How to generate sales leads with white papers

White papers have been around for quite a while, but I’ve noticed that many businesses misuse the idea and get disappointing results.I think the reason is that many people don’t understand the distinction between marketing literature and a true white paper.Marketing literature, such as a brochure, is just what it sounds like. It’s literature intended to sell you something. It may be informative and interesting, but the purpose is clear. It works best when the person requesting the literature is curious about a specific product.A properly-written white paper, however, is not simply sales literature in disguise. It is intended to be an authoritative report or a guide focused on an important, relevant issue. It seeks to educate readers and help them solve a problem or make a decision.

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Paid, Earned, Or Owned Media: What Really Matters

Blog posts and webinars are proliferating about the distinctions between paid, earned and owned media. Some are calling it the “new PEO model”; an interesting twist came from one self-proclaimed earned media provider who offered a $5 iTunes cards to people completing its survey about PEO (begging the question as to whether the survey results could be considered paid vs. earned….what do you think?). The lines between the two are indeed blurry. Technically they’re defined as: But Grant Owens of agency Razor

Source: Paid, Earned, Or Owned Media: What Really Matters | Extole

The Influence of Technology on Copywriters

I recently contributed to a collaborative article to be published in a direct marketing newsletter. The article explores how technology has influenced copywriters and the art of copywriting. Here’s how I responded to the questions. Are you still doing the same sort of projects you did five years ago? A year ago? Six months ago? Actually, yes. I’m still writing long form copy. I’m still writing email campaigns. I’m still writing PPC ads and landing pages. But in the last year I’ve begun writing video scr

Source: The Influence of Technology on Copywriters – Business Growth Strategies

8 Ways to Think More Like a Publisher & Less Like a Marketer

You’ve probably heard us say this before: in order to be successful with inbound marketing, marketers must think more like publishers than like traditional marketers. Because one of the core elements of inbound marketing strategy is content , inbound marketers must constantly be creating content, much like a publisher does. Therefore, it makes complete sense that marketers could learn a lot from understanding how a publisher thinks. But exactly hows does a publisher think, and how can you apply this thoug

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3 tricks kids can teach you about getting people to say “yes” to almost anything

Today’s the big staff meeting and you’re running late. As you grab your briefcase and lunge toward the door, a little voice stops you cold.“Are you getting my toy tonight?”You feign ignorance. “Toy? What toy?”Your child smiles, face full of expectation. “The Power Space Commando Ninja Mutant Laser Brain Blaster!”Why do kids have such good memories? “I thought that was for your birthday. Besides I’ll be working late tonight, honey.”

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