Surveys of technology buyers consistently name white papers as one of the most effective tools for influencing their purchasing decisions. Recent studies by Eccolo Media (1), and by KnowledgeStorm and MarketingSherpa (2) both put white papers at the top of the list, as the most sought-after, most influential and most ...
White Papers
Tips on creating white papers and marketing with them.
7 Quick Tips for Generating Leads With Free Information Offers
I’ve written several times on the value of free information offers (white papers, case studies, tip sheets, etc.) for generating leads. So today, I thought I’d give you seven quick tips on how to use those offers more effectively. Here they are:
1. Select a narrow target audience and focus ...
Call to Action: Separate the “Ready to Buy” from the “Maybe Later” AND Get a Response from Both
How do you separate prospects who are “ready to buy” from those who are “just looking”… AND get both to respond to your promotions?
The answer is simple: with a different call to action – or offer – for each group: a hard offer and a soft offer.
In this ...
How to Double or Even Triple your Lead Generation Campaign Response
Want to significantly increase your response rate and ROI from your lead generation campaigns?
Use a bait piece.
What’s a “bait piece”, you ask?
A bait piece is any information product you offer for free, as “bait”, to “lure” your prospects into giving you their contact information. It can be ...
Lead Generation through Anticipation
The Internet has turned us into an “I-want-it-NOW!” society.
It provides instant access. Instant information. Instant entertainment. Instant shopping. Instant dating. It has accustomed us to instant gratification of our desires.
It’s made us impatient.
And while the Internet has in many ways been a boon for advertisers, it has ...
5 Deadly Lead Generation Mistakes… and How to Avoid Them
In February, I participated in a seminar on writing and marketing with white papers hosted by white paper specialist Michael Stelzner. In one presentation he gave us, Michael discussed 5 mistakes that many businesses make when they use white papers, special reports and other free information products (or “bait pieces”, ...
12 Tips for More Effective White Papers – Part 2
Do you sell products that are cutting-edge, complex or expensive?
Do you want to generate quality leads? Grow your email list? Establish or enhance your company’s reputation as a leading innovator in your market?
Is your sales team asking for stronger “leave behind” materials? Are you looking for content that ...
12 Tips for More Effective White Papers – Part 1
In tough economic times, business buyers – like the rest of us – are generally resistant to spending money without good reason. Their anti-advertising defenses are at full alert.
So I thought this might be a good time to pass on a few tips about a tool that is specially ...
