The Taylor Report for B2B Copywriting

White papers, bylined articles and case studies are the workhorses of the B2B marketing world...

and your ticket to success.

It's the sizzle that gets the press. Multi-channel marketing, webinars, gazillion-dollar sales letters... whatever. But in B2B -- especially high-tech B2B -- it's the facts and the proofs that still sell the product.

If you're a PR or marketing pro, from the agency side or in-house -- or a freelance copywriter -- or a want-to-be freelance copywriter -- this ezine is for you.

When you're marketing high-tech products and services, you've got to keep your marketing communications in front of your prospects. The most important communications are the three core elements: white papers, case studies, and bylined articles. These three core elements make up what we call the Core Collateral Program and work by proving your technology, market, and company to your prospects.

White papers prove your technology. Technology customers depend on white papers to help them make their purchase decisions. When they're interested in a certain technology or vendor, they'll look for a white paper to read. And if readers like your white paper they'll distribute it to everyone else in the decision-making process.

Case studies prove your market. Case studies or customer success stories are compelling to prospective customers. References and testimonials are great things to have, but customer success stories flesh out those testimonials and give them teeth. And if you match the case study customer's industry to the prospects, it's clear to prospects that your company knows how to successfully operate in their industry.

Bylined articles that prove your company. Bylined articles build industry recognition for your technology, position your executives and engineers as experts to your target audiences, and yield highly qualified leads that result in sales.

Still not convinced you need to know this stuff? Read on.

"How can bylined articles help me?"
Over 90% of engineers report that trade magazines are their number one source for getting information about suppliers.

"How can white papers help me?"
79% of IT professionals read white papers to learn about new technologies, 73% of them consider white papers very valuable for keeping up-to-date on the latest trends, and 62% use white papers to get information on actual implementations.

"How can case studies help me?"
Next to white papers, customer success stories or case studies are the most popular tool in the technical marketer's toolkit. That's because it's one of the most powerful tools available to your sales force.

Subscribe TODAY and learn everything you need to know to base your marketing outreach on white papers, bylined articles and case studies. You will:

• Increase your brand reach
• Build your reputation
• Bring in many more qualified leads.

Who am I and why am I writing this?

I'm Christine Taylor, a freelance journalist and copywriter with 20 years experience in the high tech world. I know what IT wants and needs to know, because I was there for 15 years. Give them the facts, tell them why it matters, show them how and where your technology works, and works well. And you'll grab more highly qualified leads then ever before, and that means more sales.

Warmly,
Christine

P.S. Subscribe today and download "How White Papers, Bylined Articles, and Case Studies Work Together to Increase B2B Technology Sales!"