The white paper advantage
Back in July 2015, an article published by MarketingProfs (original survey by CMO Council and the Netline Corporation) cited white papers as the #1 B2B content type for generating the best leads.
And another article on the Kissmetrics blog in Feb 2016 (original survey by Eccolo Inc.) listed white papers as one of the most influential marcom pieces when it came to making a buying decision.
Not to mention that white papers are often called the “king of content” and are regarded as one of the most powerful tools in a science company’s marcom strategy.
Well, in the highly competitive scientific industries, white papers can play a critical role in the marketing and selling process.
That’s because white papers work—and often surprisingly well.
In fact, well-written and effectively positioned white papers can build mindshare, generate leads, persuade prospects to shortlist your company and even help seal the deal.
And in an age where more scientific buyers are making critical decisions behind closed doors, your white paper is often the only “voice” you’ll have at critical points in their buying process.
So it’s no wonder most scientific firms are desperate for effective white papers.
So why don’t more companies benefit from white papers?
But here’s the problem: not every white paper is a success.
In fact, many fail to yield even a marginal return on investment and effort.
Not to mention that white papers are often the most challenging and most misunderstood marketing pieces around. Most companies just don’t have the time or the resources to get such a complex project off the ground.
So you might be wondering how you can ensure your next white paper delivers the goods?
Well, it’s simple.
To produce the best possible white paper, you need a plan.
It sounds obvious, but the reason most science and high-tech companies produce ineffective white papers (or can’t even get one started) is because they lack a white paper plan.
What exactly is a white paper plan?
In a nutshell, a white paper plan is a 4-5 page word document (1200 -1500 words) that lays out a frame of reference for your white paper. It gives you a rock solid foundation on which to build the full project.
Remember, every minute of planning saves 10 minutes of execution.
In fact, planning is so critical to the success of any white paper, it’s a required first step for any white paper I write.
What does the plan involve?
The first step is to get all project stakeholders on-board. I help you pull all these people together for a 60-minute conference call (while it’s not necessary for everyone to be on the call, all project stakeholders must sign off on the plan).
On the call, we discuss:
- Your objective for the white paper
- Your target audience
- Where your paper fits in the sales cycle
- List of all reviewers
- Subject matter experts for interviews
- Your budget
- Sources for further research
- SEO keywords
- The type of white paper best suited to meet your goals
- Possible titles
- An overview of the content
- The call-to-action at the end
Then I go away and think about your goals. Next, I start writing and polishing your white paper plan so it spells out all these details.
Discussing these details in advance and getting buy-in from all stakeholders ensures you set your white paper up for success… right from the beginning.
How much does it cost?
My fee for a white paper plan is only $750 (paid in advance).
For this price, you boost the odds of achieving your objectives and lower the risk of embarrassment from creating a piece that reflects badly on your firm.
In short, this fee ensures you get a plan that helps you generate more qualified leads and close more business.
What happens after the plan?
With the plan, you’ll also get my best recommendations and a firm quote for completing the finished white paper.
Of course, you’re under no obligation to hire me to do the full project after you’ve received your plan.
Afterwards, the choice is yours. If you want to outsource the writing to another writer, the plan is clear enough that anyone can come on board, take the plan and run with it to produce an effective white paper.
And it’s also detailed enough to allow you to write the full project in-house.
But, if you decide to hire me to write your full white paper, the $750 planning fee is subtracted from the total fee. In other words, if you hire me for the full project, you get the white paper plan for free.
Take the next step… today!
You can also view some recent samples.
When you’re ready to start planning your next white paper, email me at firstname.lastname@example.org