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Bly White Paper Marketing Handbook

Robert Bly

9780324300826
230 pages
Racom Communications
Overview
THE "EDU-MARKETING" REVOLUTION HAS FOREVER CHANGED THE WAY MARKETERS SELL GOODS and SERVICES BECAUSE THEY APPEAL TO PROSPECTS' NEDD and DESIRE FOR INFORMATION-TO BE TOLD NOT "SOLD". THAT's WHY WHITE PAPERS HAVE BECOME AN INCREASINGLY POPULAR and EFFECIVE FORM of MARKETING. A WHITE PAPER LIKE A SALES BROCHURE IS INTENDED TO SELL OR HELP SELL A PRODUCT OR SERVICE BUT IT READS and LOOKS LIKE AN ARTICLE OR BOOK OR OTHER IMPORTANT PIECE of AUTHORITATIVE-and USEFUL-INFORMATION. THAT INFORMATION SHOULD HELP THE PROSPECT SOLVE A PROBLEM OR JUSTIFY A KEY BUT IT ALSO SELLS. AFTER OUTLINING THE KEY CHARACTERISTICS of a WHITE PAPER (OR"BAIT PIECE") THE AUTHOR GIVES A 10-STEP GUIDE TO BUILDING A SUCCESSFUL WHITE PAPER MARKETING PLAN. HE THEN EXPLAINS HOW TO CREATE CONTENT INCLUDING ASSEMBLING HIRE TEAM and CHOOSING THE RIGHT WRITER and WRITE COMPELLIN G WHITE PAPERS and BAIT PEICES. THEN HE DISCLOSES THE SECRET S of SUCCESSFUL GRAPHICS and PRODUCTION AS WELL AS THE BIGGE ST and MOST COSTLY MISTAKES and HOW TO AVOID THEM. HE THEN COVERS ALL THE DIFFERENT WHITE PAPER FORMS and MEDIA-FROM TIP SHEETS TO MANUALS AUDIOTAPES CDS NEWSLETTERS CASE STUDIES and FROM ADS and LEAD GENERATORS SUCH AS DIRECT MAIL and INFOMERCIALS TO ONLINE MARKETING MEDIA SUCH AS WEBINARS and BLOGS. HE CLOSES WITH TIPS ON HOE TO MEASURE and IMPROVE YOUR RESULTS. THE BOOK IS LOADED WITH CASE STUDIES and ALSO HAS ONE APPENDIX DEVOTED TO WHITE PAPER MARKETING RESOURCES and A SECOND FILLED WITH SAMPLE DOCUMENTS. TIMES HAVE CHANGED. BUYERS ESPECIALLY IN THE BUSINESS-TO BUSINESS ARENA BUT IN OTHER AREAS AS WELL RESENT BEING "MARKETED" TO. THEY WANT INFORMATION NOT SALES PITCHES. and NOW THERE IS A BOOK-THE WHITE PAPER MARKETING HANDBOOK BY ROBERT BLY-THAT SHOWS HOW YOU THE MARKETER CAN USE INFORMATION TO MAXIMIZE MARKETING IMPACT and RESULTS.