Listen to White Papers: The Ultimate Lead Generator
Denise Wakeman: Hi, this is Denise Wakeman of the Blog Squad.
Patsi Krakoff: And this is Patsi Krakoff.
Denise: And you're listening to Blogging and Beyond, How to Use the Internet to Attract, Sell, and Profit. For the next 30 minutes, we're going to bring you the best expert information on how to use the Internet to build your business. During our show today, we're talking with Michael A. Stelzner about white papers and how you can use them to grow your business.
Patsi: That's right, Denise. And I can hardly wait to hear Michael's tips for writing white papers as lead generators. I've been on several teleseminars with Mike and each time I learn something new.
Denise: OK, why don't you go ahead and introduce Mike?
Patsi: Absolutely. Michael A. Stelzner is a leading authority on writing and marketing white papers. He's written hundreds of white papers for many of the world's most recognized companies including Microsoft, FedEx, Motorola, Monster, Hewlett Packard, and SAD. Michael is the author of the best selling book "Writing White Papers: How to Capture Readers and Keep Them Engaged."
Mike is founder and executive editor of the 20,000‑reader "White Paper Source" newsletter, a monthly publication dedicated to helping writers and marketing professionals master the art of white papers. Mike also created www.whitepapersource.com the first and only portal dedicated to the topic of white papers. Welcome, Michael.
Michael Stelzner: Well, thank you for having me. I'm excited.
Patsi: This is great.
Michael: This is very dear to my heart.
Denise: And that's why you're with us today.
Patsi: Let's start at the top. First of all, Michael, let's define 'white papers.' What are they, exactly?
Michael: Well, I think it's important to first think about what they do. And the easiest way to think about it is they really help people make decisions. I like to define them specifically as a crossbreed between an article and a brochure.
What they do is they take the informative information that you would normally find in an article and they weave in the persuasive types of messages that you would find inside of a brochure. But distinctly different than articles, they're not usually published in a magazine; they're usually sponsored by a company and they're usually about six to twelve pages in length. So it's just kind of a high‑level over the white papers.
Patsi: Six to twelve pages. And that sort of answers my next question of how they differ from an article.
Michael: Yes. Normally an article will have a lot of that informative objective information in it. Usually the article is written on behalf of a publication and it's perceived to be highly objective. White papers are sponsored by a company. The reader knows that they're sponsored by a company, so there's a bit of that objectivity that's lost. So there's a little bit more salesmanship going on because ultimately, the company sponsoring the white paper is trying to push a particular product or service.
However, if they're written really well, they're going to read like an article. But they're going to have some of those key persuasive elements inside that ultimately drive the reader down the road towards making a decision, which is hopefully, to buy that particular company's product.
Patsi: Right. Tell us a little bit about the history of white papers, how they originated, and how they've evolved over the recent years.
Michael: Well, it's kind of interesting because it started back in Parliament. A really famous white paper is the British White Paper of 1922. And what would happen was in Parliament in the United Kingdom
What's distinctly unique about white papers is they tend to argue a particular position and they tend to be highly persuasive in nature, because they're intended to be some sort of a legal document.
So they started out in the government scene and then what happened is around the mid‑nineties, they became very popular in the high technology world. And rather than trying to get an article published inside of a trade publication, major corporations would start looking to analyst firms, like IDC or Gardner Group to write papers for them and eventually, they began writing their own.
And then around the year 2002 or 2003, they exploded with the Internet explosion. And white paper repositories came around, which were places where you could post your white paper to try to get some more visibility. What's really interesting is someone recorded in 2001 a Google search, and the word "white paper" produced about 1.4 million responses. But then in 2006, it was up to about 300 million.
Denise: Wow.
Michael: That's an up tick in the use of the term "white papers" and "white paper." Specifically, though, "white papers" is what the studies showed, so white papers are really popular and very hot right now.
Patsi: Which leads me to my next question. How did your own personal history with white papers start and how did it evolve?
