Michael A. Stelzner, Guest Writer
Trying to get everyone to beat your drum? Love the sound of others singing your praise? Word of mouth still reigns.
A good white paper is like the Energizer Bunny. It keeps going places you never imagined.
People like valuable information AND can easily forward it (especially packaged as a white paper).
White papers should present some of your best value in an easy-to-digest package. It should be a free taste of what you have to offer the world (think sample Cinnabon roll).
The carefully crafted white paper sings Ã¢â¬â mesmerizing its readers and encouraging an encore.
For example, VistaPrint (the inexpensive online business card company), decided to prepare a white paper called “Marketing Your Business on a Shoestring Budget: A Practical Guide to Success.”
The paper provided actionable tips (using VistaPrint’s inexpensive products, of course).
In only 90 days, more than 5000 small business owners registered for the paper, a smash hit!
This article is the second in a five-part series on the advantages of white papers. The next article will examine how white papers can be used to generate business leads.
Your action: Start outlining your viral masterpiece. Get off to the right start with the new book, Writing White Papers: How to Capture Readers and Keep Them Engaged.