The Experts Welcome

The White Paper Marketing Handbook

Bob Bly has to be one of the greatest marketers ... a true master. I offer as evidence: “Edu-Marketing,” the key idea behind The White Paper Marketing Handbook. Edu-Marketing is one of the most important strategies for marketing to a business or technical audience today. I’m proud to say that I have been a “student” of Bob’s for almost 20 years ... yet I have only met him once in person. How did I learn so much? Through the solid guidance of educational materials he has sent me as a practitioner in the science of Edu-Marketing. It works—and I’m living proof! I’m happy to say I’ve already picked up a bunch of new ideas from The White Paper Marketing Handbook.

 

Bob’s done it again! This is the most comprehensive and only one-of-its-kind reference book on writing powerful white papers. Don’t write another white paper until you’ve read Bob’s book.

Bob Bly, consummate expert in business communications, adds this worthy volume on “white papers” to his long list of books packed with excellent advice. Follow Bob’s crisp writing and comprehensive step-by-step recommendations to beef up your sales with the powerful “edu-marketing” approach.

 

Much of our success is attributable to giving our clients and prospects free relevant information. We sponsor free multi-day client conferences, publish white papers, special reports, books and booklets. As such, we are disciples of what Bob Bly calls “Edu-Marketing.” This practice lends significant credibility to our consultative selling and, as such, we can’t do enough of it. Now comes Mr. Bly’s new “how-to” masterpiece, The White Paper Marketing Handbook, and it is a cornucopia of compelling Edu-Marketing strategies and tactical advice that will help us continue growing as trusted advisors to our clients.

 

Robert Bly’s advice is reliable and can help give a marketing professional an edge in today’s competitive environment.

 

Bob Bly’s mastery of the nuances of B2B marketing is second to none. He has deep, personal experience with every strategy and technique he shares in this meaty, incredibly detailed, totally up-to-date volume. What’s more, his book is highly readable — no surprise since Bob is one of today’s most successful and gifted marketing copywriters. This White Paper Marketing Handbook will be at arm’s reach on my bookshelf — I know I’ll reference it often!

 

At first glance this looks like a niche book. But it’s a lot more. It’s an entire course in marketing, which in a way makes sense, since the central subject is “edu-marketing.” And who better to write about than “Professor” Bly?

 

With this book, companies will be able to reach new customers for a whole lot less money than any other method I know of. Not only is this a terrific guide to marketing to executives, engineers and B2B professionals, the tips on content creation, article writing, publicity, white paper alternatives and case studies are all worth the cost of admission. In fact a freelance writer could build an entire consulting business just by following the advice in this book—and they wouldn’t be selling mere writing services to their clients, they’d be selling hot prospects. For the sales driven company, what could be more valuable than that?

 

I have a big problem with The White Paper Marketing Handbook. I didn’t write it. Bob not only proves that information has replaced boasting and bombast as the most powerful marketing tactic. He shows, with examples, checklists, recommendations and expert opinions — and 10 contemporary case studies — how savvy “edu-marketers” can attract new business by giving away free information.

 

Bob Bly has done it again. A highly valuable contribution to the world of business-to-business marketing. With some groundbreaking new concepts, like “edu-marketing,” and “bait piece.” I’m just sorry he didn’t write this for us 5 years ago.