Michael: Well, I started writing white papers in the mid‑nineties and I was tasked to write one when I was a freelance writer by one of my clients in the high‑tech space. I had no clue what they were and, frankly, the first one that I wrote was dismal. It was horrible.
And slowly but surely, over the years, because I was focused in the high‑tech space, more and more of my clients were asking for white papers. I had written quite a few by around the year 2000 or 2001. And then in 2003, the market kind of crashed, so I decided to write a paper called "How to Write a White Paper: A White Paper on White Papers."
My editor suggested that I not give away some of my secrets, but I did it anyway. The intention of that piece was to teach people some of the strategies that I had developed and hopefully persuade them that they didn't know how to do it themselves. The first day I posted it up there on the Internet, I had four people request it so I knew I was on to something.
Then at the end of the first week, I had 50 people and by the first year, I had 4,000 people. And as of today, I think I've had about 50 or 60,000 people request that piece.
Patsi: Wow.
Michael: That led to starting a newsletter. So a couple of years later, I think it was 2005, I started the newsletter and began interviewing people in the marketing world and the writing world and bringing together all these experts.
Then I eventually founded a forum and came out with a book just a couple of months ago. So that's just kind of the short version of my history. I've definitely written quite a few of them.
Patsi: So how are white papers used by independent professionals and consultants who might not be in the tech industry?
Michael: Yeah. Well, actually, they're used quite often, frankly, by anybody who sells in the business‑to‑business marketplace. So if you're selling your business on to another business, it seems that this is the place where white papers are most effective.
They're used in a couple of ways. Number one, they're used to generate leads. So a lot of people write pieces that will talk about a specific topic. For example, if you were a accounting firm and you wanted to talk about Sarbanes‑Oxley or something along those lines, you might write about it and talk about how, "Mr. Company, you need to consider these types of things," by conveying some of your knowledge and, hopefully, the person reading the piece will think that you're an expert and want to come to you. So that's the lead generation angle.
They're also used in sales support, Patsi. So what that means is, let's say if someone in the sales organization has already made contact or you've made contact with a prospect and they want more information, the white paper is a great leave‑behind piece. Many people send the white paper on and they convey in a little bit more detail about a specific process, for example.
And then the third real popular area is in thought leadership. That paper I mentioned earlier that I wrote about how to write a white paper helps establish my thought leadership in the space that I'm in. So this is where you would write a piece about a topic or a concept that is rather novel in the industry, or perhaps might drive the industry in a certain direction. By doing that, you as the author, or as the company sponsoring the piece, bring that idea to the marketplace first and elevate your company as a thought leader in that space.
Patsi: So it's really a way to carve out a niche for yourself in a particular field?
Michael: Absolutely. There was an interesting study done by RainToday.com, which definitely looks at the service professional space. One of the interesting findings was that they asked people in the professional services space, "What are the top marketing tactics you plan to employ over the next two years? Implementing white papers was the number one tactic.
Patsi: Really?
Michael: The reason is because a lot of people are understanding that it's been very successful in the high‑tech space, which sells complex products, and now it's time to start utilizing these things in other spaces, such as professional services.
Denise: I have a quick question. Are there any industries or businesses that a white paper isn't appropriate for, or wouldn't work for?
Michael: Yes. In the consumer space, a white paper may not be effective because it may not be as well known to the consumers.
Denise: Uh‑huh.
Michael: For example, if you are Hewlett Packard and you are selling color printers to individuals, they probably wouldn't want to read a white paper. But if you were selling to businesses they probably would.
So what a lot of people are doing is they're taking the concepts that we're talking about, but they're not calling it a white paper. They might call it a free report, or a guide. It's got the exact same stuff inside of it, and it's written and it's following the same types of things that we're talking about. It's just not labeled white paper.
Denise: OK.
Michael: For example, I did a project for a company called VistaPrint that was targeting, essentially, consumers.
Denise: Yeah?
Michael: Small individuals that were like dog trainers and day traders and stuff like that. They wanted to get them to buy their low‑cost business cards.
