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October 16, 2006

The Persuasive Power of White Papers

ME Liz Strauss wrote this at 8:22 am

Michael A. Stelzner, Guest Writer

Mochael; Stelzner 2

Information overload. Filters. Time constraints. Limited patience.

Marketing excess makes the task of influencing a chore!

Getting an audience with someone important and presenting vital points have never been harder. It is just plain tough to persuade people if you can’t speak to them.

Fortunately, there is way.

The white paper is often ushered past the guards and into the inner courts of important people.

Why?

White papers are sought after to help readers make decisions. Like the ancient wise man, the great white paper will have a significant impact on its readers.

These informative (and often persuasive) documents tend to contain information that is very valuable.

The persuasive white paper:

  • Identifies problems facing its readers (to build affinity)
  • Discusses trends (to push a need for change)
  • Provides solutions without selling (by speaking broadly and objectively)
  • Suggests what to look for (think key considerations when seeking a solution)

The art of persuasion involves building interest, providing valuable information and directing readers to act in a very specific manner. When applied to white papers, the result is a virtual salesperson that acts in your best interest, all the time.

This article is the fourth in a five-part series on the advantages of white papers. The next article will examine how writers can grow their businesses by writing white papers.

Your action: Learn how to persuade with white papers and watch people respond in ways you never imagined. An excellent resource to help you master this art is the new book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

–Michael A. Stelzner

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4 Comments to “The Persuasive Power of White Papers”

  1. October 16th, 2006 at 8:48 am
    Mike said

    I really like the phrase ” Suggests what to look for …”

    I know what you’re doing when you send me a white paper, trying to sell me, but if you do a good job of identifying my problem and solving it, I’d still give you the first shot at my purchase.

    Any salesman whose company doesn’t do this should quit … seliing until he gets one written, hopefully this week and by someone certified as ” Stelzner Trained” !

  2. October 16th, 2006 at 9:46 am
    Hendry Lee said

    Michael,

    From these article series… those really sound like what a business could get from blogging or podcasting.

    What makes white paper unique in this way?

    I personally have used special reports and white papers to build leads, but I have also seen others use private posts to woo visitors into entering their personal info into the form. So, what makes white paper excel?

    How does it compare to the “easy-to-update” feature of a blog?

    Your book covers some, but I’ve seen none of them so far in the articles. I know there are something I have overlooked, because otherwise so many industries won’t depend on it so heavily until now. ;)

  3. October 16th, 2006 at 11:33 am
    ME Strauss said

    Hi Hendry,
    I don’t want to answer for Mike. Though I can see some signficant differences, as I’m sure you do. I’ll wait until he can address your questions directly. :)

  4. October 16th, 2006 at 12:10 pm
    Michael A. Stelzner said

    Hi Mike! Thanks for your comments. The suggestions or “what to look for” list help give a little something to a reader that they think is valuable. Kinda like a Consumer’s Report list.

    Hendry Lee. Of course there are some common benefits of blogging and podcasting. However, there are a few major differences with white papers.

    First, a white paper is a physical thing that is emailed, distributed and printed. Second, the term “white paper” comes with some credibility that is unique. Third, and this is really important, white papers are something people are willing to register for. This means people will give you their name, phone, etc. just to be able to read one. I do not know a blog or podcast that could get away with that.

    All marketing efforts can drive people to white papers. That includes commenting on other people’s blogs.

    Another important benefit of a white paper… You write it once and let it do its job. Unlike blogs that must be updated nearly daily, a white paper is something that can last for years.

    Thanks for asking these questions!

    Mike

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