Promote A White Paper – Do Not Pitch Your Product
The most famous example of the “White Paper Marketing Approach†is about a customer, who bought a drill.
Actually this customer did not want to buy a drill. He wanted the outcome. A hole in the wall. There is much to know and to write about “holes in a wall†Teach your prospect about holes and he will very likely buy your drill, because you did not pitch it to him. You provided valuable information on the solution first.
Usually you get terrific response, when advertising problem-solving information and you also build your credibility as a quality source of information, instead of “just another peddlerâ€. Make the prospect call you instead of cold calling them. Boost your reputation as industry expert and your phone will not stop to ring.
That’s the right way. That’s the smart way. It is not the only way, but by setting the buying criterion in your market, you can outperform all your competitors. A White Paper helps you to achieve this. Are you chasing your customer or are your customers chasing you? Which situation do you want to be in?
