| Do you use white papers in your marketing?
Are you happy about the new business they help attract?
Many marketing executives are disappointed at the results
from white paper lead generation programs. In spite of their high cost and drain on
company brain power, they often prove ineffective at bringing in new business.
Here Are 3 Main Reasons Your Lead Generating White Papers
Aren't Working...
Reason #1: Preaching to the choir...
By the time most prospects get your white paper in their
hands, they're already convinced they have a problem that you might be able to help them
solve it.
A much bigger prospect base is the group of people who have
problems that your offering can solve...but don't know about you or your solution yet.
They need your help in "getting their head"
around the problem and more fully understanding the implications of the problem continuing
unchecked.
This is a much more fertile hunting ground than prospects
who have reached a well-formed conclusion about their problems.
Reason #2: Cradle to grave...
Too many white papers attempt to over cover the subject at
hand from "cradle to grave."
This might be useful if you are going for a PhD in a
subject area, but not so good if you want to connect with a harried executive with lots of
problems to solve.
Heck, the harried executive often isn't even sure what
problem they are solving. Their first need is to more clearly understand what the problem
might be.
The "cradle to grave" approach usually gives them
so much irrelevant information that they can't see the gem of your wisdom, even if it is
in there!
Reason #3: Company focused instead of issue
focused...
Too many white papers boast!
They push product features. In a typical complex offering
(like software, capital equipment or high end services) there may be dozens to hundreds of
features and capabilities.
What most white paper creators don't realize is that there
are usually 2 to 5 key capabilities that make the difference for most of your prospects.
Continuing to blather on about all the other features is
like listening to a life insurance sales person gives you their 75 slide pitch. No wonder
prospects go back to reading their other email!
Pay Attention to Where the Opportunity is...
An effective white paper (paper, electronic or video)
should be your primary business power tool for attracting new prospects into your sales
cycle.
If you fail to follow my advice, you will have a weakness
in your sales lead generation process that will allow your competitors to easily plunder
your revenue stream.
It is at the very beginning of your complex sales cycle
that you are most vulnerable. Better to make the front end "bullet-proof" so
your best prospects get a clear and full look at your offering.
Don't Play "Catch-up"
When you have to track your prospect down in your
competitor's sales cycle you are really on the ropes.
If you avoid the three main white paper pitfalls, you will
bring in more prospects into your process. Your white papers will be a sales lead
generation success. And you will enjoy higher profits.
Maybe equally important, you won't experience the chaos
associated with a haphazard and unplanned sales process.
The choice is yours! |