Denise: We're customers of VistaPrint.
Michael: Yeah. So you know exactly what I'm talking about.
Denise: Yep.
Michael: I wrote this piece called "How to Market Your Business on a Shoestring Budget." It's www.vistaprintsmallbusiness.com if anybody wants to check it out. It was designed to get people to register and ultimately get on their newsletter so they could continue to sell them other things.
In that particular case, I don't think we called it a white paper. I'm pretty sure we called it a special guide or something like that.
Patsi: So that's used as their bonus for signing up for their newsletter?
Michael: Exactly. They had 5,000 signups in 60 days.
Patsi: Wow.
Michael: But they had a big marketing campaign. If you know anything about them, they've got some pretty powerful marketing campaigns in everything that they do.
Patsi: Yes. They are very active.
Michael: Absolutely.
Patsi: So here's a good question. I don't know if you can go into all of it. But why do they work? Why do they work so well?
Michael: Well, I think it comes down to this. The basic premise is, if you give someone something that they think is valuable, ultimately, you're going to gain some loyalty with them. And by getting that loyalty, eventually you might win their business.
So the idea is, because white papers are used by people to help them make decisions, and they're educational tools, when you help educate somebody, you build some trust with them. Think about the people you trust most beyond your family. They're probably your teachers, for example.
So when you have a chance to provide some new information to somebody in a way that's perceived to be objective, you're really developing a strong relationship in a marketplace that it's hard to develop relationships with. And by making that connection, that's the first important step of trust that ultimately will allow you, hopefully, to eventually sell. That's part of the reason why they're so darn effective.
Patsi: I think I heard you use the term "educational marketing."
Michael: Yes. The premise there is that rather than traditional product marketing, where you simply talk about a product and its benefits and features, with educational marketing what you do instead is you provide new information or valuable information to consumers. Ultimately, what you do by doing that is you attract them to you and that's just another form of marketing and then eventually you can start selling to them.
Denise: Excellent. We're going to take a quick break here. To remind you that you're listening to "Blogging and Beyond" with the Blog Squad, Denise Wakeman and Patsi Krakoff.
Today we're speaking with Michael Stelzner of whitepapersource.com and he's also the author of "Writing White Papers: How to Capture Readers and Keep Them Engaged.".
Denise: "Writing White Papers: How to Capture Readers and Keep Them Engaged" and you can find information about white papers and about Michael at www.whitepapersource.com and www.writingwhitepapers.com . And you also have a blog, too. Is that correct, Michael?
Michael: Yes. It's www.writingwhitepapers.com/blog
Denise: OK, great! And you can also get information about the Blog Squad at www.blogsquad.biz . And if you have a question for Michael, you can call us at 718‑508‑9559. So now, back to "Blogging and Beyond" and our conversation with Michael Stelzner about white papers and their use as lead generators. Patsi.
Patsi: OK, so before the break we were talking about educational marketing and the fact that white papers probably work because you're really giving a very highly perceived value to the people that you're giving the white paper to and that creates a sense of loyalty.
Michael: Right.
Patsi: But are there other keys for a white paper to be effective?
Michael: Well, that's a great question. There's frankly a lot of different things that you can do to make a white paper effective. One of them would be to make sure you really understand who you're writing to. So, this comes down to identifying who the ideal reader is, and understanding what kind of position he or she is in, what knowledge they have on the topic.
And by understanding who it is you're writing to, then you can perform a test on every word and every sentence and every paragraph that you write to essentially make sure it really is resonating with the reader. Because frankly if you think about how we read things every day, we're skim readers and if we don't find something that grabs our attention right away, we're not going to give the time it desires to the white paper. As I like to say that the words of that white paper will never see the reflection of someone else's eyes.
So, it's absolutely critical to understand who it is you're writing to as one of your first priorities and there's a number of other tactics that I could go into if you want me to ‑ on how to improve the quality.
Patsi: Absolutely, yes, please.
