As consumers become more resistant to direct sales appeals, white papers; promotional pieces in the guise of informational articles or reports; are increasingly alluring. And this exciting new book is the first to tell marketers across industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales.

Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers; and measure the results. Packed with practical illustrations, the book includes more than a dozen cases from such industry heavyweights as IBM, Comfort Control, Home Depot, and Engineered Software. It also illustrates how white papers effectively fit into successful Integrated Marketing Communications efforts to speak with one voice, be where the prospect is, and help the prospect find you.

Introduction


Chapter 1: The “Edu-Marketing” Revolution

Edu-Marketing Versus Traditional Marketing
Why White Papers Work
Reaching Prospects with Both Immediate and Future Needs
Positioning Yourself as the Expert
The Edu-Marketing Mindset
Common Objections to White Papers
Why White Papers Fail...and Succeed
Case Study: International Paper
Bait Pieces
Content as a Marketing Tool


Chapter 2: What Makes for an Effective Bait Piece?

Are Words Necessary?
Creating the Basis Document
     List Format
     Question and Answer Format
Choosing the Topic for Your Bait Piece
What Makes for an Effective Bait Piece?
Creating Your Content Matrix
     Building Your Content Matrix


Chapter 3: Your White Paper Marketing Plan

Step One: Determine Your Target Market
Step Two: Problem Identification
Step Three: Solution Identification
Step Four: Content
Step Five: Media
Step Six: Tactics
Step Seven: Schedule
Step Eight: Budget
Step Nine: Objectives
Step Ten: Measurement
Creating White Papers That Drive Sales
Coming Up with Ideas for Bait Pieces
Marketing to Technical Professionals
Marketing to Executives


Chapter 4: Creating White Paper Content

Assembling Your White Paper Team
     Finding the Right Writer for Your White Paper Project
The White Paper Writing Process
     The 10-Step White Paper Writing Process


Chapter 5: Writing Your Bait Piece

9 Characteristics of EffectiveWhite Papers
The 12 Most Common Technical Writing Mistakes
Writing Compelling Bait Piece Titles
Writing the Case Study


Chapter 6: Graphics and Production

The Ultimate Secret to Successful White Paper Design
The 14 Biggest Graphic Design Mistakes


Chapter 7: White Paper Alternatives

White Papers
Tips and Tip Sheets
Booklets and Pamphlets
Special Reports
Monographs
Resource Guides
Manuals
Audiotapes
     Audio Albums
     Power Packs
Videotapes
CD-ROMs and DVDs
Newsletters
Software
Seminars
Articles
Books
Teleconferences and Webinars
Content-Rich Web Sites
Blogs
Case Studies
     8 Ways to Recycle Case Studies
Tips on Using Testimonials
Brochures


Chapter 8: Using Direct Mail, Ads, and Other Lead-Generating Communications

5 Ways to Design Your White Paper So That Your Prospects
     Want to Get It
33 Ways to Get More Bait Piece Inquiries from
     Your Space Ads
Using Direct Mail to Generate Sales Leads
     Profits from Postcards
     Postcard Decks Are Great for Selling Bait Pieces
     Using Direct Mail for Trade Shows
Radio Commercials Can Get Your Phone Ringing Off the Hook
TV Advertising for Lead Generation
Generating Inexpensive Inquiries with Free PR
50 Lead-Generating Tips


Chapter 9: Edu-Marketing Online

Generating Internet Leads with Online Conversion
Planning the Online Conversion Series
Publish Your Own E-Zine
Building Your E-Zine Subscriber List Using “Safe Lists”


Chapter 10: Measuring and Improving Your Results

How They Did It
         CASE STUDY: Studebaker-Worthington Leasing’s Free Sales Training for Resellers
         CASE STUDY: Fortune Magazine and Multiple Premiums
         CASE STUDY: Money’s Starter Kit
         CASE STUDY: Steve McIntyre, The MFA Group
         CASE STUDY: Commercial Property Services
         CASE STUDY: Hewlett-Packard Oscilloscopes
         CASE STUDY: Canon® Workstation
         CASE STUDY: Tektronix Free Bright Ideas Book
         CASE STUDY: The Million-Dollar Pool Builder
         CASE STUDY: Ghostwriting Articles for Trade Journals


