• A map of the school
  
• A circle around the facility providing the shot
  
• The hours when shots were administered

The result - A HUGE 900 percent improvement! A remarkable 28 percent of students got the tetanus shots, up from only 3 percent.

Fast Forward to Today

Calls to action occur in traditional advertising all the time. Think of "Come in for a fr-ee test drive" or "The first 10 callers receive a fr-ee paring knife."

When it comes to white papers, you can develop action requests around the following:

• Purchasing a product
  
• Registering for a newsletter
  
• Scheduling an appointment
  
• Visiting a website
  
• Calling a sales representative
  
• Offering access to special content
  
• Providing a coupon or discount

Take-home message: A clear call to action at the end of a white paper or any persuasive document WILL increase the likelihood readers will act.

YOUR ACTION: Visit my blog and tell me what you think. http://www.writingwhitepapers.com/blog/2006/10/04/tetanus-call-to-action/

About the author: Michael Stelzner is the author of the book Writing White Papers: How to Capture Readers and Keep Them Engaged, founder of WhitePaperSource and author of nearly 100 white papers.

COMMENTS: Discuss this topic at WhitePaperSource Forum.

LINK TO THIS ARTICLE ONLINE: http://www.whitepapersource.com/writing/writing-the-call-to-action.html

OTHER USEFUL ARTICLES:

• Writing the First Page: A Simple Formula
• Dead Tree or Detailed Treatise: What is a white paper?

2007 WhitePaperSource White Paper Writer Survey ( top)

Do you write white papers? Your experience matters to us!

You are invited to participate in WhitePaperSource's second annual industry survey for writers of white papers.

If you have written white papers, please take a few short minutes right now to take part in this survey. Go to: http://www.surveymonkey.com/s.asp?u=25292717531.

As a bonus, when you complete the survey, you will be provided immediate access to the results.

Your answers to this survey will be instrumental in helping the larger world of white paper writers understand the challenges writers face and will provide you insight into how your fellow white paper writers handle issues surrounding the development of white papers.

Take the survey now at http://www.surveymonkey.com/s.asp?u=25292717531.

EXPERT INTERVIEW ( top)

Brian Carroll on White Papers and Lead Nurturing
By Nettie Hartsock

This month, we tapped Brian Carroll, author of Lead Generation for the Complex Sale and CEO of InTouch Inc., for insight into generating leads for the "complex sale."

WhitePaperSource: Talk about white papers and how they might be used to engage people in the complex sales processes.

Carroll: I believe a key strategy to winning complex sales is to engage the right people in the right companies early and often. I've written a number of times that educational content is an important critical tool for lead generation, especially when you have a complex sale.

WhitePaperSource: Explain the buying process for a complex sale and how white papers relate.

Carroll: I'm a big proponent of educational marketing tools such as white papers, because they allow you to reach people early in their buying process. Just remember they are "early" in their buying process.

In a complex sale, my experience is that most of the selling actually happens when the salesperson isn't there. I know there's a lot of emphasis on lead generation (that's a good thing), but getting a ton of leads doesn't mean that increased sales will follow.

After doing numerous lead qualification programs, we have found that only 5 to 15 percent of those who download white papers are truly sales-ready leads. So don't pass white paper inquiries to your salespeople until they're more rigorously qualified as sales-ready leads.

Lead nurturing is all about having consistent and meaningful communication with viable prospects regardless of their timing to buy. It's not calling up every few months to find out if a prospect is "ready to buy yet?" Lead nurturing about building solid relationships with the right people.

WhitePaperSource: How can companies capitalize on white papers and more education-based content to generate long-term sales and long-term customers?

Carroll: Demonstrating your expertise gives you an edge to combat commoditization by attracting more business and proactively building your reputation. This is especially important in generating positive word of mouth (WOM) too.

As an expert, people and companies will seek you out when they have problems. You'll evolve from a vendor that is simply selling products and services to being an expert who is selling value. If you're really good, people (some you don't even know) will start recommending you to their colleagues and peers.

Content is king in demonstrating your thought leadership and expertise. I've found that creating good content doesn't require a lot of budget, but it definitely requires time, a desire to learn, and a willingness to teach others what you've learned. Your actions demonstrate your thought leadership.

WhitePaperSource: What mistakes do companies make in regard to relying too much on white papers as a vehicle for sales?

Carroll: To be successful at generating leads for a complex sale, you can't rely on one specific tactic, but rather you need to leverage a portfolio of tactics. It begins with a mindset that sees lead generation as an ongoing conversation - with human beings - that's both multimodal and iterative. Not just a campaign.

