“Jim,” I said, “A whitepaper is not a message in a bottle.
It is not a plea for assistance cast upon the winds and the waves in hope that
someone will come to your rescue. It is carefully crafted to speak to your
ideal client and to make sure our expertise comes through along with a specific
viewpoint.”
“That’s easy for you to say,” he responded, “but once I get
it written I don’t know how to get it out there.”
“I hear you. Here are 10 ways to put it to work:
- Send
it out to all the folks you work with (clients, suppliers, prospects,
employees everyone you come into contact with) and urge them to pass it
along to someone that might benefit from it. - Get it
to any news organizations or PR services you have connected with. - Put it
on your blog and web site and mention it prominently. You might even build a
special landing page with video with a call to action and download form - Send
it to any print publications you believe might be interested. Try
suggesting an article based on the whitepaper, a segment of it or even a
series of articles based on the sections. - Talk
about it in our social media outreach. Make it easy for folks to get their
hands on it. That landing page would be a good way. Consider personalizing
landing pages for each social media you are using. - Are
there analysts in our industry or one you serve? If what you have to say
impacts their viewpoint, send it to them. - Do you
speak? Send it to the speaker’s bureaus or specific association targets
you have isolated. When you speak, offer it via download from your web
site. - Contact
blog syndicators and publications that have need of content they can send
to selected readers. - Offer
it to any association of which you are a member. That includes your local
or regional Chamber of Commerce - Use it
as an add-on and new contact sweetener in your email lead generation
program.”
“You make it sound like introducing a product”, Jim said.
“Pretty much,” I replied because that is what it really is.
You’re fond of calling it IP. Well, a Whitepaper, done well, is Intellectual Property and a new
product. It deserves that care and handling.
One more thing…. Follow up and ask for the order! ”
Are you ready to introduce a whitepaper?
Marketing Advice? www.JerryFletcher.com
Need a Speaker that knows how to motivate? www.NetworkingNinja.com