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01.04.10 Attracting 'Ready To Buy' Customers With White Papers  By Michael StelznerFinding quality customers during tough times really is achievable! Studies show white papers remain the most effective lead generation tools, bar none. Prospects turn to white papers when making large purchasing decisions. These marketing tools are so powerful that corporations repeatedly pay up to $10,000 to professionals to craft them. But you don't have to spend a lot of money or hire someone else to put the power of white papers to work for you. Here's some repression-proven steps any business can take to attract great customers… 1. Embrace readers by talking about their issues. Actually write about your prospects' fears and frustrations. What are their problems? Lay it out in writing. Then go ahead and tell them how to solve their challenges. 2. Share your proprietary secrets. Don't hold back. Tell readers the very secrets that you'd normally only share with paying customers. The response will blow you away. It's often, "How much more will I gain if I hire this company or buy this product?" 3. Accept that your audience isn't a clone of you. Your readers don't think the way you do. Get inside their heads, meet their needs and use language that doesn't make you sound self-serving. Kill the fancy words, stop talking about yourself and simply speak your reader's language. 4. Use the movie trailer open. Your first words matter most. Craft an opening that sounds like a good movie trailer-it creates an interesting drama in the minds of readers without giving away the whole story, ensuring they keep reading. 5. Fire your silver bullet by writing a list only YOU can satisfy. When you use educational content, there's always the chance readers will compare you against the competition. You virtually eliminate your rivals when you tell readers how to shop. Generate a list of requirements that only your company can meet. The result: you provide great value your readers and help them filter out your competitors. Comments
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