WhitePaperSource: You also talk in your blog about having companies "unlock" their content, such as white papers and case studies.

Carroll: Despite recent data, advice, and studies to the contrary, many websites with good, relevant content lock it up behind registration pages or other barriers. This is the equivalent of shooting oneself in the foot. I encourage companies to consider sharing their information freely and trying to be a resource; otherwise the potential customers will likely find someone else who will.

WhitePaperSource: Can you define lead generation for our readership when it comes to utilizing the tool of white papers?

Carroll: Good lead generation identifies, initiates, and nurtures relationships with the right people, regardless of their timing to buy, until they are sales-ready leads.

We've found that when you provide educational content of any kind, it's important to follow up with a human touch; namely, follow-up phone calls. During each call, your goal is to be a trusted advisor, and not simply focused on whether the prospects are ready to buy. Ask why they downloaded the white paper. What questions were they hoping to get answered and how else could you be helpful? Can you send them other relevant and educational content?

WhitePaperSource: Great tips, Brian. Thanks for the interview!

About the interviewer: Nettie Hartsock is the managing editor of the WhitePaperSource Newsletter, and specializes in developing compelling interviews and case studies. She can be reached at nettie@whitepapersource.com.

COMMENTS: Discuss this topic at WhitePaperSource Forum.

LINK TO THIS ARTICLE ONLINE: http://www.whitepapersource.com/marketing/brian-carroll-interview.html

Last Months Interview: Nick Usborne on Copywriting Tips

REVIEW ( top)

What Is Northern Light and Why You Should Know About It?
By Larsen Grey

What if there was a company whose sole purpose was to provide researchers with an astounding depth and breadth of premium content for a wide range of business verticals?

Enter the Cambridge, Massachusetts-based company, Northern Light, established in the early 1990s. Northern Light offers search and content integration technology solutions for enterprises and individuals.

We originally looked at the company for its white paper network, but what we found was a powerful tool for independent marketers and writers to use for gathering very focused research and improving time efficiency in their search process.

While we've all become accustomed to using Google, Northern Light offers a time-saving alternative built through well-established content partnerships.

Northern Light features licensed content not found elsewhere and websites that are hand-selected and vetted by the company. There is no advertising on the site, no pop-ups, no paid inclusions and no text ads.

The content available in the "Business Research Engine" covers multiple industries with articles, news stories and reports that provide up-to-the-minute commentary and perspective for researchers. In addition, the engine includes over 100 million pages from the Business Web of over 22,000 websites.

The engine also includes over 5000 white papers. The white papers are delivered in a joint partnership with TechTarget and are then combined with Northern Light's other content.

Northern Light holds over 1.3 million articles from over 1400 premium publications that are mostly industry trade journals. In addition, there are numerous case studies and other IT product information available.

For white paper writers and researchers, the tool provides a great ballast with which to anchor your in-depth research for a new white paper. If, for example, you do a search on the term "CRM" with the Northern Light Business Research Engine Journal Library, it expediently brings 10 hits from trade journals, including leading publications like ABA Bank Marketing, Customer Relationship Management magazine, Network World, Chief Executive magazine and CIO for you to review and use as source material.

"If you are doing analysis instead of trying to buy a CRM solution at this moment, the Northern Light list is much denser in useful information that features analysis, commentary and perspective," notes C. David Seuss, CEO of Northern Light.

For marketing and sales professionals who rely on web-based business research, this engine is a fantastic way to not only receive content quickly, but more importantly, cut through the ever-growing clutter of "content" in exchange for more relevant, actionable and timely analysis.

The company offers credit card subscriptions to access the premium content and features with a monthly subscription base of $9.95 or 24-hour day passes for $4.95. Northern Light also offers annual enterprise licenses available for $5000 for up to 50 seats and for $36,000 yearly for an unlimited number of users.

Fr-ee search engines equal hours and hours of research. Northern Light's offerings at a bargain rate of $9.95 a month, with higher relevancy and real-time news and research, equal what I would term as "priceless."

COMMENTS: Discuss this article at the WhitePaperSource Forum

LINK TO THIS ARTICLE ONLINE: http://www.whitepapersource.com/writing/northern-light.html

FEATURE STORY ( top)

Important Tips for Using White Papers in Newsletters
By Nettie Hartsock

Interested in how white papers can successfully be used with newsletters? This article will help you identify how newsletters can help generate interest in your white papers.

