Free reports and white papers that educate your audience, while building a relationship with them are one of the most effective ways of building your credibility and attracting good quality clients.
Here’s why… It’s all about positioning.
Who finds whom first is very, very important.
Imagine these scenarios. It could be any two situations where there’s a buyer and a seller…
Scenario 1:
A buyer has a problem and needs to solve it. You get lucky and just happen to call the buyer right went they were looking. So you’re able to show him a solution to that very problem. But frankly, what are the chances of calling at just the right time and getting through?
Scenario 2:
Same buyer has the same problem and needs to solve it. He starts keeping an eye out for a solution. Talks to a friend, or notices an ad, or looks in the yellow pages, reads an article in a magazine – and hears about you. Goes to your website, downloads some good quality information that talks about his problems, showcases solutions and prompts him to call you to see if you can help.
Which situation would you prefer?
Obviously most would prefer the latter.
And there’s another factor that’s very, very important:
In scenario 2, you also have TWICE the chance of getting the buyer’s business as you do in scenario 1.
Why? Because the buyer found you first.
In the first scenario you were prospecting. In scenario 2 you were positioning yourself.
The buyer naturally has more respect for you in the latter because everyone knows you must climb the mountain to find the guru. Gurus don’t come down from the mountain hunting for disciples.
Free Reports or White Papers accomplish this positioning for you by providing helpful advice, demonstrating your capabilities and highlighting the benefits of working with you.
You can position yourself as an expert, win free exposure in the press, and automate more of your sales process than you ever thought possible.
Good white papers can be used for years and will bring you paying clients, time and time again.
Here are a few ways you can use them
- You can collect prospect contact details by offering the report as a free download on your website. This allows you to follow them up over time and keep feeding them interesting information.
- You can send them to a targeted prospect to warm them up and generate interest before calling them.
- You can leave a copy with a prospect after a meeting so they have a tangible reminder of what you can do for them.
And if you’re wondering, “Won’t the people that download the free report not need my company then?”
Your free report or white paper is designed to showcase your expertise and prove you can solve their issues. Your report does not solve their issues for them, rather it encourages them to call for more information.
Here are a couple we’ve written for clients.
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John Walker of RETIRE INVEST is a Certified Financial Planner in Sydney. John engaged our services to help him improve his marketing. As part of this process we recommended John specialise in dealing with Moving into aged care can be a very complex process – with major tax and pension ramifications. So we wrote a white paper detailing some of the issues that could be faced, case studies and how John could help navigate and project manage the process. This white paper forms the basis of John’s lead generation system and is given to prospective clients, referral sources (so they can give it away), listed on his website, handed out at seminars etc. Prospects read the white paper, get a sense for who John is and how he can help – and then call to make an appointment. Click here or on the image to download a copy. |
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Perenso has been a leader in creating sales force automation solutions specifically for Starting in 1994, they now have over 50% of the leading pharmaceutical suppliers in the country rely on their system to run their sales business more efficiently. Perenso came to us because they wanted to move into the highly competitive Fast Moving Consumer Goods area, but had no track record with these companies. One of the key elements in a comprehensive marketing system was a White Paper which explained the benefits of Sales Force Automation and Perenso’s specific solution. Aimed squarely at CEO’s and National Sales Directors, this white paper is used both as a pre appointment, after meeting and web lead generation tool. It’s proved to be highly effective as it positions Perenso as world leaders in their field. Click here or on the image to download a copy. |
So if you sell any kind of complex or technical product or service – if you have an elegant solution to a challenging problem – then a well-written, well-publicised white paper may be the missing link in your sales and marketing strategy.
Call us now on (02) 9499-7958 and we can create a free report or white paper that will encourage good quality prospects to call you.
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