April has created successful marketing materials for MERRILL LYNCH high net worth clients & 401(k) programs.
White Papers & Marketing
Selling business services or products today is harder than ever. It's a time of "information overload.' when every prospect is constantly bombarded with multiple messages. That's why you have to work harder than ever on every part of your B2B marketing campaigns. You probably already used blogs, email programs, and even direct. All these aim at increasing brand awareness through short messages conveyed with clarity and visual appeal.
White papers, on the other hand, have a different task:
They are based on specific need and deeper thinking. They persuade prospects to consider a purchase of your specific product or service based on their specific needs--and how you can provide a specific solution that is superior to that of other companies. How do White Papers do that? By clearly elucidating the problem or challenge the prospect faces, the potential solutions, and how your product fits into that. At the end of the paper, usually as an addendum, you may invite the prospect to consider your solution or ask for more information about it.
Sound like a "soft sell?" Well maybe, but it's still a strong sell and very persuasive. White papers are used by many companies and institutions with good results. Ask us for how your company may use this very effective marketing tool.
Samples to come