Comments on: The White Paper Outline Buffet: The Innovation White Paper http://ventajamarketing.com/writingblog/2010/07/the-white-paper-outline-buffet-the-innovation-white-paper/ For Marketing Managers Who Want More from Their Writers and Their Content Mon, 19 Sep 2011 21:00:08 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: John White http://ventajamarketing.com/writingblog/2010/07/the-white-paper-outline-buffet-the-innovation-white-paper/comment-page-1/#comment-422 John White Thu, 15 Jul 2010 15:38:24 +0000 http://ventajamarketing.com/writingblog/?p=1174#comment-422 Mark: Hooking readers back to a landing page with more resources is a good idea, but that is still in the rubric of "For More Information." I advocate a call to action that is more like "How to Follow Us," because that's where audience-building is headed. See the difference? Glad you're enjoying the series of white paper outlines. I have in mind wrapping an ebook around them eventually. John Mark: Hooking readers back to a landing page with more resources is a good idea, but that is still in the rubric of “For More Information.” I advocate a call to action that is more like “How to Follow Us,” because that’s where audience-building is headed. See the difference?

Glad you’re enjoying the series of white paper outlines. I have in mind wrapping an ebook around them eventually.

John

]]> By: Mark McClure http://ventajamarketing.com/writingblog/2010/07/the-white-paper-outline-buffet-the-innovation-white-paper/comment-page-1/#comment-421 Mark McClure Thu, 15 Jul 2010 14:00:47 +0000 http://ventajamarketing.com/writingblog/?p=1174#comment-421 Hi John, I'm enjoying this series of white paper tips and will have to print these out for ref... unless you've got plans to parcel them into your own paper? One question comes to mind from this sentence in your post: "In the pure sense of a white paper, they should refrain from naming their products, using the paper instead to build their own authority quietly." You mentioned the client's urge/need to have their widget/solution in the piece and gave a reasonable approach for meeting that desire. What do you think of having the white paper reference a landing page where other relevant info goodies await, including a free (but reg-required) webinar all about their specific products/solutions to the problems/issues raised in the white paper? When I was in the corp world I'd no problems accepting a tech soft-sell from a product/service vendor on a webinar. That's because Account Reps had already seeded the expectation that we'd learn much more about vendor A's solutions by attending. And, for the most part, we did. Can't the white paper play a similar but automated 'silent sales partner' role. One that mimics what the human does when pressing the flesh? Hi John,

I’m enjoying this series of white paper tips and will have to print these out for ref… unless you’ve got plans to parcel them into your own paper?

One question comes to mind from this sentence in your post:

“In the pure sense of a white paper, they should refrain from naming their products, using the paper instead to build their own authority quietly.”

You mentioned the client’s urge/need to have their widget/solution in the piece and gave a reasonable approach for meeting that desire.

What do you think of having the white paper reference a landing page where other relevant info goodies await, including a free (but reg-required) webinar all about their specific products/solutions to the problems/issues raised in the white paper?

When I was in the corp world I’d no problems accepting a tech soft-sell from a product/service vendor on a webinar.
That’s because Account Reps had already seeded the expectation that we’d learn much more about vendor A’s solutions by attending.

And, for the most part, we did.
Can’t the white paper play a similar but automated ‘silent sales partner’ role. One that mimics what the human does when pressing the flesh?

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