It's a shame, really. What better opportunity to explain in detail your thought process to a prospect that desperately needs to learn about it than the white paper? And yet, after years of abuse by companies that cared more about their marketing message than their product or prospects, the tool has lost much of its appeal. This is particularly unfortunate for mortgage technology firms.
The complicated solutions offered by tech firms practically cry out for the detailed treatment that the white paper offers. But lenders, expecting them to be little more than brochures, rarely spend the time it takes to read them.
Here's an idea: Don't ask your prospects to read your white paper.
Use multimedia to read it to them. Adding audio, video and interactivity to your document will bring home your message in a powerful new way, for a lot less than you might think. If you want to find out more, e-mail me.