You are fully knowledgeable regarding the issue you resolve, the technology you employ, and the anticipated or actual results. You reserve space at trade shows, print some materials, and woo visitors to your table. Are you making the desired sales?
One high tech company spent a lot of money on their 86-page “white paper.” When the doors opened, there was a stack of them there, and when the doors shut, there was still a stack of them there. In the days following the trade show, they received not a single call or email. Despite the fact that they received no return on their investment from that event, they did learn something worthwhile. It took some work, but after numerous revisions, the first page’s half-page graphic replaced 90% of the text. The story was depicted in the image. What was left of the content was simple to read. The remaining text provided more information. The white papers immediately disappeared from the desk, and calls, emails, and sales poured in both before and after the events.
A while ago, I wrote a book called “Hand It to ’em on a Platter” to help people who ask me for help with their job search. The job search is marketing, with a person as the product. The fundamentals apply to pitches, white papers, and all other forms of marketing communication. You must always be aware of your audience’s needs and wants and inform them if you meet any of those needs or wants. Make it easy for them to discover that you have the answer they need! Without a doubt, you should deliver the goods to them.
You might have various white papers for various trade shows, but you don’t want to go overboard. Always keep the audience in mind. For the 32 pricey marketing brochures they had created over a few years, a startup wanted to lower their printing costs. Reviewing the content revealed that there was not only a lot of repetition but also a lot of contradictory information. The brochures were all unique in appearance. Every time, they put out stacks of numerous different brochures on the table, and people took more than one. Results claims varied from one to the next, but if people only saw one, that might not stop sales. They only participated in three different kinds of trade shows, and all they required were three brochures. It took time but verifying the facts and developing a common “look and feel” resulted in three brochures that fit the three types of audiences.
A successful white paper can be created using a three-step formula.
- Describe the issue you resolve for your audience in terms of how they would describe it.
- Tell them what your solution is without being “salesy.” Just briefly outline your superior solution.
- Inform them of empirical, measurable results.
Your business name will only appear in a single sentence that directs the reader to additional information. Obtain those white papers so you can attract clients! Ask a professional for assistance if necessary.