What is a White Paper
Now we're going into another one of my absolute favorite topics, which is to create a lead lead magnet, so we are now in the workbook on page number eighty one. This is where I sort of would like you to start taking your notes about your your lead magnet. What is a white paper? A white paper is something that your that is perceived as value, something that has information that others don't have to cut through the noise, and you have sort of prepared something that is perceived as having a values of somebody must have it for a realtor. So it could be the ten things you must know before you buy your house for the investment stockbroker, it could be the seven things your stockbroker doesn't tell you, but clearly I am that you need to know before investing your money, it could be a, you know, a guide to five things that you didn't dare to ask your photographer, that you should ask him anyway, you know, and it's all about that will be out in time. Well, you know what happens if I need to ad...
d a shot, really take it to the cleaners? So you just put some of your experience in there, so that might be something where somebody who has never done this before is relatively no you know might perceive a value because remember, we're talking about lee generation solely generation ideally is something that's geared towards somebody who has not worked with us before because we are now this is our business card, this is our first interaction, so when we, you know, here's us he's used to be selling and then we used to be, you know, serving, and now we sort of know what the problem is that we're solving. So whatever you want to provide in this lead lead magnet or a white paper is you want to provide a solution to some of their problems. When I created my insides paper, I had gone to a conference that was geared toward howto find corporate clients and the wonderful, wonderful angelique ruse had said that when you work with corporations, you need to figure out what keeps ceo owes up at night. What do they worry about long behold, because we're not the only ones who understand this way of marketing other people have come before us that already have done certain studies on these kinds of problems, so they go ahead, and they already created thie studies in these reports and these papers and these researchers, and then don't forget there's, harvard and there's, all these other universities and there's business journals and wall street journal and all these companies out there that constant you need to provide some sort of value so they're coming up with all these reports and these researchers which is why when we were talking about how to find block topics in the social network stay on how to get the information to you which is in the workbook and that is a workbook exclusive on how to get to that on how to set these sort of you know feeder feeder channels up because now you're getting the information off what is out there in the market that you could use to create your lead magnet so I environment in my insides paper then did a research on what keeps ceo owes up at night and there is actually a report that's written on that there's ibm comes out with a lot of these kinds of reports that are relating to to a ceo lt's so if you work with the cfo or the c t o r the marketing guy so do a research on what keeps the a potential partner aapa tonight what do they really worry about then I went and I said that my positioning in the corporate program is about gender equality and women leadership why? Because you know, we talked about this eighty percent men in companies at you know above the management level and then sixty three percent of women college graduates so we're headed toward a clash so that's where have positioned myself as the clash you know resolution resolve er so now I s so how do I do that? What information with data do we need to pull in to make my point so I am reading reports studies and I am pulling out all kinds of information so I'm I'm looking for the college graduates number I'm looking how this is affecting international I'm looking at women leadership what's happening in the women's leadership sector are there women leadership programs how the women leadership programs perceived by men is it a threat? Is it not a threat is are there any numbers and then I come to this awesome awesome awesome a statistic off team intelligence on that team and towed houses team a job I was even have to do with women leadership or with gender equality while it does why? Because team intelligence little did I know goes up exponentially if only one woman is on the team and it says and hear the numbers and it's an indisputable study that is only like a year old that have you know the smartest people professors and mba is and you know backed by big universities done and they say we've studied team intelligence the worst teams are all men teams a team intelligence down here the best teams are teams where women and men our together and if it's all women you know it's it's good right? So what's it means if there's all male teams the company isn't performing as well as it could, so every company must be attracting more women so I'm looking at to the companies have the biggest problem in attracting women and what is that technology? So now I'm going into the technology studies and I'm seeing that google and facebook have voluntarily published these studies about gender diversity in their companies and it is horrific the reason they published it voluntarily was because they are you know they don't want to be in negative pr they're smart enough so they say what we would love to hire more we would love to be involved in sponsoring this we would love to help, you know young women to get more into technology because we know it's going to be a need so so you've got a program come to us because you know this is an open door so I know that that they are throwing money at the problem I'm fixing that's very good for me. So now I know which direction this incites papers is going to go right? We have to figure out because its technology its geeks it's engineers is data driven people the data has to be in a report and insects paper lead mac the data has to be from reputable resource is and it has to be indisputable I mean, it has to be factual and you have to quote it right you have to think about how this insides paper supports what you are selling because otherwise don't waste your time you know it has to have that angle that supports your hook so mine is you need gender equality and companies in your company otherwise you are possibly underperforming by sixty two percent they did a study which I'm also siding that financial institutions are all I is up to sixty two percent higher when women are on board that is huge that number if I'm a shareholder in a financial institution and I'm getting my hands on that report I am taken my insides report and I will be marching into my next sport meeting and I will be smacking it on the table and also said to the seal and what exactly are you going to do about this because all I'm seeing his guys in here not that I don't like you bro's but it's bad for business so what's it for you so an incense paper has a table of content it has a clear points back by data and graphs it is siding reputable sources which I just spoke about it has to have a conclusion and there's you about blurb in again in there's a call to action so let's go through this one more time so the incense paper has to support a unique sales proposition it has to be about a topic that's relevant to what you are trying to sell you have a table of contents when somebody gets the inside paper, they know exactly what your points are and as you downloading and using these workbooks and the playbook, you see that the first thing you obviously in any of my stuff is a table contents because I want you to know what you get, so tell your clients and potential customers she leads what they're going to get it has to be clear points made that are back potato and graphs those so the points that you're making probably should be relatively objective because you're citing other sources, but in the conclusion you can explain to them what that means. So there you know it's always good to have some sort of a summary like I I do you know I even to ah, summary an executive summary at the beginning ofthe my report, if it is long enough so my insides reported, I think it's about sixteen, sixteen, sixteen patients, thirteen pages, so with thirteen pages you do need a summary. If it's four pages, you don't really need a summary or you somebody might be only this much, so it depends on the length ofthe off your report but longer is not necessarily better because people don't have time, so if you can shorten it and I predict that mindsets paper is going to start, you know being short insured insured insured as we sort of get more information and make it clear and then there has to be a called to action what is it that you want them to do now we have a slide so about your secret sauce technique method kindness lighting sense of style technical skills it is absolutely meaningless because nobody cares about what is in your secret sauce they just want to know if it tastes good the reason you need an inside paper is because it is an awesome conversation starter so following our linked in strategy from the social network's day now we are in the groups that our customers are now we know you know that title we know where there are at the company we can connect with them because they are in our linked in group that we also we've made a few comments so we're verifiable nice guys they've checked out arlington profile we followed what we learned in the social network's day in the linked in segment profiles look good it has all information our key achievements in there the checkout recent activity they find out we're nice girls nice guys they're like that's you know we've written a nice introductory email we said hey we really you know way we'd love to find out more about you have been following you your work is extraordinary are like a product's amusing your product that would love to be a part of it and I have written and insides paper, a white paper, or I've created a podcast. I've recorded a video, a short five minute video, about named the topic that I thought you might be interested in. If you find this a value, I would love to have a conversation. Thank you very much for your time, so you're not. You're giving them something that they're perceiving is valuable. You're not going, is this. Please hire me, which is so eighties. So you, you know, and I think I'm really driving this point home and my driving the point home, enough it's about finding these engagement points of providing value.