There’s always something to howl about

Jeff Brown hits the big time: Copyblogger praises Brown and Brown’s give-to-get white-paper strategy

From Brian Clark’s, guest contributer Mike Stelzner writes:

Mistake #2: On the flip side, how often do you see a white paper that is instantly displayed with the click of a link? While this provides immediate access to a reader, it fails to capture any information or make it easy for readers to sign up for your newsletter.

The Solution: What I am about to propose is a strategy that appeals equally to readers and businesses. Revisit my earlier premise, when you provide value, you gain respect.

Consider real estate investment specialists Brown & Brown. A few pages of their white paper, Achieving Early Retirement With Real Estate: Rethinking Traditional Retirement Planning, are presented before the registration form appears.

With this example, readers are given plenty of sample content before they are asked to trade their personal contact information for access.

This idea flows from the video game market. Remember playing video game demos that provided you access to the first two levels? By providing a good sample taste of the product, the hope is that people will act and want the full game. The same strategy can be applied to white papers.

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