8 Reasons Why White Papers Help Boost Business during a Recession

USA (SANEPR.com) July 2, 2008 -- 1. In a recession, you want results, such as leads. Many marketers believe that lead generation is the greatest challenge they face. Offering white papers as an online incentive can significantly boost lead generation.

2. You also want results now in a recession. White papers can be written quickly (usually in a month), require little or no layout or document design, and can be distributed quickly.

3. In a recession, you can’t afford to have your target market ignore you. Reach your target business customers using a white paper. Write a paper that addresses the concerns of your customers and speaks their language.

4. In a recession, your customers want to minimize risk. Give your potential customers useful information in a white paper. This helps them make better decisions and reduces risk.

5. A recession increases the urgency of marketing success. While market research studies and market assessments are process-oriented, white paper development is results-oriented. The end product is tangible and directly supports your marketing goals. Create something real, like a white paper, rather than study the problem.

6. Marketing budgets are tight in a recession. Spend your marketing dollars wisely – invest in a cost-effective white paper. Exhibiting at conferences, designing fancy brochures, placing high-profile ads, or sponsoring events is expensive. White paper development is less costly, yet the paper produced can reach a large audience.

7. The need to get the most bang for the buck increases in a recession. A white paper is a multi-purpose marketing tool. You can post it on your Web site, use it as an enticement to build registration-based prospect lists, post it on white paper library Websites, send it as an attachment in an email in response to a prospect inquiry, hand it out at conferences, etc.

8. In the cost-cutting environment of a recession, tactics that serve multiple purposes win out. Use a white paper to inform more than simply potential customers. White papers can also inform employees, (e.g., sales forces), potential employees, contractors, regulatory personnel, the media, analysts, and partners, including resellers, recruiters, suppliers, and investors.

Editors: You are welcome to reprint the following tips, as long as the contact information is included at the end, including the Web site URL.

Steve Hoffman is a source for stories on B2B communications, marketing communications, business writing, case study (success story) development, white paper development and applications.