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White Papers, Lead Gen, New Rules of PR and Marketing!

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This conference has flown by and by all accounts (all the smiling attendees) has really been a great success. Here are some quick tidbits and insights from today's programs.

Michael Stelzner presented, "Attracting Quality Leads with White Papers" and encouraged attendees to create reader-focused white papers instead of self-interest focused white papers. For white papers Michael has a first-page formula which is:
1. Identify the ideal reader
2. Summarize the challenge
3. Summarize the (generic)solution
4. State the goal of the paper.
Stelzner said to always think of the first page of any white paper as a movie trailer where you don't give away the plot but give enough information to have them buy the piece.
With the titles of white papers you want to focus on keywords, shorter titles, using numbers (7 Tips), and lively active verbs.
Stelzner also said an absolute is that every paper on the last page needs to have a call-to-action whether it be to encourage someone to register for the newsletter or call to schedule an assessment, it's key to give the readers something further to do.
The B2B lunch featured David Meerman Scott provided a rousing slide presentation of hilarious YouTube vids on what works in new media marketing. One of the main messages of Scott's presentation was marketing is not about "bait and switch."
Scott said it's key to understand that free content will encourage bloggers to write about you. He encourages folks to post content and make it easy to download and free for everyone.
Scott also highlighted a free SEO web site grading tool, "Web Site Grader" created by HubSpot which measures the marketing effectiveness of an existing web site.
His latest book, "Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs" will be out in July and is co-authored by Craig Stull, Phil Myers and Scott, and reveals how to connect with your market in order to create products and services that truly resonate with people.
David, like Chris Brogan, is another big believer in Facebook. If you haven't yet built a profile, it might really be time to take the "face-forward" leap and do so.

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  • by Neil Anuskiewicz Wed Jun 11, 2008 via blog

    This is an excellent summary that can immediately be put to good use. Thanks.

  • by Michael A. Stelzner Thu Jun 12, 2008 via blog

    Thanks for sitting in on my session Nettie!

  • by Nettie Hartsock Tue Jun 24, 2008 via blog

    Thanks Neil and Mike!

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