Problem / solution is a factual discussion of a major problem that has never been satisfactorily solved. It considers the scope of the problem, describes the existing solutions and their drawbacks, and recommends a new, improved solution for best results.
Some key questions about white papersHow can people find white papers?
Through Internet searches, social networks or on the sellers’ websites.
Where do people read white papers?
On desktops and mobile devices (laptops, tablets or phones).
How long are white papers?
On average, 10–12 pages. Today’s readers have little extra time to read documents longer than this.
How can you tell whether a company needs a white paper?The following three questions help to decide:
Does the company sell something new?
Does the company sell something complex?
Does the company sell something expensive?
If the answer to any one of these questions is “yes”, the company would likely benefit from a white paper. But if the answer to two or three of these questions is “yes”, the company definitely needs a white paper.
Final ThoughtsIf you decide to write a white paper for your business, be sure to do it well.
You must write documents with (1) useful information (not intended to sell), (2) with evidence and facts (not superficial), and (3) focused on the customer (not on your company)
But If you can not write the paper, hire a writer. Allocate the resources necessary to create a quality document. Remember that the white paper is a document to share. And Nothing destroys the credibility of a company more than a poorly written document in the hands of your prospects and contacts!
These slides are based in an article titled White Paper: An Effective Tool for Persuading Potential Customers. You can read it in bit.ly/2658OXv
About the authorJorge Luis Alonso G. is a freelance writer and blogger based in Argentina.
He specializes in writing white papers for agriculture and reuse its content in blog posts and articles to newsletters, magazines or newspapers. In addition, he writes content for websites.
Contact Information
Twitter: @JL_Alonso
