You’ve decided to write a white paper because you’re a serious, deep-thinking, knowledgeable consultant. How do you make that effort yield eager clients lining up to work with your consulting firm?
You know you can attract clients to your consulting firm with well placed, pithy articles. A good book is worth its weight in speaking opportunities and, ultimately, clients. What about white papers?
White papers sit somewhere between articles and books. They’re in what could be called the Goldilocks zone… if the bears had eaten Goldilocks when they found her. In other words, the jury’s out on white papers as a marketing vehicle for consulting firms.
Superlative white papers require significant investments of time and resources to research, write, and design. They’re also harder to distribute than books and articles.
Don’t dismiss them out of hand, though. Some topics are too meaty for an article. I’ve seen numerous consulting firms attract clients with white papers, and one white paper I wrote when I first started Ascendant drew a steady trickle of inquiries for years.
Plus, some executives (and U.S. Presidents) don’t read books.
How do you cook up a white paper that is gobbled up by your prospective consulting clients like a scrumptious appetizer, leaving them even hungrier for your services than they were before?
My initial list or tips contained 15 guidelines. I’ve cut the list down to nine and left a spot for you to contribute your wisdom.
10 Tips to Write the Perfect, Client-Attracting White Paper
Text and images are © 2020 David A. Fields, all rights reserved.