Strategy Matters brings you news, tips and strategies for effective communications from Strategic Communications, LLC. We're committed to bringing you success through strategy. www.stratcommunications.com |
White Papers -
Sharing Knowledge, Gaining Credibility |
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In a world where information is prevalent - and often free - it's good to know that there is still a place for expert opinion and practical tips. White papers can be a great way for businesses, large and small, and for independent consultants, to share their expertise and gain a following.
But, while business owners may be experts in their own areas of specialty, many are not experts at creating content. Here are some tips that can help:
- Know your audience and the information that is important/beneficial to them. What are the pressure points for your target audience? What keeps them up at night? What wisdom do you have to offer to ease the pain?
- Know what you want to say. What is the key message you want to get across? Perhaps you have results from a recent study that would be of interest to your market. Maybe you're introducing a new product or service. Maybe you have some practical advice for your market on how they can save money, make money, make friends or influence people!
- Organize - based on your key message, what are some sub-points that support that message? Can those points be supported by facts, evidence and anecdotes?
- Provide practical, actionable information that readers can put to immediate use. Make it valuable.
- Don't forget a call to action. After reading your white paper, what would you like your readers to do - Call you? Subscribe to your mailing list? Order another product/service? Be specific.
Finally, support your brand! Make sure your white paper is consistent with the image you wish to convey - and professionally done in terms of grammar, spelling, style, layout, etc.
Still not sure you can - or want to - produce a white paper yourself? Strategic Communications, LLC, can help, at a price you can afford. For more information: linda@stratcommunications.com. |
| Twitter Tips
Interested in building a following on Twitter? Follow these tips:
- Find your focus. To become known for something, you need to avoid focusing on everything. Determine the point of your tweets and stick to the point.
- Share information of value. The more value you tweet, the more likely your followers will retweet your messages and your audience will grow.
- On the flip side - don't be blatantly self-promotional. You'll lose followers fast.
- Include your Twitter address in your email signatures and other communications - mine is @LinGPophal.
- Use services like www.twellow.com to find folks you'd like to follow.
- Respond publicly to questions posted by others - this is a great way to build your credibility and gain additional followers.
- Follow those who follow you (within your own comfort zone, of course).
- Have fun with it - the beauty of Twitter is you can learn as you go - and you can create multiple accounts to experiment with different audiences.
- But follow the rules. Are you up to speed on tweet ethics and recently released FTC guidelines?
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How Much Does It Cost? |
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It's a question that consumers will inevitably have and it's a legitimate question. Why then, do so many businesses and sales experts act coy when it comes to sharing their pricing?
In my opinion, in most cases it's a mistake to *not* talk price up front. While sales experts may say otherwise, this is an "inside out" POV that is designed more for the benefit of the seller than the buyer. And whose opinion really matters - the sales experts' or your target audience's?
Consider your own buying habits. When you're in the market for something - anything - price is always an issue of concern.
Consumers can't really judge value without some consideration of out-of-pocket cost. Not providing a price - or being coy about pricing - can turn buyers off in many cases.
In an environment where there are generally multiple options available to consumers and their time is at a premium, anything you do to complicate the sales process creates a potential barrier that may cause them to look elsewhere. That includes not being forthcoming with pricing information.
I'm definitely more likely to engage if I know the price up front. I don't have the time, patience or inclination to play sales games which are imminently transparent. If you really have something of value to offer, why not "tell it all, tell it now"? What do you think?
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How can you use white papers to build your business, build your awareness and build your distribution lists? This free white paper offers practical tips and guidelines for creating - and repurposing - white papers.
Strategy Matters! |
| Offer Expires: 12/1/09 |
Two book updates from Strategic Communications will be released in November:
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