White papers are a powerful sales tool, says expert

Oct. 21, 2010 - PRLog -- Plainfield, Indiana - Companies offering products or services that are complex and that involves lengthy decision processes can improve their sales efforts by developing what's known as white papers, recommends veteran copywriter and marketing consultant Scott Flood of Scott Flood Writing.

"A white paper is an in-depth look at a particular issue that’s addressed by a company's product or service," Flood explains. "They're ususally created to influence the decision-making process. Typically, they describe a situation or problem, and offer convincing evidence that a particular solution offers the most sensible response." He notes that one industry publication recently conducted a survey reporting that 84 percent of businesspeople felt that white papers influenced their decisions about purchases, and 89 percent of respondents said they pass them along to others.

Flood cautions that one of the biggest mistakes companies make when creating white papers is designing them to be overtly promotional. "A far more effective and more convincing approach is to focus on facts, keeping the content fairly general," he advises. "Of course, the company gets to select which facts they’ll present."

He adds that an effective structure for a white paper is to begin with a short section describing the problem or challenge that customers face. Next, the paper can explore the different types of solutions that have been developed in response to the problem or challenge, with the advantages and disadvantages of each. "Then include a brief section talking about your product or service, and end with an even briefer sketch of your company. While it’s tempting to get into a lengthy discourse about what makes your product or service superior, doing so will destroy the credibility and impression of objectivity you’ve worked so hard to foster."

Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations.

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About Scott Flood Writing: We develop effective print and online copy for companies and other organizations.