At a technology-focused agency like DeLaune, we’re called on to create a lot of digital marketing assets. That means we think a lot about the ideal form of different collateral types—and white papers are a good example.
Focused, practical and digestible
The most defining characteristic of white papers is that they’re focused, practical, and digestible. Whatever their topic, even in the world of information-laden digital marketing assets,
As a young writer, the parable of the blind men encountering an elephant made an impression on me. The story is all about how someone without sight would interpret a being they encounter. Divorced a bit from reality by their lack of sight, the blind men had to rely on what they could feel.
First-time visitors to your website
Something similar happens when visitors visit your website for the first time—no matter that they can see and read.
Selling complex tech is always loaded with uncertainty, but some things are constant.
One is that your first step has to be catching someone’s interest. The best start is to tell a potential customer what you do and then ask for a sale. If that doesn’t work, tell them something else cool about you and ask for a sale.
And if that doesn’t work, your message might be off course.
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