To survive in business it’s no longer enough to have a great product.
You need to discover increasingly creative ways to connect with your ideal customers and convince them that your product or service is the best for them.
White papers can help with that.
For example, a white paper can . . .
Ultimately white papers, special reports, e-books and executive briefs are designed to help you win business. From the first page to the last they are full of high value substantive content that aims to educate your ideal customer and bring them on board.
Why make white papers part of your marketing plan?
Once written a white paper can be creatively adapted for multiple uses. For example:
Ready to stand out as an expert?
Many white papers these days are presented in a two-column format.
What benefits does the two-column format have over a single line of text?
In short, it’s all about how your brain scans and processes information.
Research shows that the optimal amount of text for printed materials is just
60 characters per column.
More than 60 characters per column and the brain has difficulty in scanning through the text. It’s the same principle as needing to take a visual break by adding some white space between paragraphs.
Long lines of text, just like long sentences can be harder to read.
For technical and medical papers, a two-column layout also allows graphs, tables and other graphics to be clearly presented without taking up too much page space. That said, many companies prefer the clean and simple lines of a single column layout. That can work very well too, just as long as the page has wide margins, and the text runs to no more than 90 characters per line.
It’s all about helping the reader to understand your message as easily as possible.
Hi, I'm Anne, welcome to the Mind Body Ink blog.