White papers and case studies turn your leads into prospects

White papers and case studies attract leads–prospects for your business, who may become your customers. I’m sure you’ve seen some of the studies confirming that white papers and case studies are essential for attracting leads to your technology sales process. The reasons are pretty clear: The decision-maker in your prospective customer’s organization often does not have the technical knowledge to appreciate your product’s features and benefits.


“The white paper you wrote about our engineering documentation products served us very well. I attribute much of the success of our initial campaign to its educational value.”

—Eric Garland, Marketing Lead, Adobe

What’s the best way to help someone learn about your product? Actually, there are two important ways you can support the decision-maker’s exploration of your products:

  • White papers. These are 3-6-page documents that put the features and benefits of your products into terms that can be appreciated by non-technical people.
  • Case studies. Interviews with your successful customers telling of what your products did for them.

Your white papers and case studies should be written by someone who understands your technology and understands sales. I’ve created such materials for companies such as Autodesk, Bentley Systems, IBM, Adobe, Invidia, and many others.

Your technology deserves to be put forth in a way that your prospects can understand. I understand technology. I’ve written 11 books, founded high-tech publications (Computer Graphics World; Extranet News; The Bulletin of the CADD/CAM Institute; others), written regularly for publications such as MACHINE DESIGN, CAE Magazine, PC Magazine, Computerworld, and more.

I have written software and been CTO in startups. I’ve also been a public speaker, focusing on the clarification of technology for non-technologists to many companies and associations.

Your expectations are my priority: I meet or exceed expectations, in terms of timing and quality.

Call me to discuss your needs. Or email me. No obligation.

New recording: “What’s a GOOD Autoresponder?”

Go here to listen to this recording of a 20-minute teleseminar.

Recordings of teleseminars now available

If you miss one of our teleseminars or webinars, you’ll be able to listen to the recordings here. See the “Recordings” tab above? That’s where you’ll find them. No charge.

I just posted the first one. It explains what an autoresponder is, and why you might need one. If you have questions, or need help, click on the link in the left-hand column toward the bottom, to appoint a free call with me.

7 ways to get more customers TODAY

You’re blogging. You’ve fine-tuned your website. You are schmoozing at mixers and leads groups. Those are all great strategies for growing your business.

But what do you do to get more customers immediately? You need to break through to your customer, getting past their natural resistance to sales appeals–by making it worth their while. Here are seven actions you can take right now, that can get you customers and sales right away:

Customers are Ignoring You

Customers are Ignoring You (Photo credit: ronploof)

  1. Email your list of customers and offer them a free report, course, recording, or other gift for sending you two referrals. You know that selling something to a happy customer is much cheaper than acquiring a new customer. You can strengthen your relationship with your existing customers by giving them an opportunity to get a gift from you.Make it a valuable gift and put a time limit on it to get quick action.”Word of mouth” is the most effective form of advertising. Extra benefit: When people recommend you, they strengthen their own relationship with you. (Bonus: Even if you don’t have an affiliate program, offer your existing customer a commission on anything their referrals buy from you.)
  2. Exercise your social media presence. A great offer on Twitter or Facebook can bring immediate results.
  3. Create a press release and send it out. Create a new Facebook fan page, or a LinkedIn company page, and announce it. Hold a special sale of products or services; give it a “why” (it’s my birthday; I’m raising money for cancer research; you think of one). Be sure to include a special offer.
  4. Give your services away. “The first 3 people to respond get (an hour of my time, free; a second pair of shoes at 50% off; some other valuable product or service)!” People who enter into a relationship with you are likely to buy from you, either immediately in the form of an upgrade or an “upsell,” or later.
  5. Hold a raffle or a contest. Keep it short, easy, and quick, for faster results. Set it up so that you get names and email addresses and permission to send them an occasional email. (Don’t abuse this relationship; send valuable information at least 3-5 times before you make an offer.)
  6. Run a survey. People like to be asked their opinion. Ask questions that will help you understand your audience, and offer a discount or freebie to those who respond immediately. Use SurveyMonkey.com, FluidForms.com, Zoomerang.com, or similar service to create a free survey form.
  7. Telephone existing customers with a special deal. As in 3, above, come up with a “why”: “Hi, Bob! In honor of (my 12th anniversary, the Fourth of July, my son’s graduation) I’ve decided to offer my clients $50 off my usual detailing package. You can use it anytime, but you have agree on this call to get the discount.”

Work one or more of these into your daily or weekly marketing! Of course, you shouldn’t overdo it; you will probably lose credibility with your third “going out of business” sale. Keep it light. The results will accumulate over time, and pretty soon your new-business pipeline will be full.

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