Bob Bly shows there's more to white paper marketing than just white papers--including edu-marketing.

During the past 20-plus years, Bob Bly, www.bly.com, has become one of America's leading direct response copywriters. He's also one of American businesses' most prolific writers, with over 50 titles to his credit.

Bob has probably done more to teach other writers the craft of effective and persuasive writing than anyone else, through titles like his perennially popular The Copywriter's Handbook.

Many of the qualities that have contributed to Bob's success are visible in his White Paper Marketing Handbook: How to Generate More Leads and Sales with White Papers, Special Reports, Booklets, and CDs (Thompson, 2006).

His books, for example, are typically introduced with deceptively simple titles and subtitles that clearly describe what's inside and the benefits you'll enjoy by reading.

His books simultaneously provide an understanding of the subject's context as well as the step-by-step list of actions needed to profit from the benefits.

Edu-marketing and "bait pieces"

Bob sets the stage for white papers by describing the benefits of edu-marketing, which he defines as, "creating marketing messages that look, feel, and sound like objective, unbiased, useful information." In today's market, claims don't work as well as building loyalty by "positioning your product as an essential component of the solution provided."

By providing helpful information to those interested in it, edu-marketing not only primes the pump for future sales by explaining the seriousness of a problem, it also builds loyalty by sharing the information. It gives you the opportunity to show how your product is the ideal solution.

Where Bob differs from many of today's marketers is in his use of examples showing education marketing in action, some of which go back 80 years. Lambert Pharmaceutical Company's Listerine is a case of point. Listerine sales were based on describing the negative effects of bad breath, and showing consumers how the mouthwash treated the problem.

Edu-marketing's success is also based on using "bait pieces" to deliver useful information. Regardless of how information is packaged and delivered, "bait pieces" make it easy for firms to identify prospects who are interested in the problem.

Whether it's the Hair Club for Men, a Free Inventor's Kit, or the introduction of a new-model Mercedes-Benz, bait pieces educate while they identify.

Positioning, message, and follow-up

One of the most important areas where The White Paper Marketing Handbook differs from other books on the subject is Bob's emphasis on "different white papers for different readers." Top management, engineers, IT professionals, and line management all have separate information needs. It simply doesn't make sense to try to target all markets in a single white paper. A more effective approach is to create different white papers for different constituencies.

As for bait-piece messages, Bob's prescription for success reads like a reporter's guide to success:

* Who benefits from the product or service?

* What benefits does the product or service offer?

* When is the product or service needed?

* Why is the product or service better than other products and services?

* Where is the product or service used?

* How do you choose and use it?

Chapters 7 and 8 are two of the best. In chapter 7, "White Paper Alternatives," Bob suggests a wide range of options, including software, seminars, CD-ROMS and DVDs, audio albums, booklets and pamphlets.

In chapter 8, "Using Direct Mail, Ads, and Other Lead-Generating Communications," Bob not only describes the alternatives but includes numerous lists of do's and don'ts to help you make the most of each option.

Throughout these chapters, Bob describes the steps as well as the options, along with warnings and tips.

When you're finished reading The White Paper Marketing Handbook, you'll know more about the history and potential of white papers. You'll also be informed enough to know what to do when white papers are ineffective.

Bob Bly always delivers the goods. The White Paper Marketing Handbook is no exception.

Visit Roger C. Parker's www.publishedandprofitable.com and download a free copy of Write Your Way to Success, a Step-by-Step Guide to Getting Published.