You know all the information about the problem you are solving, the technology you use, and the results you want to get or are getting. You can book a space at a trade show, print out some information and attract everyone who comes to your desktop. Have you got the sales you want?
A high-tech company spent a lot of money on its 86-page "white paper." When the door opens, they stack a stack of them on the table, and when the door is closed, there is still a stack of tables on the table. In the days after the show ended, they did not receive a call or email. Their investment in the incident had no return on investment, but they learned something valuable. Some materials were reviewed several times when 90% of the content was replaced in the half-page graphic on the first page. The graphic tells the story. The rest is simple. The rest of the content adds details. Later, the white paper flew out of the table, with phone calls, emails and sales during and after the event.
Not long ago, I wrote a book called "Hand it to' They are on the platter" to help those who sought help from me. Job hunting is marketing with human products. The principles of the white paper, the stadium and any marketing materials are the same. In each case, you need to know what your audience wants and needs, and let them know if you own it. Don't let them work hard to find out that you have the solution they are looking for! You definitely want to give it to the plate.
For different types of trade shows, you may have different white papers, but you don't want to overuse them. You are always thinking about the audience. A startup wants to reduce the printing costs of the 32 expensive marketing brochures they developed in a few years. A review of the material shows that there is not only a lot of redundancy; there is a lot of conflicting information. No two brochures look alike. For claims with different outcomes, if people only see one, this may not stop sales, but they will pile up many different brochures on the table every time and there will be more than one. They only did three types of trade shows - they only needed three booklets. It takes time, but you need to verify the facts and resolve the common "look and feel" in three booklets for three types of audiences.
The three-part formula can be an effective white paper.
- Tell your audience what issues you have solved in their definition.
- Tell them what your solution is and not "sell". Briefly explain your solution
- Tell them reliable, quantifiable results.
You will only mention your company name in one sentence and tell them how to get more information. Get those white papers to win customers for you! If necessary, ask an expert to help.
Orignal From: The white paper won the customer!
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