The chances are you want a white paper to help sell your product. That’s the end goal, right?
But here’s the thing. You need to be discreet. Subtle even, selling indirectly, covertly and quietly.
Too much product promotion and you will be left with nothing more than a sales brochure and you may well have lost your customers attention before the second paragraph.
Yet, done well a white paper can be hugely successful at generating leads and positioning you as thought leader in your field.
The key is to educate. Not sell. That way you can draw your reader in, leaving them wanting to know more without overt product promotion.
Once your white paper is written, then you can use it to sell. A well written white paper provides you with exactly the right type of content for promotion, and social media sites such as Twitter, LinkedIn and Facebook provide are all ideal platforms to share high quality content. It’s a simple, efficient and elegant way of getting your customers attention and drawing them in.
But don’t stop there.
If you have a product launch coming up all the better. White papers and product launches go hand in hand. They can help to improve your company’s reputation, boost your brand recognition, increase your SEO positioning and drive word of mouth marketing.
Worth the investment?
Most marketing experts would say yes, with over 80% of respondents in a recent marketing poll stating that white papers were a key resource for decision makers when investing in a product.
So remember, don’t sell, educate and let your white paper do the persuading for you.
I'm Anne Watkins, a freelance medical writer here to help you use medical white papers to boost your sales.