Yesterday, I shared a very important part of B2B Copywriting and high-tech marketing: writing to the Early Majority, otherwise known as pragmatists. These B2B buyers are very different from the first two market segments that preceeded them (the Innovators and the Early Adopters). So it pays the B2B copywriter huge dividends to understand the psychographics […]
As you’ve heard me mention before, you must know the purpose of your white paper before you ever write the first word. And for corporate white papers, that purpose is almost always lead generation. Your most-wanted response is for your prospect to be interested enough in the product or service you’re writing about to request more information. Information you’ll be happy to give them in exchange for their contact information.
That being the case, there’s only one place in your paper for a call to action…
Most of my white papers insist on an executive summary. An executive summary acts as a preface - a kind of overview of what the paper will communicate to the reader who reads the paper from start to finish. Personally, I think most white papers would be more effective without an executive summary. But if your customer insists on your writing one, here’s one mistake you want to make sure to avoid…
A white paper can wear many hats, and address different types of audiences.
As a technical resource, it can share functionality of a piece of software. It can also deliver highly technical information to architects and developers in a deep meaningful way. Or it can inform B2B buyers about the features of a big-ticket piece of […]
High-end B2B software costs a lot of money. A LOT of money. That’s why so many software companies hire battaliions of highly trained software sales people and sales engineers to sell their software. But regardless of how effective and motivated your salespeople are, they need something more to stack the odds of success in your favor. That’s why the most astute software companies sell more software by giving something away…
Eric Lynch is a B2B copywriter specializing in highly technical products and services. Check out his bio page, or contact him directly to make your next project a success for you and your company.