In this blog article we'll pick up from where we left off with how to craft a white paper that positions your business as ‘the authority’ and gets qualified prospects to ‘put their hand up’. If you have not done so already, it might be an idea to read the first blog entry and second blog entry I have done in this series.
Example 3#: A white paper for the ages
As a business owner you'll no doubt identify with the white paper title and content we created for Sheridans Accountants and Financial Planners. More specifically, the principal of Sheridans created the content. Our task was to help mould it into a ‘marketing tool’.
Example 3#: A white paper for the ages
As a business owner you'll no doubt identify with the white paper title and content we created for Sheridans Accountants and Financial Planners. More specifically, the principal of Sheridans created the content. Our task was to help mould it into a ‘marketing tool’.
As you’ll see, the white paper asks the questions business owners are thinking, and gives simple solutions to those questions. Each of these solutions is then supported with case studies and statistics taken straight from their client files.
Importantly too, the white paper provokes the prospect into thinking about different ways they can increase their profit, grow their business and build their asset base. Or to put that another way, to quantify the things they’re MISSING OUT ON now.
And of course the solutions eloquently showcase Sheridans' unique service and standards WITHOUT being ‘salesy’.
Being able to highlight your strengths through the medium of asking the right questions is a very powerful skill in creating a white paper.
However, a word of warning. Remember, the white paper must not look like a brochure for your business. The white paper must be a document designed to be genuinely informative, not simply to try to sell your services. It is best to imply the wisdom of using your services through your case studies to demonstrate how you do business. That said, your white paper must still have a call to action at the very end.
Importantly too, the white paper provokes the prospect into thinking about different ways they can increase their profit, grow their business and build their asset base. Or to put that another way, to quantify the things they’re MISSING OUT ON now.
And of course the solutions eloquently showcase Sheridans' unique service and standards WITHOUT being ‘salesy’.
Being able to highlight your strengths through the medium of asking the right questions is a very powerful skill in creating a white paper.
However, a word of warning. Remember, the white paper must not look like a brochure for your business. The white paper must be a document designed to be genuinely informative, not simply to try to sell your services. It is best to imply the wisdom of using your services through your case studies to demonstrate how you do business. That said, your white paper must still have a call to action at the very end.
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