George Krautzel, President of ITtoolbox.com, recommends creating a recurring section of your newsletter dedicated to listing titles and descriptive abstracts of the most popular or newest white papers. "Subscribers will seek out these sections to find specific information," says Krautzel. In addition, if you opt for HTML format, you can employ a design element to make these sections easily recognizable as well, according to Krautzel.

Jim Logan, a B2B direct response marketer, thinks newsletters built around a theme work well.

"Let's assume you have a lead generation white paper that speaks to a particular concern or opportunity to generate new sales leads. In this case, your white paper becomes a great addendum to your newsletter, boosting the value of the edition. Likewise, because the white paper builds on the newsletter content, there's a greater likelihood of it being read. The basic assumption is the newsletter, white paper and reader interest are aligned," says Logan.

Logan also thinks abstracts should always be utilized and he encourages clients to create abstracts that open up with a question or make a bold statement. "This appeals to their curiosity and encourages them to read more," says Logan.

Krautzel also notes you have to know your newsletter readership. "By promoting white papers in newsletters that are specifically targeted to that audience, you will achieve better click-through rates, conversions and also ensure a positive user experience," says Krautzel.

Additionally, he recommends monitoring the performance of white papers in a newsletter to give you the flexibility to turn an underachieving white paper promotion into a success. "With minor revisions to the title, abstract, or call to action, the same white paper that performed poorly in one newsletter may perform better in subsequent newsletters," explains Krautzel.

Krautzel provided two sample abstracts from his newsletters that performed well in recent promotions.

• Improve Eight Key Business Processes
  The IT industry's dirty little secret has high-tech solution providers managing their businesses on spreadsheets, whiteboards and homegrown solutions. Learn best practices for automating and streamlining the eight key business operations.
  Click here to find out more.
  
  
• Five Reasons to Automate SAP Document Delivery
  Discover how to eliminate paper-based document delivery processes from SAP to reduce costs, improve revenue and support compliance. Read this white paper today.

"Similar elements used in both promotions drove high performance. Offering a numbered list indicates to the subscriber that the information they will find in the white paper will be easy to read and process. Additionally, the tone of each abstract, while information-rich and benefit-oriented, offers a teaser that entices the subscriber to take action to learn more. Finally, the call to action does not require any commitment from the subscriber in the way that 'download now' would, but simply offers them a 'what to read' or 'learn more,'" Krautzel said.

If you're ready to send your newsletter out with a white paper call to action, then be sure to apply these best practices as offered by Krautzel, for creating a successful white paper promotion in a newsletter:

1. The title line and first sentence of the abstract must grab attention.
2. Include a strong call to action.
3. Include a reply-by date whenever possible.
4. Benefits should be readily apparent, especially as space is limited.
5. Position the white paper as a solution.
6. Describe how this white paper will yield the desired benefit.
7. Use appropriate humor and/or relevant business scenarios to gain attention.
8. Leverage facts and statistics to support claims in the promotion.
9. Be specific; avoid using general themes.

If you market white papers in newsletters, we'd love to hear your tips. Email us at editor@whitepapersource.com.

COMMENTS: Discuss this article at the WhitePaperSource Forum

LINK TO THIS ARTICLE ONLINE: http://www.whitepapersource.com/marketing/white-papers-newsletters.html

CONTRIBUTED ARTICLES ( top)

Ethics in White Papers: Have You Crossed the Line?
By Russell Willerton

We all know that money makes the world go around, and it is important for our companies to succeed so that we can keep our health insurance, pay our mortgages, and put food on the table. At the same time, we should not let money cloud our thinking.

Enron. WorldCom. Tyco. These are a few corporate scandals that have come to light in recent years. In each case, we can see at least two problems that led to public corporate meltdowns: unchecked greed and a lack of ethics.

White papers enter the picture when we use them to attract customers and increase brand recognition; they serve to help keep revenue coming in. It is a challenge to write and distribute white papers responsibly without letting them become mere tools for amassing money.

The American Marketing Association (AMA) provides a statement of ethical norms and values for marketers. For this article, I thought it might be helpful to review AMA's statement's main points and consider how they might apply to white papers written for marketing purposes. (All direct quotes are from the "AMA Statement of Ethics," found online at http://www.marketingpower.com/content435.php.

The AMA's statement begins with three overriding principles, and the second is especially appropriate for white paper writers: "Marketers must foster trust in the marketing system. This means that products are appropriate for their intended and promoted uses. It requires that marketing communications about goods and services are not intentionally deceptive or misleading."

