White Paper Power!
How to Turbocharge Your Credibility with a Thoughtful Essay on Your Speciality.

Article Date: June 26, 2006

Hopefully, as a world-class salesperson, you have done your homework and have become an absolute expert on your product/service/market.  And since people love to buy from experts, the connection should be a cinch, right?

Unfortunately, it's hard to make that credibility leap, particularly during a short sales call.  That's where a white paper/article comes in.

To begin, pick a subject you know well and are passionate about.  The more focused the better.  For example, let's say you are a real estate agent and want to talk about selling luxury homes.  Take it a step further to, say, $1M (or higher) homes.

Next, think about a provocative headline, one that might capture the editor of the local newspaper's attention.  For example, rather than write... "How to Sell a Million Dollar Home,"...you might say..."The Secret Language of Million Dollar Home Buyers."

Finally, in the body of your piece, be sure to keep the verbiage sharp and concise.  Use examples and site some research.

When you are finished, hire a PR firm or send your article to editiors of relevant periodicals.  If it gets published, make a nice reprint for distribution to clients/prospects.  But even if it doesn't, go to a local printer and have it reproduced on great stock.  Include it in your promotional package and/or send it around to prospects with a handwritten note... "I thought this might be of interest to you."

We sometimes forget we have something important to write/say.  A white paper is a great way to distinguish ourselves as experts in our fields!

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