Are you offering something complicated? Take the trouble to explain to your potential client how to use it! They will hardly be able to understand the essence of your service, method, technology or product at first glance. Your goal is to teach and inform your target audience, to attract their attention. Later, when everyone starts using the product every day, the need for a white paper will disappear.
One of such innovative products was the personal computer, presented in the distant 1981 by IBM. A whole team of talented specialists struggled to create it. But the revolutionary invention would have been met by buyers very coolly, if not for the efforts of marketers, who patiently explained the essence of the product for a long time. During the presentations, a huge number of reports and thick stacks of technical documentation were used.
If you have managed to arouse the client's interest and he is ready to buy the product, give him all the necessary information about it!
Nowadays, desktop PCs and lebanon email list laptops, of course, still come with instructions. But we have become so accustomed to working on computers that even without instructions we understand perfectly well how to turn on a gadget, log into a social network, create a file, etc.
Is your product expensive?
Large expenditures are preceded by long deliberation. If we are talking about a corporation, such decisions are made exclusively by top managers, and sometimes even a special selection committee is created from employees of different departments of the company. They will ask a lot of questions, compare options, and evaluate the benefits.
Assessing the need for a White Paper for a company
And you can introduce your product to decision makers with a white paper! It already contains all the answers to typical questions.
At some point your product will become mass-produced and cheaper, and then any small business will be able to buy it. At that point, white papers will no longer be needed.
This long journey has been taken, for example, by laser pointers, which you probably played with as a child, and which the younger generation plays with now. These small devices can be bought for pennies today in any office supply or souvenir shop. It was a different matter in 1969, when the manufacturers of the first industrial lasers had to make huge efforts to promote their innovative invention. They wrote very convincing and informative White Papers and, in the end, achieved their intended goal.
If the product or service is expensive, justify this price in detail. Describe the excellent technical characteristics, convince the user that this product or service is exactly what is needed in his situation. In general, do everything to make it easier for him to make a purchase decision.
Today, lasers are used not only in pointers, but also in complex medical operations, scientific research, and industry. The supplier of laser equipment is chosen based on reputation, cost of products, and characteristics of the devices.
Even if your product meets only one of the parameters (high cost, uniqueness, complexity), and not all three, this is already a good reason to create a White Paper. The target audience will be pleasantly surprised by how competently you described the specifics of the product or service. And competitors, most likely, will not even guess to do something similar (if we are talking about Russian business).
An innovative, phenomenally valuable and useful product cannot sell itself without a market awareness campaign. White papers can help you do this elegantly and effectively.