Many business owners are told that they need to create a downloadable document that can help them explain their business, support their findings, provide education, set themselves apart as an expert in their field, or used as a free giveaway to help build a list. This can be a white paper or an e-book.
In speaking with business owners, I find that they are often confused about the differences between a white paper or an e-book and which is the appropriate item to create and offer.
According to David Meerman Scott, author of The New Rules of Marketing & PR, a white paper is an authoritative report or guide addressing issues and how to solve them. It is used to educate, and can come in the form of a research report, summary or tech brief.
White papers can be considered old-school, and tend to be boring, with extensive detail. They are generally used for more technical explanations, and can highlight an expertise in your field in a longer format. They do not make good link bait and are most often used in the B2B market.
An e-book, on the other hand, is looser, more playful, with an engaging theme, appealing design and layout, and bold text treatments, he explains. They are written in small chunks that can be easily skimmed through or scanned. They can also be concept-centric based on ideas and trends. Preference is given to visual layout, with callouts, bulleted lists and illustrations.
E-books are generally engaging and can include links, videos, or surveys, or can be used to encourage readers to take action. Offered free, they make excellent link bait and subscriber bonus giveaways. If offered freely, they can spread like wildfire through sharing. They are most often used in the B2C market.
Creating a landing page for your e-book will help people find it. And be sure to include your website, contact information, and a call to action within your e-book to build your brand and let people know how to contact you.
What to Include in your White Paper or E-book
For either publication, follow a format that uses these elements:
- Title page
- Table of Contents
- Body Content
- Call to Action (invite readers to take the next step)
If you need help creating a white paper or e-book, contact All the Buzz. We’re experts at writing content that sells.
When we used to use typewriters, in order for the copy to be read clearly, it needed two spaces to set it apart. There was only only font, after all, and it was not as easy to read as our modern proportional fonts found on computers.
Today, every computer is proportional, and good writers know to only put one space following a sentence. Even the style guides, like the Chicago Manual of Style, dictate that a single space should be used. Likewise, only one space should be used after a colon or semicolon.
Nothing looks more amateurish on your website than copy containing double spaces. Take another look at your website and other written materials to make sure you’re up to date on publishing style.
When is the Last Time You Updated Your Website Copy?
If your website is dated, or you haven’t refreshed your copy in several years, it may be time to call in a professional copywriter, like All the Buzz. We’re experts in creating compelling copy that will highlight and illuminate your company, and get you noticed on the web. Contact us today.
The legal firm Bancroft McGavin Horvath & Judkins, PC had made changes: altering the name, adding associates, and fine-tuning their areas of focus. But their current marketing materials did not reflect those changes.
After meetings with the client, our creative team determined that two brochures were needed, as the trial lawyers were approaching two different market segments. The first was referral sources…those organizations that regularly provide clients for the firm. The second, the clients themselves, who needed to know a little about the firm that would be representing them.
What our creative team designed, with All the Buzz as the copywriting firm, was a new set of brochures for Bancroft McGavin Horvath & Judkins. The large brochure was designed to lure and assure new partners with a well-laid-out, multi-page brochure outlining the firm and its services. A smaller tri-fold brochure was designed to not only provide the basic information about the firm, but to help remove the fear of working with a legal firm.
See our final products:
They say a picture is worth a thousand words. How about your brochure?
The Security Alliance Command Center had been using the same brochure since the business began, and it showed. They came to All the Buzz because they wanted to increase sales and have a better overall image for their company.
We took a look at their old brochure and noted that it was printed on ecru-colored paper that automatically made it look old. It had their old logo, and didn’t contain customer-centric copy or a call to action.
It looked outdated, and for a security company that had to be state of the art, it would not do. Continue reading →
Monarch Title was looking for a way to differentiate itself, while demonstrating its knowledge and ease of communication.They wanted to position themselves as a helpful resource.
One tactic was the development of a Home Buyers Guide video that takes the home buyer step by step through the process of buying a home. These are distributed by Monarch Title and given to Realtors to help their own clients understand the processes of buying a home.
All the Buzz Creates Home Buyers Guide Script
All the Buzz broke the process down into fourteen steps, and created a script that outlined the steps, processes, resources and pitfalls that any homebuyer would need to know. The video also outlines the roles each person involved in the transaction plays, and the order in which the homebuyer will need to engage them.
Buying a home is not an easy process, but with the Monarch Title Home Buyers Guide, it can be made a little bit simpler.
Simple One-Sheet Brochure Elevates Ernie Rogers to the Benefit Auctioneer of Choice | All the Buzz Business Collateral
Mainly-real estate auctioneer Ernie Rogers wanted to branch out and offer his auctioneering services to other businesses and organizations. “I want to make extra money on the side to fund my kids’ college accounts,” he said.
He had been marketing to non-profits and organizers of charity benefits, with minimal success. Continue reading →