[Legacy post: Small Business Talent] Many independent professionals are seeking better ways to build credibility and generate targeted leads. One powerful and proven way to approach this is through writing white papers that help prospects to solve compelling problems.
My guest on the podcast today, Brian Boys, is an advertising and marketing copywriter who has worked with entrepreneurs and companies throughout the world over the past 25 years. Brian is also the author of a fascinating and useful new book, How To Write A White Paper In One Day, which he wrote to help busy people like us tap the marketing power of white papers.
In his book, Brian takes the non-professional writer step-by-step through the process of creating a concise and convincing white paper. How To Write A White Paper In One Day is built around an innovative template which takes the guesswork out of how to structure your white paper for maximum impact.
In this fast-paced, focused discussion Brian explains:
- Key differences between white papers and other marketing tools
- The benefits of writing your own white paper (in just one day)
- Ways to uncover your most compelling white paper topics
- How to create the strongest argument for your services
Do you need more targeted leads for your professional services business? If you said yes, then you don’t want to miss this practical, content-rich interview. Scroll down to the Podcast Player now and get ready to take some notes!
[Legacy post: Small Business Talent] Most independent professionals I know are confident in their ability to do outstanding work for their clients. However, many would readily admit that they aren’t very skilled as persuaders. This deficit limits their ability to win new business.
That’s why I invited Ken O’Quinn to share his unusual persuasion tactics with us today. Ken taps the power of behavioral psychology to craft persuasive communications (both spoken and written).
For more than a decade now, Ken has taught thousands of professionals worldwide through his live workshops. His clients include major companies like Chevron, Visa, Oracle, Intel, UPS, John Deere, Campbell’s Soup, Burson-Marsteller, Edelman, and Fleishman Hillard.
Ken offers individual coaching to corporate executives and independent professionals like us. He also speaks at many national business conferences and shares his insights on what behavioral psychologists have discovered about how to influence and persuade others.
In this content-rich interview, Ken shares fascinating information on ethical influence and persuasion, including:
- The importance of recognizing and reducing buyer reluctance before attempting persuasion
- Why communicating features and benefits may or may not be persuasive
- Eight unorthodox persuasion tactics that get prospects and clients to yes
What would becoming a better persuader mean to your marketing and sales results in 2015? It might mean a lot — so don’t miss this information! (Scroll down to the Podcast Player below and listen now.)