4 Steps for Writing Lead Generators

Sooner or later, as a small business professional, you'll have to write copy that persuades.

Michael Stelzner at his White Papers seminar in San Diego gave some great tips, not only for white papers, but for writing any advertorial or copy designed to help readers make a decision.

Patsi was in the audience Friday and soaked up a lot of wisdom from Michael.

On our poll at CoachEzines.com, voters find writing promotional copy the most challenging of all writing tasks.

It doesn't have to be that hard. When you break it down into logical sections, it's easy to craft promotional content.

One of the most valuable ways Stelzner does this for white papers is to write an introductory first page. Here's his formula:

1. Identify the reader
2. Summarize the challenge
3. Summarize the solution
4. State the goal of your white paper (or advertorial, or email promotion, etc.)

You can learn more about how to write a white paper or promotional copy that helps readers make a decision in our program with Michael Stelzner on using white papers as a lead generator:

Get a $10 discount on the audio program with Michael Stelzner, good only through September 30.

Comments

[Rebecca]

I think it becomes easier to write promotional copy once you have a clear idea of your target audience - especially their needs, but also the way they process information. For example,are they more analytical, or do they respond more to emotional copy? The results of research I've done has suprised me sometimes!

[Kelly W.]

As a small business professional, I write all of my promotional copy and have discovered that I generate my best promotional copy when I break it down into the logical sections, as mentioned in the article.