by Jonathan Kranz
“I’m not in the auto business, but I’m willing to bet that when engineers propose a new car model, they don’t fail to include an engine in their designs.
Unfortunately, I can’t say the same about many B2B marketers and their direct marketing strategies. I’ve seen too many creative briefs that had a great chassis?terrific messaging hooks, keen insight into audience desire?without the engine to drive it: an honest-to-goodness offer, a do-this-to-get-that promise. Instead, all that hard work invested in developing themes, brand distinctions and unique selling propositions sinks within this flaccid and all too common call to action: “For more information…””
– One of the subjects covered in this article is the use of white papers. For those of you who do not know what they are, they are formal documents, put out by a company to discuss a technology, process, marketing concept…and just about anything else. Thier main purpose is to increase a potential customers knowledge in a particular area so they can make an informed decision on a purchase (hopefully of your product or service). I just want to say that white papers work. I have decided on several occasions to purchase a product or service after reading a white paper written by the specific company. This is a case where a little effort can yeild fantastic results, especially when your product or service is new or complex and the customer may not understand the value that you are offering them. -ed.
P.S. (Jonathan Kranz has asked for me to mention that MarketingProfs.com is the original source for his article (although it is linked to prominently in the title and he is given credit as the author.)and to mention his website http://www.kranzcom.com. I must say that this is the first time I have been asked to do this since I started The Small Business Blog (TM) in April 2003. I would like to remind everyone, as stated in our policy, “Linking to your site (or article in this case…) is designed to help drive traffic to your site (again, article in this case) and as such we hope that the intrinsic value of this to you is apparent.” Thank you Jonathan and I hope this meets your requirements.)