09 Jan
If you’ve done your homework, you’ve probably heard the term ‘white paper’ at least once or twice. Maybe you even know about it’s goal of informing and persuading potential buyers.
But why exactly are they so popular? And most importantly, how can they help your business specifically?
Read on, and we’ll tell you.
Build Trust
There are two things that can blow even the best lead: not earning your client’s trust and pushing too hard for the sale. Fortunately, white papers can address both of these in one fell swoop. First of all, their whole purpose is help your readers solve a problem, which is an excellent way of building trust.
Also, even though it’s a great tool for creating leads and getting sales, the point is not to hard sell. People can be turned off by obvious sales material, so you’ll be presenting and addressing the audience’s problem more generically before slipping in your company as a potential solution towards the end.
Inform Your Audience
As we mentioned before, one of the white paper’s main objectives is providing information. You’ll introduce and identify a common problem within your niche. Then detail possible solutions, including the advantages and limitations of each.
White papers are an especially great choice if what you’re selling is particularly technical or expensive. This is your opportunity to explain to your buyer what it’s all about and why it’s worth it. Cut through their confusion and erase their doubts.
Persuade Potential Buyers
Now that you’ve expressed the problem and laid out everything you know about it, here’s your chance to slip in a mention of your product or service and what makes it the optimal solution. A white paper can be described as an article combined with a brochure. You want to pack it with great information, but you’ll also be working in sales language to get them wanting what you’re selling.
Did we mention that this is a very effective way of converting? Well, it is, and especially in business-to-business sales.
“A white paper can be described as an article combined with a brochure. You want to pack it with great information, but you’ll also be working in sales language to get them wanting what you’re selling.”
Generate Leads
But you don’t have to get the sale right that moment. There’s a reason white papers are considered such an outstanding tool for lead generation. Visitors to your site are highly likely to opt-in to your e-mail list, register for your newsletter, etc. to get access to your white paper.
Now they’re in the sales funnel, familiar with your brand, and the only thing left to do is convert.
Grow Popularity
Probably the biggest reason that white papers are so popular with businesses is because they’re so popular with consumers. They’re more likely to be read than any other content or info product out there.
They’re also highly viral, being passed around the office, to friends, to colleagues ñ if your paper is good, there’s potential for it to spread like wildfire among your target demographic.
By now, you’re probably busy imagining all the amazing benefits white papers can bring to your business.
The only thing left now is getting in touch. We’ll help white papers work for you.
