ClickInsights: Tips on how to incorporate call to action in your white paper


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ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predicitions. We also ask for their suggestions on what reports, whitepapers etc to read to keep abreast with latest trends in their industry.

By creating and distributing a white paper you educate and inform your target audience. However, there is also a goal that you are trying to meet. What is that goal? Do you want you readers to buy your product? Do you want them to sign up for a seminar? How can you persuade your customers and prospects to take action? Do you call out a specific action that your prospect has to take after reading your white paper? We have invited White Paper Experts to shed light on the following question: What is the best way to incorporate call to action in a white paper? Read on to get their insights.

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ClickInsights: Tips on how to incorporate call to action in your white paper

  1. 1. CLICK DOCUMENTS Tips on how to incorporate call to action in your white paper Compiled By: Ambal Balakrishnan
  2. 2. STEPHANIE TILTON Lead Prospects Down the Path At the end of your paper, include a call to action that guides the reader to the next logical step. The intended audience for the white paper – including where they are in the buying cycle – will determine your recommendations. For example, if the readers are business decision makers at the beginning of the buying cycle, you may want to encourage them to sign up for a webinar or to download a customer case study. Whatever you suggest, spell out how the prospect will benefit by responding to the call to action. Blog Savvy B2B Marketing | Twitter StephanieTilton
  3. 3. MIKE STELZNER The best call to action is compelling to the reader A clear call to action at the end of a white paper or any persuasive document WILL increase the likelihood readers will act. The best call to action is (1) compelling to the reader and (2) easy for the reader.  Thus, go here for a free sample is much more compelling then go hear to learn more. Blog Writing White Papers | Twitter Mike_Stelzner
  4. 4. JONATHAN KANTOR Design a Multi-Faceted Concluding Summary Blog WhitePaperPundit | Twitter Jonathan_Kantor Your concluding summary should be more than a simple ending to your white paper. It should incorporate several elements designed for the “skim reader”, someone that quickly flips through the pages of a white paper after the initial download, looking for key messages and stimulating visual elements.
  5. 5. JIM LODICO Without a strong call to action, the paper will fail to perform to its fullest potential Blog WhitePapersolution | Twitter Jlcommunication If by the end of your paper you've shown the readers a viable solution, offer to help. Provide a free analysis. Let them test your services with a free trial. Give them something they can use yet guides them along the next step of the sales cycle. Don't leave the reader guessing at what to do next, tell them. Remember, a white paper should demonstrate a solution to the readers' problem. Guide them in the next step to solving their problem.
  6. 6. GORDON GRAHAM Have your readers do something interactive Have you reader do something interactive. One possibility is an online calculator that shows them how much they can save, how their risk stacks up against industry norms, or any other numerical value you can think of. Another is to direct them to further white papers. Or you can invite them to a webinar, to view a recorded webinar, watch a short demo, or whatever. Your white paper should be built into your sales cycle, and help to advance a prospect one step along that path. Website ThatWhitePaperGuy
  7. 7. PHIL DUNN The paper itself should be one giant call to action A good white paper should be working on an entirely different level. You can certainly tag on a creative call to action at the end of the paper, but the paper itself -- if written correctly -- should be one giant call to action or "itch" that the reader wants to scratch. Ideally, the reader should put down the paper and call or email the subject matter expert (SME) contact at some point while they're reading. Blog QualityWriter | Twitter PhilDunn
  8. 8. Recommended Resources from Experts <ul><li>Blogs </li></ul><ul><ul><li>Michael Stelzner's WritingWhitePapers </li></ul></ul><ul><ul><li>Jonathan Kantor's TheWhitePaperPundit </li></ul></ul><ul><ul><li>Jim Lodico's WhitePaperSolution </li></ul></ul><ul><ul><li>Phil Dunn's QualityWriter </li></ul></ul><ul><ul><li>Bob Bly's CopyWriting </li></ul></ul><ul><ul><li>Savvy B2B Marketing blog posts about white papers </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>Michael Stelzner's Writing White Papers: How to Capture Readers and Keep Them Engaged </li></ul></ul><ul><ul><li>Bob Bly'sThe White Paper Marketing Handbook </li></ul></ul><ul><li>Others </li></ul><ul><ul><li>WhitePaperSource Online Forum </li></ul></ul><ul><ul><li>WhitePaperSource Newsletter </li></ul></ul><ul><ul><li>5 Steps to a White Paper that Pulls in the Perfect Prospect </li></ul></ul><ul><ul><li>White Paper FAQs </li></ul></ul><ul><ul><li>Who needs white papers anyway? </li></ul></ul><ul><ul><li>Tips on terrific titles for white papers </li></ul></ul><ul><ul><li>Tips on writing white papers as tips </li></ul></ul><ul><ul><li>How to use white papers to grow a healthy crop of leads   </li></ul></ul><ul><ul><li>How to Write a White Paper – A White Paper on White Papers   </li></ul></ul><ul><ul><li>Scribd for reference and distribution of white papers </li></ul></ul>