In other words, if corporate greed dictates how white papers are written, then writers might be pressured to overstate their company's qualifications, misrepresent their market share, or mislead readers about the benefits of a product or service. The pressure to increase the spin on a white paper can be great, especially in a competitive marketplace. By resisting that pressure, white paper writers can build trust within their markets and within their industries.

The AMA's ethics statement also lists six fundamental values to which marketers should aspire. These include honesty, responsibility, fairness, respect, openness and citizenship. Here's how these values apply to white papers:

"Honesty–to be truthful and forthright in our dealings with customers and stakeholders."

Certainly, the goal of avoiding misrepresentation falls under this category. Customers, competitors and potential investors do not only read white papers - industry watchers read them too. It is important to be honest with all potential readers. You can expect customers to appreciate and reward you when you treat them fairly. As one expert explained to me, many white paper readers have heard it all before, and they want facts; they can deal with the tradeoffs if you take an honest approach, but trying to pull the wool over someone's eyes isn't going to work.

"Responsibility–to accept the consequences of our marketing decisions and strategies."

When you write a white paper, you are telling the world what you think a white paper is. Resist pressures to compromise the integrity of what a white paper should be - it is not a collection of fluffy, feel-good statements, but a factual, essay-like presentation of information.

"Fairness–to try to balance justly the needs of the buyer with the interests of the seller."

We can see how the previous values of honesty and responsibility overlap with this one. In discussing fairness, the AMA mentions that it is important to avoid conflicts of interest. Third-party white papers could be used to present an appearance of objectivity when, in fact, that company is providing work-for-hire. For example, if the "Zip Company" publishes a white paper about Acme products, Zip should clearly state whether it has any connections to Acme. There are many ways in which a white paper (or any other document) might create a false impression, but that approach could ultimately backfire. As one white paper writer once told me, her company's telecommunications audience was so smart, they couldn't be fooled even if the company had wanted to; instead, the company made its case as openly as possible.

"Respect–to acknowledge the basic human dignity of all stakeholders."

The AMA points out that marketers should avoid stereotypes, and that is sound advice. As you include examples or narratives in your white papers, remember that professions long dominated by men, such as IT, engineering, and software development, have become more diverse. The AMA also mentions acknowledging the contributions of others; be sure to clearly identify information that you have gleaned from other sources.

"Openness–to create transparency in our marketing operations."

This doesn't call for you revealing your company's intellectual property or comprising your competitive advantage. What it does mean, however, is that you should be specific and deliberate with the terminology you choose. Make sure that messages from your white papers aren't confused with promises you agree to in a proposal or statement of work.

"Citizenship–to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders in a strategic manner."

We live and work in a many communities - professional communities, virtual communities (such as the WhitePaperSource Forum) and physical communities. Charity and volunteer work might not necessarily involve writing white papers, but each of us can identify opportunities to serve and improve the communities where we work and live.

I don't yet know of any corporate scandals caused by white papers, and I hope I never do. By applying ethical principles through our writing and marketing practices, we can maintain our livelihoods without compromising ideals.

About the author: Russell Willerton, Ph.D., teaches technical communication at Boise State University.

COMMENTS: Discuss this article at the WhitePaperSource Forum

LINK TO THIS ARTICLE ONLINE: http://www.whitepapersource.com/writing/white-paper-ethics.html

WRITER'S RESOURCES ( top)

The Copywriter Underground - This blog is a great place for writers to get energized. The site includes excellent posts about all things copywriting AND examines marketing angles for copywriters.

RESEARCH CORNER ( top)

Google News Archive - For research, Google's newly announced news archive search can't be beat. Archived articles are available through Time.com, The Guardian, NY Times and news aggregators like Thomson Gale, Factiva, HighBeam Research and LexisNexis.

YOUR SOURCE FOR WHITE PAPER INSIGHT

Stay in-the-know on critical news in the industry with your subscription to the WhitePaperSource Newsletter. WhitePaperSource has more than 20,000 readers who are dedicated to writing or marketing white papers and is managed by Stelzner Consulting. Click here for sponsorship and advertising opportunities. Subscribe to the newsletter.

About Stelzner Consulting: Stelzner Consulting specializes in writing and producing white papers for high-technology organizations. We have written nearly 100 papers on topics ranging from artificial intelligence to homeland security. Our clients include Fortune 500 companies such as Microsoft, HP, SAP, Cardinal Health, FedEx, Monster and Motorola, as well as small emerging startups.