3 Rules You Have to Follow While Writing B2B White Papers

6 Aug
2011
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A B2B white paper is a really powerful marketing tool when it is written the right way. You need to follow certain rules, when you write it, to make sure that it works. Below is a list of 3 rules you need to follow while writing a B2B white paper.

1. Keep the selling subtle: A B2B white paper works well only when the selling is kept subtle. The main aim of your white paper is to educate. You might think that this education focus will make readers just read the education bit and forget about the rest of the white paper, but this technique actually works well for a B2B white paper.

2. Never use testimonials: Testimonials are one of the most important components of direct marketing materials, but you should never use them in a white paper as it will never go with the white paper’s indirect, subtle way of marketing. Instead of testimonials you can use references and a case study within your white paper to improve credibility.

3. Never use call to actions: Calls to action need to be reserved for direct marketing materials and not the white paper as they too, like testimonials, don’t comply with the white papers indirect way of selling. You can have one or two lines with a subtle call to action like email us or visit our website, but you need to avoid using strong call to actions that will pressure your readers into using your services.

These three rules are the basic rules you need to follow while writing B2B white papers. These rules separate B2B white papers from B2C white papers. If you follow these rules you will be able to write B2B white papers which can attract vast amounts of companies to use your services.

To learn how to write B2B white papers read our free white paper “Understand and Write White Papers”.

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