Michael: So, OK, there's a number of things. Number one, as I stated, is that you need to understand who the ideal reader is and then, number two, you need to determine what in the world I am trying to accomplish, what is my objective.
When we talk about objectives, are we going to try to generate some leads with this piece, which means that the reader has no clue who we are or is this going to be used in the capacity of an existing sales cycle.
So, in that case, someone's already made contact with the reader or the prospect and now it's a matter of getting into more specific technical details.
So, if it's more going to be used in the later half of a sales cycle, then you might want to talk less about benefits and more about processes, so for example, here's how this works. A lot of people mix this up ‑ they start talking about processes with people that have no understanding about their products.
So, it's always better to, if you're talking to someone who doesn't know you or your company, to begin with benefits, "What's in it for me?"
Another thing that you can really do is talk about, what I like to refer to as 'affinity driver's and there's three main areas. You can begin by talking about problems that are faced by readers today. You can talk about market drivers or trends that are going on in the industry.
These are things that might reveal to the reader that he or she needs to get on the bandwagon and then consider doing things differently because this is what analysts are saying for X, major trade articles are saying and you can talk about historically how people have solved these problems inadequately and this could reveal to the reader that perhaps he or she today is following one of those old methods and is behind the times.
So, all those things help build affinity with the reader, bring them into the document and help them feel like they are not being sold to.
So, those are just a couple of high‑level strategies that can be implemented into a white paper to make sure it's really effective.
Denise: A question: is it conceivable that a consulting company or a big tech company have more than one white paper?
Michael: Absolutely.
Denise: OK.
Michael: As a matter of fact, big companies tend to have many white papers. I have a lot of clients who are producing white papers on a regular basis. Most people are producing white papers to generate leads. So a lot of times, the business might target different kinds of people for different portions of the business, for example. Well, that probably means you want a different white paper for each particular product of the business.
And you might want to couple a business benefits type of white paper with more of a technical piece in a sister relationship, where you start off with these high level business advantages and going down this particular road. Then you have a secondary piece that talks about how it all works.
And the reason you might want to do that is because decision makers care more about business decisions and benefits, and engineers or support personnel tend to care more about how it works. So if you can cater your documents to the reader, you'll probably end up with two separate documents; one for the high level decision maker and another one for more the engineer "techie."
Denise: Right. So once the decision is getting close or the decision maker is saying, "OK, I get that concept, I get the idea. Now let me turn this over to the people who would actually be using it."
Michael: Exactly. And that's where potentially another more process‑oriented, technical white paper might come in handy.
Denise: Right. OK, great.
Patsi: Does this often happen when you get hired to write a paper, that you end up doing several iterations of that white paper?
Michael: Yes. Normally, there's some sort of a process involved where, in my case, the process that I expound on in my book is to begin with a really comprehensive needs assessment and outline and get it blessed. That helps reduce the number of iterations. But yes, as long as you're working with the right people, you're always going to have at least one or two rounds.
But if you don't do some of the proper up‑front labeler to make sure key decision makers in the company are giving you their blessing before, you can end up completely re‑drafting your document, which is what you don't want to do.
Patsi: So are there different types of white papers?
Michael: Yes, there really are a couple of different types. There is the business benefits piece, which begins with the top challenges and benefits, or challenges faced by a particular reader and how it can be solved. Then there's the technical piece, which is more that process‑oriented piece that we've been talking about. And there is that hybrid piece, actually, which is a combination of both; it mentions business benefits and it gets into prophecies, but no excessive amount of depth into either one.
And then, of course, there's the government white paper, which is what we talked about earlier. It is totally different from all the rest. I've had some, using Congress, for example.
Patsi: So once the white paper is completed‑‑ either somebody has written it himself or herself, or they have outsourced it‑what happens to it? How does it get distributed?
Michael: Well, a lot of people do what I call "post and hope", which means they put it up on their website and hope something happens.
And those of us who are online junkies know that doesn't work.
Patsi: Right.
