A white paper about white papers – Unlock the Gate!
Hi,
Why must white papers be locked behind a gate? Well, there really isn’t a reason for it. In fact, ungated white papers probably work better for vendors and consumers. This free white paper explains why and how to embrace the idea of just giving your white papers out without that darned form getting in the way.
You can get it on my web site here.
This white paper comes from ideas I learned from David Meerman Scott from Seth Godin and from Pragmatic Marketing classes I have taken.
Oh, I also have some personal experiences and ideas of my own that helped me come up with this white paper 
Thanks for reading it. You can leave comments here if you want to.
Gary
Again, you can download my new whitepaper on my web site here.
6by7 Reports on white papers :: ProductMarketing.com said,
September 14, 2011 @ 7:56 AM
[...] via 6by7 Reports. [...]
Steve Johnson said,
September 14, 2011 @ 8:03 AM
Thanks for your ebook. I know what sales and marketing teams want but I try to look at everything from the consumer’s point of view. I know I won’t give lead info to a marketing team in exchange for a white paper. I’ll give bogus info instead. Honestly, I’d probably be willing to leave my valid email address but nothing more. Certainly not the ridiculous amount of info most require,
So my vote is for ebooks & white papers to be as free as we can make them.
Gary Dietz said,
September 14, 2011 @ 11:32 AM
Steve, thanks for the public reply. I’ve always enjoyed your classes and respect your opinion.
What makes me super-double peeved is when a company asks me to create an account to download their whitepapers. Now, not only do I need to supply information, I need to remember another password just to gain access to their materials. I may even have to use an e-mail confirmation process to get their stuff. Which of course doesn’t work if I use mmouse@mycompany.com as my email address. So they spent money to get me to their site, interested me in their whitepaper(s), but I abandoned the transaction. Yes, of course many truly interested people will jump through these hoops, but many won’t.
-Gary
marly youmans said,
September 14, 2011 @ 3:40 PM
Gary,
I like the somewhat paradoxical act of giving away a white paper to argue that white papers should not be locked up. I already knew you were a marketing genius.
HanaPipers said,
February 7, 2012 @ 5:03 PM
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February 16, 2012 @ 1:27 PM
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