Find out how to write compelling papers that technology buyers will read, keep and share - and move them to action. Contact us at http://www.technoledge.com.au for examples.

1. 6 steps to WHITE PAPERS your audience will LOVE
…and move them to action

2. What is a White Paper?
Gordon Graham …he wrote ‘White Papers for Dummies’ and 200+ WPs
A document containing narrative text
5-6 pages long in portrait format
Has an introduction or executive summary
Educational, practical and useful - not a sales pitch
Provides facts - not opinion

3. Why are so many so boring?

4. Not relevant Not engaging No new insights Disguised self-promotion
1. Because the content sucks
…great content is king. Crummy content is the joker

5. Lacks passion
2. Because the content…
…sound familiar?

6. No time to read, so they
•skim
•scan
•skip
Your audience is time poor
…help them. Don’t put up hurdles

7. 3 seconds to grab attention
30 seconds to fully engage
3 minutes to tell your story
1. Grab them: the 3-30-3 rule
…you’ve no time to waste

8. 3 an arresting
headline
30 an intro that grabs them
3 a relevant story
3-30-3: what they need
…grab them quickly & keep hold
CYBER SECURITY
How deluded are you?

9. Short paragraphs with lots of gaps
Strong headings & subheads
Strong quotes in call-outs
Key paragraphs highlighted
Graphics, charts & images
2. Use the right formats
86% of victims had evidence of breach
96% of breaches were avoidable
Verizon Business, Data Breach Investigation Report 2013

10. 3. Stick to the facts
White Papers must: inform educate illuminate
…and not promote (you or anyone else)

11. White Papers must be:
•well researched
•well referenced
•well focused
•objective
4. Follow the rules
…or they’ll have zero credibility

12. Speak to them in THEIR language
Write from THEIR perspective
Focus on problems that keep THEM awake at night
5. Focus on them
What’s in it for THEM?
…it’s not about you

13. Effective White Papers have
•Pace, direction & purpose
•Strong start, middle & end
•The power to engage & entertain
6.Tell a story
…they’re not just facts strung together like beads

14. 7. Be fearless
Show passion
Provoke them
Ask the tough questions
Take a stand or opposing view
Ooops! 2 more…
IT SECURITY ASSUME YOU’RE BREACHED
…bland is boring

15. 8. Target them
Segment your database & tweak content to:
•Vertical or niche
•Buyer personas
•Where buyers consume
•What format suits
this is where the gold is…

16. YES. Following these 6+2 steps, clients have increased White Paper downloads by 700% …and increased lead quality & quantity.
Does it work?
…ask us for examples

17. Call us
(02) 9909 0246
info@technoledge.com.au
Check us out
www.technoledge.com.au
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