Michael: So, the great news is that there is a lot of great free and for‑a‑fee resources out there. And specifically, what we're talking about here is white paper syndication.
Patsi: Ah.
Michael: What this means is you can actually pay a company to syndicate your white paper through a network of other websites, and the main players are www.knowledgestorm.com , www.techtarget.com , BNET, which is owned by CNET, and then www.tradepub.com . And there are a number of others as well.
What these folks do is they have strategic relationships with thousands of different websites, and they also have websites of their own where thousands of white papers live in a Yahoo kind of directory. And what they do is, you pay them a certain dollar amount, perhaps $30 per lead and every time somebody reads that white paper you get a name, a phone number and address, that kind of thing...
Patsi: Oh!
Michael: ... and that's what a lot of big businesses are using. I mean, I think there's upwards of 20,000 white papers in syndication right now.
Patsi: Let's just repeat those sources for our readers, our listeners rather...
Michael: Yeah, sure.
Patsi: KnowledgeStorm.
Michael: TechTarget.
Patsi: TechTarget.
Michael: BNET.
Patsi: BNET.
Michael: And TradePub.
Patsi: TradePub?
Michael: Yeah, and you can just put a dot com after each of those.
Patsi: So, it's like article syndication or the press release online directories only specifically for white papers.
Michael: Yes, except it's not like press release syndication. With press release syndication you pay one price and they broadcast it and you hope somebody gets it, somebody picks it up. With white paper syndication, you are guaranteed syndication.
Patsi: Wow.
Michael: So what happens is, for ex., KnowledgeStorm has a relationship with IDC publications and your white paper will show up on IDC, I don't know, Computerworld.com, these kind of websites and they will syndicate it over the entire network that they have access to and you pay for every single lead, so you might have a contract for them to deliver X number of leads per month ‑ that kind of thing.
Denise: OK, now these all sound very techie. Are there syndications?
Michael: Actually BNET is not techie, it's 'Business Network'.
Patsi: Oh, OK.
Michael: That one is very non‑tech and KnowledgeStorm also covers a lot of non‑tech spaces.
Patsi: OK.
Michael: TradePub.com covers 30,000 trade publications in tons of different industries, finance, software.
Patsi: Oh, OK.
Michael: So, TechTarget is the only techie one I mentioned.
Patsi: OK.
Michael: But those other ones definitely go well beyond tech.
Denise: Now, but you would recommend that someone would post their white paper on their website as well, right?
Michael: Absolutely, and frankly I also would recommend that you do some sort of an advertising campaign for your white paper. So, for example, you can do a press release on your white paper, you can do a Google or Yahoo, ad ‑ paper click ads.
Denise: Right.
Michael: ... and instead of advertising your company, you advertise your paper.
Denise: Right.
Michael: Got a huge click through rates for that. You can use white papers as call to actions in traditional direct mail, print advertising, newsletters, just about everything you can imagine.
Denise: And you would make the reader trade their email address for the white paper.
Michael: Exactly and the best thing to do is to take...
Denise: OK.
Michael: ...the first page or two and provide it as a teaser.
Denise: Aha!
Michael: ... and then that will allow, the more information you provide the greater likelihood that they will actually register to get access to the piece but if you provide a couple of pages that will increase the conversion rates dramatically.
Denise: OK, great. Great.
Patsi: How would you say that a white paper differs from a sales letter or copy designed to sell something?
Michael: I would say dramatically. I would say, in the world of writing, that's on the far right, you know put that under advertising writing and you've got manuals on the far left and white papers are in the middle...
Patsi: OK. Yeah, that makes sense.
Michael: ...because the white paper really has that informative, objective information with weaving in some of that persuasive information where the sales letter is strictly all about sales.
Patsi: That brings me to my next question. Do you suggest or do you recommend that a professional should write their own or outsource it to a third party who has got those skills?
