Creating White Papers that Generate Leads – Michael Stelzner

How to Lure Prospects With Words

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

Do you need to drum up new business in 2007? 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 2007 (as reported by the 2007 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 producing effective white papers.

In an exclusive one-hour class, Michael Stelzner will reveal how to create white papers that attract leads.

Michael’s Story

Business was slow. Michael needed to generate some interest.

In 2003, he wrote a white paper about his craft. The first day he posted the paper, he had 4 people request it. By the end of the second week, he had 50. Within 6 months, 4,000 people requested his paper.

Today, more than 40,000 people have registered for that white paper. He still has about 50 people a day request the very same paper he wrote years earlier. From a single white paper, Michael landed huge clients and authored a popular book about his subject expertise.

Now you can learn Michael’s strategies!

Meet Our Host

Michael Stelzner is considered by many to be the world’s leading expert on the topic of white papers. He is the author of the best-selling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

“Michael Stelzner is widely recognized as a top white paper writer and a guru in marketing with white papers.” Robert W. Bly, author of 50 writing and marketing books.

Michael has helped leading companies such as FedEx, Motorola, HP, Microsoft and Monster create white papers that generate leads.

Michael is also the executive editor of 22,000-reader WhitePaperSource Newsletter, a publication dedicated to helping people master the craft of creating and marketing white papers.

With this class, you’ll learn how to:

• Generate a steady stream of leads with a single white paper
• Write the critical elements of a lead-generation white paper
• Create interest in a white paper with creative marketing tactics
• Leverage educational strategies to generate leads
• Design reader-focused white papers
• Craft titles that draw in readers
• Create content that compels readers to act
• Engage readers with words
• Produce white papers that stand out from the crowd
• Appeal to skim readers
• Create paragraphs that lure readers into your document

White Papers Are Very Effective Lead Generation Tools

In the information technology world, white papers are the number-one advertising vehicle, according to a survey by ITtoolbox. George Krautzel, president of ITtoolbox, explained, “Advertisers have increasingly used white papers to generate quality sales leads because they directly engage potential buyers.”

White papers are making their way into many other industries, especially those that sell complex or expensive products and services.

Warning: Not all white papers are created equal. This is not an “if you build it, they will come” strategy. Creating white papers that compel readers to act is an art form. This class will equip you and empower you to produce effective white papers.

A small investment in this class could change your business in a big way.

Here’s what you get:

1. The 60-minute class (taught by Michael Stelzner, author of the book Writing White Papers: How to Capture Readers and Keep Them Engaged.)

2. A downloadable recording of the class that you can play back on your iPod, MP3 player or computer.

3. A complete word-for-word transcript of the class.