Writing on the Web from Patsi Krakoff, The Blog Squad

White Papers: A Key Piece of Your Content Marketing, Especially Offline

I'm working on a white paper for one of my long term clients. I had a flash back: it reminded me of my first journalism assignment when I was a cub reporter for the San Diego Union Tribune. That was 50 years ago! I feel like I've come full circle back to my first job and first love: writing about people.

If you don't have a white paper you can use for your marketing, think about doing this. My client has plenty of web pages up and does a superb e-newsletter (I know this because I help him with his!)

But as he says, "My clients are CEOs and high-level directors of companies. They don't spend much time online. I need something tangible, printed, that I can leave behind after a meeting, or send to them before."

Recession-proof Your Business: Listen to What the Experts Do

(Please note: the following blog post is a promotional announcement about our January 09 CD sale. The CDs are offered at a 61% discount. The sale ends when supplies end, or when February comes around...)

"Every single money-sucking business problem you have is going to be resolved, one way or the other."

That's what I heard the other day, and it's true. Whatever your problems, with your business or your blog, things either solve themselves...or you aren't in business any more!

No business, no problem! I know, that's rather grim, but maybe you could use a little help so this doesn't happen...

Do what smart professionals do:  Get immediate professional advice and learn what you need to do differently:

• Get a healthy Reality Check on your situation...
• Fix the profit-leaks in your business, for your blog and all your content marketing efforts...
• Learn how the smart pros like Tom Antion, Joan Stewart and The Blog Squad are still reeling in leads and converting them to customers...
• And quickly get busy making your business work like crazy

Content Marketing for Consultants: How Michael got more business than he can handle

Many of the professionals I work with providing newsletter services (www.CustomizedNewsletters.com) are highly educated consultants and executive coaches who make their living by delivering information, coaching and training services to others in organizations.

In other words, they're independent service professionals who are hired by businesses to create great results: like my friend Michael who markets his business writing services to corporations. In 2003, Mike had a problem because of the economy at that time. Businesses were pulling in the reins on hiring outside consultants. Remind you of anything?

If this kind of story sounds familiar to you, read on. I want you to go look at a video where Mike tells his story of how he turned an economic downturn into more business than he could handle.

http://www.theblogsquad.net/wpvideo

I often ask consultants, "Besides your newsletter, what other ways do you market yourself and get clients?" Nine out of ten rely on word of mouth referrals from past clients and colleagues. Only a few are regularly using email, blogs or social networking methods for getting known and getting leads.

My suggestion?

Wishy-Washy Writing: Just delete these 5 words

This is worth reading and not just because it echoes my thoughts every time I read someone's blog writing that's too wishy-washy: 5 Words You Can Cut Out, from the Daily Writing Tip:

1. just
2. really
3. quite
4. perhaps
5. that

I have to add two:

1. maybe
2. very

Every time you re-read your writing, be on the look-out for these wishy-washy offenders and make your writing stronger, better.

What's the Greatest Online Marketing Challenge?

The Great Internet Challenge:
How to Get Your Business Found on the Web by The Blog Squad(tm), Patsi Krakoff, Psy.D. and Denise Wakeman. Go here to register to get the full report (no fee) with our compliments.

Flow for Your Landing Pages

Even if you're not writing a white paper for your business, you can use Stelzner's white paper writing tips for your sales pages, persuasive copy and advertorials. It makes your writing flow. (You'll need to read 'til the end to get a $10 coupon off Michael's white paper CD...)

I just got off the phone with a client in our mentor group. Karma Kitaj is a life coach with 30 years experience helping people achieve happiness and success as a psychotherapist. Like many solo professionals, she's bright, educated and experienced at what she does. But as a copywriter, well, let's just say she's in the early learning stages!