Michael: Well, there's no simple answer to that. I think, the good news is that it does not require a professional writer to write a white paper. I mean, that's why I wrote my book, so people can learn how to do this themselves but having said that if you want to increase the likelihood that you will achieve success with your white paper, it might be beneficial to look into what the costs are, to outsource. Lots of big companies, as a matter of fact nearly every big company outsources their white paper production. They don't do it in‑house. So, you have to ask yourself, if the big companies are achieving success and they are not writing them in‑house, why is that and perhaps, maybe you don't have the budget of a big company, you could still potentially find someone who could help you, but...
Patsi: But I'm also thinking that there's that objectivity that comes when an outside person works with you to craft the paper.
Michael: That's right.
Patsi: But you don't have that if you're talking about yourself.
Michael: That's true. And it really is a bit of an art form. So, just like I could probably give you a blank canvas and ask you to paint a sunset, I would imagine a professional artist might do a slightly better job.
Patsi: Yeah, slightly.
Michael: But you never know. You may have a great talent that I don't know about.
Patsi: You could be a prodigy, right?
Michael: Exactly.
Patsi: When you brought up outsourcing, and I'm sure the ballpark range wildly varies, but what would the range be for a white paper to be written?
Michael: Well, we surveyed 600 white page providers and we asked that question. And the price that's charged, obviously, is very dependent on the experience of the writer.
Patsi: Right.
Michael: Beginning writers that have not produced a lot of white papers, but might be very experienced writers, are going to charge a couple grand. Moderately experienced writers are going to charge anywhere from three to five thousand dollars, and highly experienced writers are going to charge anywhere from five to six thousand dollars to produce a white paper.
So, it's totally dependant on the skill set of the person writing it. But the average price is probably about three grand, but you could easily pay five or $6,500 or even upwards of $10,000, depending on who you talk to.
Denise: Is it dependant on the number of pages?
Michael: Everybody charges a little differently.
Michael: A lot of people charge by page, some charge a flat rate by a range of pages, and others charge by the hour. So, it's really all over the map.
Denise: Right.
Patsi: I recently bought your book and I think it's excellent.
Michael: Thank you.
Patsi: I'm probably halfway through it. I'm writing a white paper for the Blog Squad, and now I know what to charge Denise.
Denise: I don't know about that.
I just want to put in a shameless plug here. People who are listening, or who may listen to the recording within the next week, the Blog Squad is featuring a teleseminar with Michael. And, Michael, maybe you could talk a little bit about what we're going to cover in that program. It's next week, June 6th.
Michael: Yeah, I think we're going to get into a lot more details. We've kind of scratched the surface today on some of the aspects of marketing and producing white papers. We're going to get into a lot more depth in that class, and I would highly advise you to check it out.
We're also offering a bundle special where you can get a copy of my book at a pretty significant discount if you join the class. But I think, to answer Patsi's earlier question, the fact is you can do this yourself and I can teach you how to do it.
I feel very confident that you could walk away from that class with what you need to know to begin to do this yourself. You could save yourself thousands of dollars over hiring somebody like me.
Denise: And anybody's who is listening that's interested in that can find information if you go to www.bloggingandbeyond.com , there is a link to the information about the white paper teleclass.
So, Patsi, do you have any more questions for Michael before we wrap up?
Patsi: I don't have any more questions. How about you, Denise?
Denise: Well, part of my little shameless promotion was to let people know that they can do this and that there is a way to find out information.
But, Michael, if you were giving advice to a professional who wanted to write a white paper, how would you tell them to start? What would you tell them?
Michael: Well, first of all, I would say don't delay. The fact is that your competition is probably crafting one right now. And one of the things you could do is start, at least, studying what other people are doing. Take a look at other papers that are in your industry.
Another thing that you can do is just learn from people that really know how to do this well. There is a free resource at www.whitepapersource.com , which is just basically a big portal where you can read lots of articles.
So, in addition to the class, you could augment your learning by just reading many of the dozens of articles we've got online. We've also got a forum there where you can post your questions.
Denise: And is that free?
Michael: It's all free, yes.
