6 steps to white papers your audience will love

6 steps to

WHITE PAPERS

your audience

will LOVE

…and move them to action

What is a White Paper?

Gordon Graham …he wrote ‘White Papers for Dummies’ and 200+ WPs

A document containing narrative text

5-6 pages long in portrait format Has an introduction or executive summary Educational, practical and useful - not a sales pitch

Provides facts - not opinion

Why are so many so boring?

Not relevant Not engaging

No new insights Disguised self-promotion

1. Because the content sucks

…great content is king. Crummy content is the joker

Lacks passion

2. Because the content…

…sound familiar?

No time to read, so they

•skim •scan •skip

Your audience is time poor

…help them. Don’t put up hurdles

3 seconds to grab attention

30 seconds to fully engage

3 minutes to tell your story

1. Grab them: the 3-30-3 rule

…you’ve no time to waste

3 an arresting

headline

30 an intro that grabs them

3 a relevant story

3-30-3: what they need

…grab them quickly & keep hold

CYBER SECURITY How deluded are you?

Short paragraphs with lots of gaps

Strong headings & subheads

Strong quotes in call-outs

Key paragraphs highlighted

Graphics, charts & images

2. Use the right formats

86% of victims had

evidence of breach

96%

of breaches were avoidable

Verizon Business, Data Breach Investigation Report 2013

3. Stick to the facts

White Papers must:

inform

educate

illuminate

…and not promote (you or anyone else)

White Papers must be:

•well researched

•well referenced

•well focused

•objective

4. Follow the rules

…or they’ll have zero credibility

Speak to them in THEIR language Write from THEIR perspective

Focus on problems that keep THEM awake at night

5. Focus on them

What’s in it for THEM?

…it’s not about you

Effective White Papers have

• Pace, direction & purpose

• Strong start, middle & end

• The power to engage & entertain

6.Tell a story

…they’re not just facts strung together like beads

7. Be fearless

Show passion

Provoke them

Ask the tough questions

Take a stand or opposing view

Ooops! 2 more…

IT SECURITY ASSUME YOU’RE BREACHED

…bland is boring

8. Target them

Segment your database & tweak content to: •Vertical or niche

•Buyer personas

•Where buyers consume

•What format suits

this is where the gold is…

YES. Following these 6+2 steps, clients have increased White Paper downloads by 700% …and increased lead quality & quantity.

Does it work?

…ask us for examples

Call us (02) 9909 0246 info@technoledge.com.au

Check us out www.technoledge.com.au

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