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What Is the Difference Between a Tri-fold Brochure, Case Study and a White Paper?
I have never been a big fan of tri-fold brochures that attempt to convince me that I should buy a particular product or sign up for a certain service. These marketing materials tend not to be persuasive enough due to the fact that information has been crammed into a limited space. The customer benefits are not always obvious, contrary to emotional appeal – nice images, unusual fonts and unique paper may catch my attention, but not for long.
White papers appeal more to me as they provide logic through facts, statistics and quotes from end users or industry experts. They are not flashy, but usually filled with facts. For me, they are much more informative. I consider writing a good white paper a real art form as the author has to be a good researcher, persuasive essayist and a marketer all at once. At the same time, a good balance between the right amount of facts, images, quotes and often industry terms has to be achieved. Case studies tend to focus on customer stories and testimonials whereas white papers add a touch of credibility through unbiased information.
High quality content is becoming increasingly important as people crave useful information and have access to growing number of information channels before making buying decisions. All marketing materials should educate; therefore, business people, especially marketers, need to become avid readers and dedicated students to continuously improve their skills. I am planning to master the art of writing effective white papers in 2010 to deliver quality leads for my own business and customers. I encourage you to do the same. Good content leads to good customers.
Good place to start: White Paper Success Summit 2010, a live online event that will empower participants to attract quality leads and grow their business with educational white papers. I am planning to attend as the list of instructors is impressive. I would love to win a free ticket or two and you can too (until January 25th, 2010) – read more on the Content Marketing Revolution blog and stop by Michael Stelzner’s website.
From the Blog
- Why Your Company Needs a Social Media Marketing System in 2010 · January 23, 2010
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- How to Become a Good Leader – Should You Learn Acting First? · November 17, 2009
- Are You Fatigued by Facebook and Twitter? · October 15, 2009
- Grow Your Business With Proven Word of Mouth Marketing Strategies · October 12, 2009
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