Appendices

Appendix A: Resources
Appendix B: Model Documents

Bob Bly has to be one of the greatest marketers . . . a true master. I offer as evidence: “Edu-Marketing,” the key idea behind The White Paper Marketing Handbook. Edu-Marketing is one of the most important strategies for marketing to a business or technical audience today. I’m proud to say that I have been a “student” of Bob’s for almost 20 years  . . . yet I have only met him once in person. How did I learn so much? Through the solid guidance of educational materials he has sent me as a practitioner in the science of Edu-Marketing. It works—and I’m living proof! I’m happy to say I’ve already picked up a bunch of new ideas from The White Paper Marketing Handbook.

Al Bredenberg
Broad Mountain Associates, LLC Strategic Consulting

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Bob’s done it again! This is the most comprehensive and only one-of-its-kind reference book on writing powerful white papers. Don’t write another white paper until you’ve read Bob’s book.

Joan Damico
Copywriter & Integrated Marcom Consultant
J. Damico Marketing Communications

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Bob Bly, consummate expert in business communications, adds this worthy volume on “white papers” to his long list of books packed with excellent advice. Follow Bob’s crisp writing and comprehensive step-by-step recommendations to beef up your sales with the powerful “edu-marketing” approach.

Bob Donath
B2B Marketing Consultant and Writer

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Much of our success is attributable to giving our clients and prospects free relevant information. We sponsor free multi-day client conferences, publish white papers, special reports, books and booklets. As such, we are disciples of what Bob Bly calls “Edu-Marketing.” This practice lends significant credibility to our consultative selling and, as such, we can’t do enough of it. Now comes Mr. Bly’s new “how-to” masterpiece, The White Paper Marketing Handbook, and it is a cornucopia of compelling Edu-Marketing strategies and tactical advice that will help us continue growing as trusted advisors to our clients.

Ralph Drybrough
Chief Executive Officer
Merit Direct

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Robert Bly’s advice is reliable and can help give a marketing professional an edge in today’s competitive environment.

Michele Favaro
Director of Public Relations
Passlogix

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Bob Bly’s mastery of the nuances of B2B marketing is second to none. He has deep, personal experience with every strategy and technique he shares in this meaty, incredibly detailed, totally up-to-date volume. What’s more, his book is highly readable—no surprise since Bob is one of today’s most successful and gifted marketing copywriters. This White Paper Marketing Handbook will be at arm’s reach on my bookshelf—I know I’ll reference it often!

Susan K. Jones
Partner
The Callahan Group, LLC
Professor of Marketing
Ferris State University
Author of Creative Strategy in Direct and Interactive Marketing

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At first glance this looks like a niche book. But it’s a lot more. It’s an entire course in marketing, which in a way makes sense, since the central subject is “edu-marketing.” And who better to write about than “Professor” Bly?

Rick Kean
Executive Director
Business Marketing Association

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With this book, companies will be able to reach new customers for a whole lot less money than any other method I know of. Not only is this a terrific guide to marketing to executives, engineers and B2B professionals, the tips on content creation, article writing, publicity, white paper alternatives and case studies are all worth the cost of admission. In fact a freelance writer could build an entire consulting business just by following the advice in this book—and they wouldn’t be selling mere writing services to their clients, they’d be selling hot prospects. For the sales driven company, what could be more valuable than that?

Perry Marshall
Perry S. Marshall & Associates

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I have a big problem with The White Paper Marketing Handbook. I didn’t write it. Bob not only proves that information has replaced boasting and bombast as the most powerful marketing tactic. He shows, with examples, checklists, recommendations and expert opinions—and 10 contemporary case studies—how savvy “edu-marketers” can attract new business by giving away free information.

Alan Sharpe
President
Sharpe Copy Inc.

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Bob Bly has done it again. A highly valuable contribution to the world of business-to-business marketing. With some groundbreaking new concepts, like “edu-marketing,” and “bait piece.” I’m just sorry he didn’t write this for us 5 years ago.

Ruth P. Stevens
President
eMarketing Strategys
Author of Trade Show and Event Marketing