How to Pocket an Extra $900 on Every White Paper—Class+Slide+Deck.pdf · deliverable that sets...
Transcript of How to Pocket an Extra $900 on Every White Paper—Class+Slide+Deck.pdf · deliverable that sets...
Learning objectiveBy the end of this class,
you will understand white paper plans and how to use them to complete
more successful white papers.
Class topics • What is a white paper plan?• Benefits for you + your clients• Anatomy of a plan• How to price, sell, create, and deliver a plan
• From plan to white paper
Benefits for a copywriterhelps a copywriter engage a prospect,
define a project, and manage it more successfully.
Benefits for a B2B clienthelps a client engage a copywriter,
define a project, and understand their rolein completing it successfully.
5 things I like about WPPs #1: Marketing benefits#2: Workflow benefits#3: Creative benefits#4: Project management benefits
#5: Financial benefits
#1: Marketing benefits• Gives you a competitive edge• Elevates you from “contract writer” to
“consultant” or “project manager”• Added status so you can add more value• Helps land more white paper gigs
#2: Workflow benefits• Makes a short, fast deliverable• Can do a plan in 1-2 days• Can fit around bigger projects (hint, hint)• Don’t have to say “I’m all booked up”
• Creates natural upsell to full white paper
#3: Creative benefits• Loads all project planning at the start• Splits off thinking from writing• Creates smooth pathway to white paper• Makes the writing much easier
#4: Project benefits• Reduces risk to check out prospect• Creates “frame of reference” • Helps keeps white paper on track• Helps resolve debates, cut off distractions
• Ensures more successful project
#5: Financial benefits• Pays for work you would do anyway• Boosts your fee by 15% to 20%• Maintains stream of live prospects• Smooths out cashflow
• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?
• Who does design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents
Every WPP includes
• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?
• Design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents
Ask about these
• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?
• Design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents
Negotiate these
• Business goals• Audience(s)• Sales cycle• List of SEO keywords• List of SMEs + reviewers• Sources of research• Any previous examples?
• Design? Graphics?• Timelines• Payment terms• Recommended “flavor”• Possible titles• Call to action• Overview of contents
Think about these
• Call to action• Keep it short and sweet• Follow my one-sentence formula• See http://bit.ly/1NiWooC
• Recommended “flavor”… see infographic• Possible titles… see http://bit.ly/1VxD2P3
Tips to help you think
• A detailed outline• Tons of research and footnotes• Graphics• Finely crafted prose
What’s not in a WPP
• You’re not being paid for a detailed outline• You can do too much• Overview can be shorter or longer, depending
Beware the overview
Client snapshot• Vancouver software firm wanted to get noticed • Had done a draft they didn’t like• Total budget was Cdn$4,000—including design
Notes on this project• Minimal research, essentially a rewrite• 3 audiences with subtle differences (graphic)• I proposed a numbered list• White paper came together easily
Client snapshot• Indian software firm wanted to increase business• Total budget was US$7,500 including design• Red flag = fuzzy idea of audiences
Notes on this project• 2 versions “cloned” for 2 audiences– Higher education: more footnotes, fewer technologies– Training firms: fewer footnotes, more technologies
• Came together like any white paper
• Going rate $500 to $1,000 • Could depend on prospect’s total budget• Depends on your white paper fee• WPP fee slides a little, not a lot
What’s the going rate for WPPs?
How much can you charge?
Beginner Intermediate Senior
White paper fee $2,500 $4,200 $6,000
WPP fee ~ $500 ~ $750 ~ $1,000
% of full paper fee 20% 18% 17%
Example: Competitive biddingLESS
experienced writer
YOUMORE
experienced writer
White paper fee $3,500 $4,200 $5,000
WPP fee — $800 —
Deposit required $1,750 (50% of full paper)
$800 for plan
$2,500(50% of full paper)
Difference in first payment +$950 — +$1,700
TOTAL FEE $3,500 $5,000 $5,000
Not ideal client for a WPP• Experienced dealing with writers• Experienced doing white papers• Sure what they want• Great idea for topic• Gung-ho to hire you
Ideal client for a WPP• Not experienced dealing with writers• Not experienced doing white papers• Not sure what they want• No idea for a topic• Cautious and not 100%
sure about picking you
How I sell a WPP• Hear from a prospect • Send e-mail, pointing to webpage• Note: no proposal• If Yes, send PayPal invoice• Presto! $975 via PayPal
Reduce risk with a WPP• Do plan for $$, then credit back WPP fee• Example– Planning fee $750–White paper fee $4,200– Special deal $4,200 minus $750 = $3,450
Add value with a WPP• Do WPP for $0 if client orders white paper• Example– Planning fee $750–White paper fee $4,950– Special deal $4,950 minus $750 = $4,200
4 words to help close a sale• “But you are free…”• “I’d love to carry on and write your white
paper based on this plan, but you are free to send this plan out for quotes from other writers, or to write it in-house…”
3 possible outcomes• Hot: They hire you immediately • Warm: They continue to talk,
may or may not ever hire you• Cold: You never hear from them again,
they don’t answer calls or e-mails
Steps in the process1. Sell plan and collect your fee2. Line up key reviewers for conference call3. Drive conference call with cheat sheet4. Take copious notes5. Think, polish, think, polish
Pitfalls in the process1. Sell plan and collect your fee2. Line up key reviewers for conference call3. Drive conference call with cheat sheet4. Take copious notes5. Think, polish, think, polish
Gathering comments• Schedule followup call• Go through each item quickly• If no debate, move on• Probe for areas of disagreement
Dealing with comments• Seldom get many comments• Mainly answers to questions • Get on the phone if needed• If answers change = red flag
3 best practices1. Include Goals and Audience on
first page of all drafts2. In case of disputes, go back to plan 3. If change of direction needed– See if that means scrap and rework– If so, ask for a fee adjustment