White Papers, Case Studies, Landing Pages, Emails, Press Releases…
Though White papers are my favorite and what I do best, I have dedicated my service to general B2B marketing, delivering what any business writing effort requires.
B2B marketing is different from consumer marketing. Purchasing decisions by companies are generally made by more than one individual, There are often meetings involved when considering a purchase.
Any writing for B2B markets is done with multiple decision makers in mind. Consumer-directed calls to action (e.g. click the [Order Now] button at the bottom of page) will not work in B2B marketing.
Deliverables like White Papers and Case Studies can be distributed among all involved in purchasing decisions.
Choosing The Right Writer for Your White Papers
A professional white paper writer knows:
- that companies and business firms make buying decisions differently from consumers. Purchasing decisions are generally made by groups of company workers.
- how white papers are written differently from sales letters for the consumer market.
For one thing, no overt sales rhetoric (e.g. “special offer” or “limited time”) is used.
- how white papers are part of the process of selling to businesses. One of which is they are distributed among individuals involved in purchase decisions.
- how explaining the science behind the solution in a generic manner not only positions your company as a thought leader or authoritative figure in the industry but also adds the element of implicit persuasion.
- That there are three types of white papers, one for each step in the buyer’s journey, from being unaware of your company’s solution to comparing your company’s solution with those of other providers, to those ready to buy. perhaps wanting to negotiate the amount of outlay (price). See Three Types for details.
Look over this site. Go to the Samples page to download some of the white papers I have written. The About page explains what white papers are in detail.
Check out the posts (links on the right site bar) on a more effective call to action and about the three popular white paper formats.
The Ordering Info. menu item outlines what information is needed to get started on developing a white paper for your company’s marketing operations.
Any Questions? Contact Me.