Today, we live in a world of 'abbreviated information'. We don't send long emails, we opt for brief text messages or 'Tweets' via Twitter. Unlike previous generations, we have become a 'short attention' society, unable to read detailed information for a substantial period of time before becoming distracted by events that require our immediate attention.
As we grow accustomed to short, quick messaging methodologies, our ability to read lengthy and detailed information such as white papers will decline.
To address this growing trend, white paper information must change from an 'all-text' medium to one that includes new elements that appeal to today's time and attention-challenged business reader.
This book will help white paper marketers recognize this growing trend, and incorporate a host of new white paper elements that engage the 'short attention' reader. In doing so, marketers can have a greater impact with their white papers enabling greater business marketing effectiveness.
White papers are the number one marketing tool, as cited by many studies. But there's one fundamental problem. Most are bad and don't engage time-starved decision makers. Mr. Kantor's book does a great job of pointing out the key elements of crafting white papers for today's reader. What good is a white paper if no one reads it? If you want to create a white paper that gets read, you need to buy this book. Jeff Ogden, President Find New Customers http://www.findnewcustomers.net
I'm a firm believer that white paper design is critical, so when Jonathan Kantor sent me his new book, Crafting White Paper 2.0, I was looking forward to getting some more ideas on how design can be improved. As the subtitle of the book states, the book is about "designing information for today's time and attention-challenged business reader." I absolutely agree with the premise of Jonathan's book: readers are inundated with information, and white papers need to be designed so they can be easily digested. If you haven't considered design to be an important component of your white paper, Jonathan provides some compelling ideas of why and how to do this in his book. And, even if you are convinced that you need to be cognizant of your white paper design, this book provides some useful tips on how what to consider. It's a resource I will certainly return to.
Crafting White Paper 2.0 is a must-have for any business library--especially if you want to grow business in today's marketplace. Understanding the role white papers play in thought leadership and lead generation is important, because marketers need all the help they can get! Yes, white papers are getting shorter, but in today’s world of abbreviated-attention-span marketing, the definition of a white paper has become muddied. Some companies try to label product briefs, brochures or other marketing materials as white papers, which can be confusing. Jonathan clears the air on this issue by clarifying what a white paper is—and what it is not. He also does a great job of helping the reader understand just how long white papers should be today (as opposed to yesterday’s text-heavy versions) and what they should look like. I highly recommend Crafting White Paper 2.0 as an "A+ Trusted Resource."
Do you need to craft convincing marketing and sales materials that get your message across to busy professionals? If so, then Jonathan Kantor's book Crafting White Paper 2.0 is what you need. This book shows you how to write the kind of White Papers that play an active role in bringing in sales. What I like most is that it's written specifically for today's marketplace. White papers have evolved over the last decades. It's great to have an up-to-date resource for this valuable marketing tool.
Jonathan Kantor is the principal and founder of The White Paper Company, and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog. So, when Jonathan Kantor has something to say about white papers in a book, we know there is much to learn. Whether you are a copy writer or marketer, Crafting White Paper 2.0 will help you learn how to attract prospects and retain customers by creating white papers that stand out among a crowded field of plain, text-oriented white papers. Jonathan has filled Crafting White Paper 2.0 with many tips and useful examples. The subject matter itself i.e, "change in paradigm of readers warrants a change in the way white papers need to be crafted" is right on. Go ahead and grab a copy of Jonathan Kantor's Crafting White Paper 2.0. Learn how to incorporate new white paper elements that will engage the 'short attention' reader.
