Generating Leads With Compelling White Papers

Presenter: Michael Stelzner
Broadcast on Friday, February 08, 2008
Duration: 90 minutes
Cost: $129.00

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Learn to generate continuous leads with a single well-written white paper.

Do you need to drum up new business in 2008? Are you responsible for bringing prospects to the sales organization?

Leads are the fuel that drives business growth. In fact, acquiring new customers is the TOP priority of marketing professionals in 2008 (as reported in B2B's 2008 Marketing Priorities and Plans survey).

How can you lure a steady stream of prospects?

The answer: The well-crafted white paper.

Why? Because white papers are attractive to people early in the buying cycle.

Now you can learn the critical strategies to generating leads with effective white papers in this seminar with Michael Stelzner, author of Writing White Papers: How to Capture Readers and Keep Them Engaged.

This 90-minute presentation includes lessons from FedEx, Ikea, Yale, and more.

You Will Learn

• Ways to generate sustaining, long-term sales with white papers
• How to grab eyeballs with words
• The types of white papers and when to use each one
• Approaches to constructing your white paper
• Where to start: the planning steps, key elements of successful white papers, plus a sample outline
• Writing the critical first page: what's the formula for success ...and what to avoid
• How to write titles: Michael's "3-30-3 rule" and "3 U's formula"
• Crafting the call to action

About this Seminar

Who Should Attend: Any marketing professional that needs to generate higher quality leads and wants to establish the company as a thought leader.

About The Presenter

Michael Stelzner is an authority on the topic of writing and marketing white papers. He has written more than 100 white papers for many of the world's most recognized companies, including Microsoft, FedEx, Motorola, Monster, Hewlett-Packard and SAP.

Michael is executive editor of the 20,000-reader WhitePaperSource Newsletter, a monthly publication dedicated to helping writers and marketing professionals master the art of white papers. In addition, Michael trains corporations and professional organizations, and hosts a monthly teleclass on white paper-related topics. He has instructed major corporations, such as VeriSign and Qualcomm.

Check out Michael's blog at www.writingwhitepapers.com/blog/.

What Participants Said

Of the participants who evaluated this seminar, 100% would recommend it to a colleague. Some of their comments:

"I just finished writing my first white paper last month, and feel *considerably* better prepared for my second. A few company assumptions turn out not to be best practices."

"There was a lot of practical information - this seminar served as a good outline for someone like me, who does not write a white paper everyday. It's taken some of the fear out of getting started."

"If you are interested in the topic, the seminar thouroughly covered it. The Q&A part makes it even more worth while."

"This is a great seminar if you're wondering how you can better leverage your firm's white papers. I'm definitely guilty of at least two of the biggest marketing mistakes when promoting white papers, and I bet you are too!"

"The value was amazing. I had no idea I would gain so much actionable information in a 90-minute session. This seminar contained more meat than many full-day conferences I have attended."

"This helped give me a benchmark as to whether or not it was worthwhile to write a whitepaper in house or contract out. Also very helpful in determining how to edit existing papers to make them more marketable."

"This could really help us to be more competitive and generate more leads."

"Most practical and motivating MProfs seminar I've attended yet. Keep up the great work keeping the helpful content coming!"

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