I reviewed her landing page for her life coaching business and used Michael Stelzner's white paper writing tips to improve the flow of the copy. Here's what I suggested:

1. Attention-grabbing headline (to be written after the copy is finished)
2. The Pain - what is the problem readers have? This needs to be written with strong emotions
3. The Generic Solution - how this was handled this in the past and why this isn't working anymore
4. The New Solution - What is life coaching and how do you know if you're ready for it?
5. What to look for in picking a life coach - 10 tips
6. The specific solution - Who she is and why she is qualified to coach life issues
7. An example of a life coaching client and the results obtained
8. Call to action - next steps on how to find out more about Karma and her services

White Paper Success with Michael Stelzner

Some experts just know how to deliver a quality seminar. Michael Stelzner gets a standing ovation for his live event in San Diego yesterday. He really knows white papers, and hardly stopped for air. He delivered non-stop, valuable information interspersed with exercises and still had plenty of time for audience questions.

I have to admit I don't always like going to live seminars, especially the ones with loud rock music and excessive group activities. I'm there to learn, not to chit-chat...and I love rock, just not in a seminar setting. Michael used classical music. And the food was delicious too.

Many of the participants were writers and eager to learn. And for good reason. Some are charged with writing their company's white papers. Others, freelancers, were eager to become proficient because white paper writers earn high fees.

A white paper can cost from $1000 to $6000, depending on the experience of the writer...(a good reason to gain experience, I'd say.) I'm working on our 2nd white paper now and can hardly wait to "bill" Denise $6000! (Well, since it's our 2nd one...)

During the event, we wrote an outline for a white paper of our own. I did one for Customized Newsletter Services, and just need to fill in the important parts. Here's Michael's suggested outline for

White Paper Seminar in San Diego

I'm attending Michael Stelzner's White Paper seminar on Mission Bay today. Wouldn't you know it, we're expecting rain. Here I had visions of lunch on the beach. San Diego only has a couple of days a year of rain, it's not fair!

I'll be working anyway. I'd like to write a new white paper to explain the benefits of Internet marketing, newsletters and blogs to executive coaches and business consultants. These professionals are our target audience for Customized Newsletter Services.

I used to do that kind of work in organizations myself, as a psychologist. I enjoy writing articles on leadership development and organizational issues, and every month I publish other people's newsletters and ezines using my content.

I need to explain how all that works, and the advantages to having someone else do all the researching and writing.  A good way to communicate that would be to offer a white paper that people can download off the website.

Denise and I already have a white paper called The Great Internet Challenge.  Since offering it, we've grown our database list of prospect by 600 names. It's a good read. Why don't you download it now?

Want to learn more about why white papers are effective for getting leads? Listen to the teleseminar we did with Stelzner a few months ago:

http://www.whitepaperleads.com/

No White Paper? That won't look good to prospects...

Don't be caught telling your next prospect you don't have one yet, when they ask to read your company white paper.

You must have a professionally written white paper that gives in depth information in your field if you want respect and credibility.

Want to learn how to write one yourself so you don't have to pay a high fee to a white paper writer?  Join me this Friday for Michael Stelzner's White Paper seminar in San Diego at the Hyatt Islandia on Mission Bay.

To learn more, read my previous post here with all the details including a registration link. (Tell Michael I sent you and I'll buy you a frappucino...)

P.S. It's a great excuse to come visit me in San Diego and stay on beautiful Mission Bay at the Hyatt..

White Paper Seminar in San Diego: last day for discount

Don't be caught telling your next prospect you don't have one yet, when they ask to read your company white paper.

NEWS FLASH: You must have a professionally written white paper that gives in depth information in your field if you want respect and credibility.

Want to learn how to write one yourself so you don't have to pay the high ticket price to a white paper writer? Today (Wednesday August 22, 2007) is the last day for the early-bird discount for Michael Stelzner's White Paper seminar in San Diego, on September 21.

To learn more, read my previous post here with all the details including a registration link. (Tell Michael I sent you and I'll buy you a frappucino...)

P.S. It's a great excuse to come visit me in San Diego and stay on beautiful Mission Bay at the Hyatt...