White Papers: Not the Most Innovative Idea...
But A “Must-Have” for Successful Government Contractors
Did You Know...
Research concludes that executives examine an average of 30 white papers each year and more than half claimed white papers influence their buying decisions.
Research reveals that white papers are more likely to be read than reviews, analyst reports, product literature, websites, articles, blogs, on-line video, podcasts or case studies!
White papers are VIRAL in nature: 93% of readers pass along up to 50% of the white papers they download.
A white paper is extremely VERSATILE. It can be used as an educational (and rapport-building) download on your company's website, blog, through e-mail marketing, article marketing (promote it in your byline), as a hard copy at trade shows, as a leave-behind during a sales call and much more
A white paper positions you/your company as THE expert in your field. That position of expertise creates trust... trust underlies all relationships... and relationships lead to bid awards, sole-source work, and successful re-competes.
Through interesting, relevant and educational content, a white paper can serve to highlight the best solution (YOU) for the problems and needs of your government prospects and customers. And the best part? A white paper can do this in a way that builds rapport and trust.
Did you know the first white paper was written in Great Britain in 1922... and almost a hundred years later, we’re still writing them! Today’s white paper consists of a smooth balance of education (first) and marketing (second). "Marketing" is what differentiates the white paper from a long article.
Learning to persuade while informing is an art form and is inherent in the best of white papers. Companies that publish compelling white papers have a much higher than average impact on the decision maker than those who do not offer this "to the point" highly educational material.
What other marketing tactic do you know of that is so viral that almost 100% of the readers pass along up to 50% of what they’re reading? Time to get writing!
Learn more from these helpful short reads to improve your interaction with Government Officials.