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Include a buyer’s guide (part 4 of 4)

Part 3 of this article covered how to describe your recommended solution in generic terms. This goes a long way to persuading your reader using well-informed logic. Now it’s time to finish the job, with a buyer’s guide. A buyer’s guide is a short set of bullets that list what to look for in an ideal…

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Recommend a generic solution (part 3 of 4)

Part 2 of this article discussed how to destroy the credibility of every other way of dealing with a widespread problem. Now you can sweep them all out of the way with your new, improved, recommended solution. And you can do it without a sales pitch. Introduce your solution… generically Don’t jump in and label it…

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Demolish the competition (part 2 of 4)

Part 1 of this series discussed how to frame a white paper around a nasty industry problem. This builds rapport with your reader, holds their attention, and creates urgency. Next, you must destroy the credibility of everyone else’s way of dealing with that problem. Here’s how to do that. Step #1: List every alternative Include anything…

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Frame your white paper around a nasty problem (part 1 of 4)

In your next white paper, why not go back to square one? Why not start by describing the problem your offering was designed to solve? “It’s often effective to start by describing a predicament experienced by your target market,” agrees Marcia Yudkin in a recent edition of her Marketing Minute newsletter. “This creates rapport and sets…

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How to plan a problem/solution white paper

photo of yellow highlighter on the word Planning

A problem/solution white paper will generate more leads than any other flavor. It will also last longer than any other type of white paper. That’s because a problem/solution white paper describes an industry-wide problem that has never been properly solved. Then it uses facts and logic to promote a new, recommended solution to that problem.…

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