Have you noticed how white papers and manifesto’s are springing up everywhere? Here’s how to get in on the action:
1) IT DOESN’T HAVE TO BE LONG
Sometimes a 10-20 page white paper are OK, but 3- and 4-pagers are often best.
White papers are simply short little guides, reference tools and problem solvers that people will keep in their desk.
They need not take long to write.
You might consider breaking a 10-page white paper into three small documents, each addressing a very specific issue (triology)
You can potentially get three times as much PR and SEO mileage from the same content, by doing it that way!
The key is to have a follow-up system (2 step process) that continues to nurture that prospect until they take a next step – call you on the phone, email you with a question or sign-up for your list or newsletter.
2) You don’t have to give the person an exhaustive report.
You only need to give them knowledge that enables them to DO something.
Indeed why arouse their curiosity by giving them the first 5 steps of your 10-step XYZ programme?
White papers are not theoretical. They are action-oriented.
So make a list of three things you want your prospects to know how to do as a result of reading your white paper. Then just tell them how.
I like the format: Problem – Agitate – Solution – Expectations or Results – Call To Action [One key theme - three key benefits or outcomes]
People are VASTLY more responsive to this kind of information than they are to a traditional ad. It builds trust and credibility like no other kind of advertising does.
So the best thing you can advertise is… a White Paper, how-to guide, problem-solver or special report.
At the same time, that paper is also a way to help “your future client” define the problem in *your* terms, not somebody else’s.
There’s a lot of subtle power in that!
Noel Lyons
Mentoring Tomorrow’s Mavenpreneurs
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