don't just tell, compell
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TRANSCRIPT
Don’t just tell, compelMulti-purposing white papers & case studies effectively
Agenda
• What is a white paper?• Write what works• Vary your authors• Reduce, reuse, recycle• What is a case study?• Dispense the facts• Less is more• Reduce, reuse, recycle
What is a white paper?
Advocate a position or solution• Authoritative • Informative• Educational• Decision drivers• Make it universal
Sample titles
• The case for volunteers• Stewarding and retaining donors• 10 steps to an effective capital campaign • Developing and recruiting the right board
of directors
Why do we use white papers?
• Establish expertise and credibility • Discuss a product or service• Reposition products/services• Tell a story• Create transparency • Drive website visitors• Drive engagement
Forget the norm
• Remember your audience• No right or wrong length• Avoid over-designing• Consistent voice• Develop a template• Facts not fluff
Vary your authors
• Executive director or CEO• Mid-management• Specialists and those in the trenches• Consider contributors
– Vendors– Partners– Board members
Reduce, reuse, recycle
• Blog post or series• Companion case study• Social media platforms• Develop additional collateral
– Website content– Brochures– Sell sheets– Videos
CliffsNotes
• What: A position or solution • Why: Establish credibility and expertise • Write for your audience• Vary your authors• Repurpose your work
Discussion & brainstorming
• Where to start• Get a commitment• Set a timeline• What’s worked for you?
What is a case study?
• Share work• Highlight successes and results• Testimonials• Perfect for proposals
Dispense the facts
• Who’s the client?• What was the challenge?• What was the solution?• What are the results?• What does the client say?
Less is more
• No more than two pages• Highlight facts• Focus on data and results• Avoid jargon and industry specific terms
Reduce, reuse, recycle
• Blog posts• Guest blog• Case study library• Social media• Develop additional collateral
– Website content– Brochures and sell sheets– Videos
CliffsNotes
• What: Examples of the work you’ve done• Why: Share success and results• Keep it a simple snapshot• Don’t forget the data• Repurpose your work
Discussion & brainstorming
• Evaluate your client list• Cover all industries• Set a timeline• Work your relationships
We’ll make your white papers our case study
Cindy Dashnawsenior publicist/chief [email protected] @cdashnaw
Jason Gloyesenior account [email protected] @jgloye
Vicki [email protected] @bohlsenpr
Like what we’re saying but don’t know where to start?Let us audit you (in the best way possible).
Mention this conference for a complimentary half-hour consult.