International Marketing Review – The White Paper Summit 2009
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The White Paper Summit 2009
As you read in my post The Best Sales Tool In A Slow Economy, I am attending The White Paper Summit 2009 organized by Mike Stelzner from 3rd – 25th February.
White Papers are an essential tool for lead generation in many different types of industries. Most people think White Papers are confined to high tech industries and this often deprives them of a great sales tool. White Papers are also called Special Reports, Guides, Executive Briefings, Tip Sheets, eBooks and many other things. The one thing they have in common is a similar structure and purpose. White Papers provide the useful information buyers need to make their purchase without sales hype. They establish credibility and offer a logical call to action. White Papers are effective sales tools for sales where buyers need to think before they make their purchase.
White Papers began in B2B markets, but you can now find them in certain B2C and even Government to Consumer markets. In addition, White Papers are key elements to an international web marketing strategy.
The winners in today’s slow economy will be the companies that give themselves the tools to master the sales process in today’s content and customer centered marketing environment, whether this is international business development or not. This is why this week’s blog carnival presents articles by the White Paper Summit instructors.
Welcome to the 7 February 2009 edition of the International Marketing Review.
Gordon Graham presents 11 tips (+5 hints) on writing white papers as “tips” posted at That White Paper Guy saying “Try Googling a phrase like “7 tips” and you’ll see at least 100 million hits?!
Check out any newsstand, and you’ll find “tips” on the cover of most magazines.
Self-help books sell $2+ billion every year. And what is a self-help book, if not a series of tips?
Why do “tips” rule newsstands, bookstores, and the Web?
And how can you harness this compelling format to write white papers?”
Jonathan Kantor @Jonathan_Kantor presents White Paper Lessons Learned from the Big Game posted at White Paper Pundit saying “the single biggest football game of the year is now over, and sadly, my pick the Arizona Cardinals didn’t get to hold the Lombardi Trophy at the end. Congratulations to the Pittsburgh Steelers for a great game. The way that the Steelers performed during the game also represents several marketing lessons that today’s businesses can learn in our current economic environment.”
Roger Parker @Rogercparker presents Use my Website Persona Planner MindManager 8 template to describe web visitors & their information needs posted at Published & Profitable saying “Use a mind mapping template like my MindManager 8 Website Persona Planner when starting work on a new website, or when upgrading an existing website. Personas are planning tools that website designers and web usability experts use to plan a website’s content, design, navigation around the visitor’s needs.
As always, the advantage of a mind map is that it presents you with a way of creating a visual display of the characteristics, goals, attitudes, and information needs of your website visitors in a way that can be exported to one, or more, Word documents for sharing with everyone involved in your website.”
Peter Bowerman presents Who’s Got the Right to Say What a Creative Practitioner Charges? posted at The Well-Fed Writer saying “I’m a libertarian at heart, believing that people should be free to take or not take work, and no one should dictate the conditions under which that happens. You offered a “free market transaction”: people were free to respond or not, and for others to attack you and move to remove your post note, was wrong.”
Casey Hibbard @casey_hibbard presents The Audience That’s NOT Seeing Your Success Stories posted at Stories That Sell saying “When a business creates a fresh customer success story, it’s eager to get it out in the public for all to see.
The organization quickly loads it on the website and sends it to sales reps. Maybe they write a press release featuring that customer story.
But ultimately, that story only goes OUT into the public.”
Kevin Gault presents Case Study: “Old-School” Marketing Gets Results posted at White Paper Source saying “Many white paper marketers swear by the latest online marketing methods. They think an eye-catching online ad or a persuasive email captures customers best. A successful marketing firm, however, has learned that an “old-school” method can do the job better.”
Steve Slaunwhite @steveslaunwhite presents Should You Add “Case Studies” To Your Services List? posted at For Copywriters Only saying “Case studies now rank high on my list of the most fascinating – and lucrative – projects I handle. (I’m sure glad that client offered me the job all those years ago!)
If you’re unfamiliar with case studies, don’t worry. They’re really quite simple. A case study is just a fancy name for a customer success story – the tale of a happy customer and his or her experience using a product or service.”
Bob Bly presents 5 Steps to Greater Financial Security … AND a Better Life! posted at Bob Bly, Copywriter saying “No one expects bad things – and by bad, I mean catastrophically bad – to happen to them.
Yet terrible tragedies happen to people who didn’t expect them every day of the year.
You can’t take a vaccine to immunize yourself against ill fortune.
But you can prepare for disasters before they happen.
That way, when they strike, you – and your family – will survive … with the minimum hardship possible.
In particular, here are 5 things I think you should do now to protect yourself against future problems and headaches.”
Michael Stelzner presents The White Paper Summit 2009 saying “Earn an executive income creating ‘marketing white papers.’
Discover how to craft convincing white papers that help your clients succeed during an economic slump—all while earning you more money!
White Paper Success Summit 2009: A Live Online Event”
That concludes this edition of The International Marketer Review.
More International Marketing Reviews
- #47 – Easter 2009
- #46 – G20
- #45 – UN-Earth Hour Events On Earth Day
- #44 – World Water Day
- #43 – Flat Stanley travels the world
- #42 – English Tweeting Women to follow from Europe
- #41 – English Tweeting Women to follow from Europe
- #40 – Intercultural Encounters
- #39 – International Valentines Day 2009
- #37 – Social Media Changes and President Obama
- #36 – Social Media and the President
- #35 – Globalization and the Global Economy
- #34 – Cross-Cultural Encounters
- #33 – Cultural & International Links
- #32 – 2009 Predictions
- #31 – Christmas Meals Around The World
- #30 – Christmas Trees Around The World
- #29 – Santa Claus In Different Cultures
- #28 – International Christmas Shopping
- #27 – On Multicultural Matters
- #26 – On International Sales
- #25 – On Cross-Cultural Communication
- #24 – On Translations
- #23 – On Email Marketing
- #19 – International Business
Here is a complete list of International Marketing Reviews
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