Top 7 Ways To Create Special Reports or White Papers, To Increase Your Credibility
By Christopher M. Knight
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Writing a "white paper" or a special report, is a great way to set yourself up as an expert in your field, and share valuable information with your prospects. Today, we're going to look at some of the rules of making these special reports, for maximum success and return on your time. :)
- Start with your end in mind. (tired of hearing this theme from me yet?)
- What is your end goal?
Do you want to find a way to increase sales, while reducing your cost to acquire those sales?
How many people do you want to impact with this report?
What distribution method will be best?
Who are you trying to impress and what is important to them?
- Make sure the layout of your special report isvisually pleasing, and very easy to read. (spell/grammar check it)
- What is the purpose of a special report or white paper? To educate and to sell the reader on some purpose or ideal. It's basically salespersonship (politically correct) in print.
- Keep your facts accurate, very brief and to the point. The denser your information, the more valuable and more likely to keep the interest of your reader. My point: Keep fluff out.
- Start with your headline. 95% of your readers will decide if they will read your special report based totally on your headline, so make it great and make it benefit driven.
- Get it on the web. When Emailing others, include your white paper URL (URL is short for your web address) in your SIG line of your Email or include the URL when promoting your white paper on Email discussion lists.
If no one knows about your white paper or special report, does it really exist? ;-) I'm being weird here, but my point, is that you should consider promoting it online and off line. Fax your special report to your existing customers as a gift of information, include it along with monthly invoices as you send them out, pass it out at trade shows, and keep copies of it available in your place of business at all times to share with prospects and clients.
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Article Submitted On: June 04, 1998