Michael A. Stelzner, Guest Writer

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

Michael A. Stelzner, Guest Writer

Looking to drum up new business? Need to generate some leads?

Finding new business is hard work!

If you want to persuade, white papers are the hot new marketing trend.

Different than the brochure or ad, the white paper is used to plant seeds among prospects early in the buying cycle (think first-time home buyer finds helpful resource guide).

Research by KnowledgeStorm shows that white papers are the most effective form of lead generation – even better than free trials and webinars!

If well written, the white paper provides valuable information to prospects who are searching for guidance. That information has magnetic value to the right readers, creating a steady stream of opportunity.

By giving away some important insight, you establish trust with readers. Trust is the first step toward building a relationship, and ultimately asking for the sale.

This article is the third in a five-part series on the advantages of white papers. The next article will examine how white papers can persuade others.

Your action: Learn the art of writing white papers that generate quality leads by picking up a copy of the new book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

—Michael A. Stelzner

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.

Why?

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 – 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.

—Michael A. Stelzner

Michael A. Stelzner, Guest Writer

By now you have heard that the hot new trend in writing is white papers.

These are short documents that help people make decisions. Think informative article meets persuasive brochure and births something new.

There are five very compelling reasons you ought to leap on the white paper wagon. White papers help:

1. Establish thought leadership (for yourself, your blog or your business)
2. Create a viral buzz (others send your message everywhere)
3. Generate quality leads (imagine prospects lining up to talk to you)
4. Persuade others (help people need you)
5. Grow a writing practice (develop extra revenue streams)

The Thought Leadership Advantage

Everyone wants to be an expert.

Combining a well-written white paper with other marketing efforts, such as a blog, can help you gain the position of thought leader.

By discussing the concepts that can shift industries or the future of a marketplace, a white paper can be referenced as a “reason to change” by businesses.

For example, FedEx wanted to convince electronics manufacturers that moving product by air from China could shorten the supply chain and provide manufacturers a competitive edge – despite a great sea of resistance (think slow-moving ships).

They crafted a white paper titled, “Speeding the Supply Chain From China: How Manufacturers Are Winning With Full-Service Air Transportation” and proceeded to change an industry.

This article is the first in a five-part series on the advantages of white papers. The next article will examine how white papers can create viral buzz.

Your action: Learn to master the art of the white paper with the new book, Writing White Papers: How to Capture Readers and Keep Them Engaged .

—Michael A. Stelzner