A More Effectve Call to Action

Get More Response From Your White Paper

White papers typically end with a few paragraphs describing the company’s products and services relevant to the solution, followed by a name and phone number or email of the company’s sales representative in hope of a response.

Most readers merely gloss over the part of the contact information since that’s what’s expected. Only if the problem is pressing or the generic solution really makes sense will a reader think about contacting your company.

To make a white paper more effective, you need to add a call to action that goes beyond merely providing contact information.  You need to offer something of value at no additional cost just for contacting your company sales personnel.

Provide Something of Value in the Sales Call

Offer some assessment or evaluation of sorts.  For example, if your solution is more energy-efficient heating and cooling using a geothermal system, you could provide your client’s customer with a cost-savings analysis.  Your rep would make a cost-savings estimate based on the volume of space in the building and current heating and cooling expenses.

By calculating the energy consumption of a new geothermal system for the customer’s building, the individual’s cost savings could be a significant factor in what final decision the customer could make.

Or if you provide ERM software, you can look at your customer’s operation and propose ways of improving operations.  Take a heavy equipment rental company.  Show how your software system can keep track of each piece of equipment in availability, maintenance schedules, etc.

Your client will see how he can better keep on top of things in his equipment rental business.

Your customer will see your sales rep. more like an “expert” or specialist.

Call it an assessment, evaluation, or demonstration, your client’s customers would come to expect something more than a just sales presentation.  The customer would see your rep not as just a salesman but an expert in your company’s specialty out to address your customer’s particular needs.  Potential customers would read the special report to the end and would more likely want to get in touch with one of your company’s field specialists – and welcome him with open arms!