Don't just tell, compell


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  • Don't just tell, compell

    1. 1. Don’t just tell, compel<br />Multi-purposing white papers & case studies effectively<br />
    2. 2. Agenda<br />What is a white paper?<br />Write what works<br />Vary your authors<br />Reduce, reuse, recycle<br />What is a case study?<br />Dispense the facts<br />Less is more<br />Reduce, reuse, recycle<br />
    3. 3. What is a white paper?<br />Advocate a position or solution<br /><ul><li>Authoritative
    4. 4. Informative
    5. 5. Educational
    6. 6. Decision drivers
    7. 7. Make it universal </li></li></ul><li>Sample titles<br /><ul><li>The case for volunteers
    8. 8. Stewarding and retaining donors
    9. 9. 10 steps to an effective capital campaign
    10. 10. Developing and recruiting the right board of directors</li></li></ul><li>
    11. 11. Why do we use white papers?<br />Establish expertise and credibility <br />Discussa product or service<br />Reposition products/services<br />Tell a story<br />Create transparency <br />Drive website visitors<br />Driveengagement<br />
    12. 12. Forget the norm<br />Remember your audience<br />No right or wrong length<br />Avoid over-designing<br />Consistent voice<br />Develop a template<br />Facts not fluff<br />
    13. 13.
    14. 14. Vary your authors<br />Executive director or CEO<br />Mid-management<br />Specialists and those in the trenches<br />Consider contributors<br />Vendors<br />Partners<br />Board members<br />
    15. 15. Reduce, reuse, recycle<br />Blog post or series<br />Companion case study<br />Social media platforms<br />Develop additional collateral<br />Website content<br />Brochures<br />Sell sheets<br />Videos<br />
    16. 16. CliffsNotes<br />What: A position or solution <br />Why: Establish credibility and expertise <br />Write for your audience<br />Vary your authors<br />Repurpose your work<br />
    17. 17. Discussion & brainstorming<br />Where to start<br />Get a commitment<br />Set a timeline<br />What’s worked for you?<br />
    18. 18. What is a case study?<br />Share work<br />Highlight successes and results<br />Testimonials<br />Perfect for proposals<br />
    19. 19.
    20. 20. Dispense the facts<br />Who’s the client?<br />What was the challenge?<br />What was the solution?<br />What are the results?<br />What does the client say?<br />
    21. 21. Less is more<br />No more than two pages<br />Highlight facts<br />Focus on data and results<br />Avoid jargon and industry specific terms<br />
    22. 22. Reduce, reuse, recycle<br />Blog posts<br />Guest blog<br />Case study library<br />Social media<br />Develop additional collateral<br />Website content<br />Brochures and sell sheets<br />Videos<br />
    23. 23. CliffsNotes<br />What: Examples of the work you’ve done<br />Why: Share success and results<br />Keep it a simple snapshot<br />Don’t forget the data<br />Repurpose your work<br />
    24. 24. Discussion & brainstorming<br />Evaluate your client list<br />Cover all industries<br />Set a timeline<br />Work your relationships<br />
    25. 25. We’ll make your white papers our case study<br />Like what we’re saying but don’t know where to start?<br />Let us audit you (in the best way possible).<br />Mention this conference for acomplimentary half-hour consult. <br />Vicki Bohlsen<br />president<br /><br />@bohlsenpr<br />Cindy Dashnaw<br />senior publicist/chief copywriter<br /><br />@cdashnaw<br />Jason Gloye<br />senioraccount executive<br /><br />@jgloye<br />
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