Apr
7
This post will highlight the Top Ten Mistakes in Writing White Papers. Today’s post includes #3 and #4.
Mistake #3 – No clear path for follow-up
What happens when someone finishes reading your paper?
Do they close down the .PDF file and then move on to something else? If your paper made even a small impression on the reader, most readers will want to learn more.
What is the next step you want people to take?
There should be clear action sequence that the customer should follow. Most people have a very loose approach when it comes to follow-up actions. They leave the paper as is and expect the sales team to follow up with the downloaded paper. Usually, this translates to potential sales slipping by.
Your actions can be varied. You could have them: go to a landing page, send an email, place a phone call, download a software demo. Something. Just make sure you tell them where to go.
If you don’t give the reader a clear idea of where to go, you are leaving the sale to random chance. By specifically telling them the next step, you guide the reader along, putting them one step closer to purchasing.
Mistake #4 – Not knowing the reader
How well do you know your reader?
You can probably tell me the title, the industry, and a few company names. That’s not enough. You need to know enough about the reader so you can create a connection with them.
Many companies use market research and sales date to broadly define their audience. The difficulty is, similar job titles are often commonplace, but the responsibilities are vastly different. Depending on the industry, the core job requirements could be different. By using broad strokes of data to define the audience, you are missing salient points about the reader.
You should have a great understanding of your reader. You should maintain detailed information that relates to job title, industry, specific duties, etc. You should know her job responsibility, know his hardships, and the worries on their mind. Who does he report to? What does he manage? What creates pressure and stress for him? What is his approval process? There are many, many more.
This understanding will allow you to focus on the reader and will create a stronger connection. When you know the reader intimately, you will produce better information and write in a way that is clear and concise. The best white papers create a deep, strong connection with the reader.
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