Patsi: Wow, that's cool.
Michael: We've got a couple thousand members in our forum and people are always posting questions asking how to do this and that, and anything related to marketing, writing, and white papers.
Patsi: I'll be attending that forum today.
Denise: And do you also do critique papers as a service?
Michael: Yes, as a matter of fact, we do. If you go to www.whitepapersource.com and you click on "store" you can find out more about that. But, basically what we'll do is go ahead and analyze a piece that's already been written.
Me, in particular, will provide you extensive commentary on how to strengthen the piece. It's a very low‑cost way for you to get access to someone who really knows what they're doing, and yet, you could still do it all yourself.
I provide this service to a lot of my clients, where they want to do it themselves and they know they are a pretty good writer, but they just need that little bit of guidance to push them up the hill.
Denise: Right. That's what I was thinking. If the person can't afford the sixty‑five thousand dollars for that phenomenal white paper, they could still get some editing help with it.
Michael: Yes, we charge five hundred dollars for a peer review service, where I basically go through the document and really give them a lot of guidance. And it's helped a lot of people prevent dramatic...
What I tell everybody is, white paper is a huge project and you put a lot of energy and effort into it. And you may as well consider some small investment to make sure you get it right. Because the fact is, once this thing is out, you're not going to want to through the process of doing it all over again.
Denise: I was just going to say, they've got a long lifespan. When did you write the one on how to write a white paper?
Michael: I wrote that four years ago and I counted yesterday that 63 people registered for the darn thing. So, it's still chugging along.
Denise: Right. So it's worth that small investment for those leads. You have what, fifty thousand leads from that?
Michael: Exactly. And the return on investment can be huge. Because if you sell a service and figure out how much that service costs, ask yourself how many you have to sell in order for the white paper to eventually return its investment to you.
And I think you'll find that you won't have to sell very many of what it is you're selling to quickly have this be a very profitable endeavor for you.
Denise: Right. OK, well, I think on that note, since we've gone a couple of minutes over, but I wanted to make sure we got that in. Patsi?
Patsi: Before we wrap up, I'd like to let our listeners know about our guest for next week. Denise, do you want to announce that?
Denise: Yes. We will be speaking with Allen Voivod. And he is CEO of a company called Ephiphanies Inc.. His wife, who is also his business partner, can't make it, but he is going to be talking with us about content generation and all the ways that you can use content and how to manage your content and create a plan for managing content.
So it's kind of a nice seque from this white paper discussion that we've had. And don't forget that you can find out more about Michael Stelzner and writing white papers at www.whitepapersource.com and www.writingwhitepapers.com.
And, again, if you want to go deeper, and this is a great opportunity, we are presenting a teleseminar on how to use a white paper as a lead generator, Michael, on Wednesday, June 6th. And you can go to www.bloggingandbeyond.com to get the details. Thank you, Mike.
Patsi: Thank you.
Michael: Thank you. Thanks for having me.
Patsi: We appreciate it.
Denise: You've been listening to "Blogging and Beyond" on BlogTalk Radio and you can always get the latest information about the show at Bloggingandbeyond.com. So, the time is now...
Patsi: And the time is now to attract, sell, and profit. Blog on!
About the The Blog Squad: Patsi and Denise have co-authored, "Build a Better Blog: The Ultimate Guide to Boosting Your Business with a Professional Blog" and many other blogging programs to address niche blogging. They host a Blogging and Beyond, a weekly Internet radio show. You can get their free weekly ezine Savvy eBiz Tips at http://www.savvyebiztips.com/.
Blogging experts Patsi Krakoff and Denise Wakeman are known as The Blog Squad™. They have teamed up to help professionals Attract, Sell and Profit by harnessing the power of blogs, newsletters, and ecommerce systems. Between them, they have 17 years of Internet know-how, write on 10 blogs and publish 2 ezines.
It was fun being a guest!
Posted by: Michael A. Stelzner | June 22, 2007 at 05:49 PM