McDonalds’ annual sales top $22.8 billion. They must be doing something right! Your next white paper won’t replicate their magic mix (fat, salt and sugar) but there’s still a lot to be learned here.
How can your white paper be more like a double cheeseburger?
How can your white paper be more like a double cheeseburger?
- Readily available. McDonald’s is everywhere: If you have a hankering, you don’t have to go far. Make your white paper similarly ubiquitous. Interested readers can link to it from your web site or jump there from social media. The download is quick and easy, without a lot of gates to climb over.
- Targeted. A fast food burger isn’t a filet mignon and it doesn’t try to be. It’s late night food, cheap food for hungry people in a hurry. A double cheeseburger knows its demographic and it serves a targeted purpose. A good white paper does the same, taking aim a narrow need and addressing itself to satisfy that specific craving.
- Almost enough, but not quite. Thing about a McDonalds double cheeseburger is, it’s satisfying enough. You walk away feeling like you’ve eaten but at the same time, you maybe want a little more. A good white paper works the same way: It whets the appetite and invites the diner…er, reader to explore further, to take another bite of what’s on offer.
