Karen has written white papers for clients in multiple industries. Her pieces seek to engage while informing, leading the reader from problem to solution without being overtly "sales-y." Here are a couple of her observations on the white paper's role in marketing and in building a strong, positive reputation between client and customer:
White papers can play a critical role in a business' marketing strategy, particularly when offered as part of the sales funnel. The goal of any white paper, in addition to providing useful information, is to present the client as an authority, with two primary aims: To build trust among potential customers and, ultimately, to drive sales.
An effective white paper carefully walks the line between a purely informational piece and a carefully tailored sales piece. It's not the place for heavy-handed, hard-selling. Instead, the aim should be to provide useful information that recognizes the customer's pain points or problems, demonstrates the client's authority, and then gently guides the customer toward a solution for that pain (the client's product).
A good white paper takes more time to develop than, say, a press release or blog post. However, Karen is able to accommodate quick turn-around times and tight deadlines; she also enjoys working with the client, incorporating their suggestions into the final product to achieve a paper that effectively communicates the client's brand and message.
Here at WriterAccess and for private clients, Karen has created white papers for clients in many industries, including:
- medical and health topics
- legal topics
- personal finance topics including credit and loans/lending
- real estate investing, buying and selling
- self-help and psychology
- naturopathic medicine and alternative medicine