Paper Thin

Paper Thin

vtg 70s paper thin WESTERN PEARL SNAP SHIRT soft XL $9.89

vtg 80s paper thin SAWTOOTH WESTERN PEARL SNAP SHIRT dee cee INDIE soft SZ XL $12.59

M *vtg 80s CINCINNATI SPORTS shirt * BurNOuT paper thin $24.99

S * vtg 80s NAGS HEAD North Carolina shirt * PAPER THIN $17.99

vtg 70s paper thin TOM SAILOR WESTERN PEARL SNAP SHIRT retro INDIE plaid SZ L $17.09

Vintage Surf OP Shirt PAPER THIN 1985 OCEAN PACIFIC SURF Swim Boarding Skate M $49.99

S / M * vtg 80s 1985 1986 SALTON SEA SCIENTIFIC paper thin t shirt $22.99

Vtg RARE Tenth Annual 1980 Smoke & Fish Derby WEED DRUGS Paper Thin 50/50 Shirt $25.00

Vintage 80s Paper Thin Sears Dragon Striped Pocket Polo Shirt M/L Medium Large $35.00

Vintage 70s Brown Striped Hang Ten Surf Polo Shirt Paper Thin M Medium $55.00

Vintage 80′s PAPER thin Diet pepsi 10,000 Meters series skinny Ringer t shirt (S $9.99

L * vtg 80s paper thin RAYON St Louis Blues t shirt * heather gray hockey $44.99

L / XL* vtg 80s paper thin SCREEN STARS shirt * YOUTH ALIVE Christian NASHVILLE $14.99

M * vtg 80s MICKEY MINNIE MOUSE shirt * PAPER THIN ohio $29.99

vtg 80s retro ELY western PEARL SNAP SHIRT paper thin L $15.29

VTG 70′s…LEVIS…ROCKABILLY….BROWN …PLAID…PAPER THIN…SHIRT…L $24.99

Vintage 80′s PHANTON OF THE OPERA t-shirt size XL Paper Thin still new $20.00

Paper Thin Vintage PIKE PLACE MARKET SEATTLE t-shirt size XL 1989 super thin $15.00

L / XL * vtg 80s CORPORATE FOLLIES shirt * SCREEN STARS * paper thin * NOS ? $17.99

Vintage American Heart Association t-shirt size large Paper thin $7.00

Vintage ROYAL CARIBBEAN ship cruise t-shirt size large Paper Thin $10.00

Vintage WORLD PETS SOCIETY PANTHER t-shirt size XL Paper Thin $10.00

Vintage TERRITORIAL HOUSE t-shirt size XL paper thin NEW MEXICO $10.00

XS * paper thin HUNTINGTON WEST VIRGINIA t shirt * SCREEN STARS * fox den $17.99

Vintage Paper thin 80′s t-shirt size XL LIFE IS NOT A DRESS REHEARSAL $10.00

Vintage INXS Concert t-shirt size XL 1988 KICK tour Paper Thin $200.00

XL / XXL * vtg 80s SAN ANTONIO TEXAS shirt * PAPER THIN $17.99

S / XS * vtg 80s paper thin YMCA heather raglan t shirt * GYMNASTICS * small $17.99

XL * BOOT SCOOT & BOOGIE country music shirt PAPER THIN $19.99

L * NOS vtg 70s 80s KAHN’S HOT DOG shirt * PAPER THIN & SOFT $24.99

Vintage Stockman Floral Western Shirt L paper thin $24.00

vtg JUST VOTE NO paper thin SCREEN STARS shirt L / XL $19.99

S / M *vtg 80s CHEROKEE NORTH CAROLINA shirt PAPER THIN $9.99

S / XS vtg 80s WILDCATS paper thin shirt * SCREEN STARS $9.99

L * NOS vtg blank paper thin SCREEN STARS shirt * PEACH $6.99

vtg 80s paper thin SAWTOOTH WESTERN PEARL SNAP SHIRT dee cee INDIE soft SZ XL $17.99

VINTAGE 80′ JOE CAMEL CIGARETTE RAYON PAPER THIN T-SHIRT SZ MEDIUM $145.00

L * vtg 80s 1981 MORGANTON NORTH CAROLINA shirt * PAPER THIN * orange $19.99

S * vtg 80s 1986 MINNESOTA penguin shirt * PAPER THIN & SOFT * party animal $19.99

vtg 80s PAPER THIN novelty BURN OUT indie T-SHIRT top L $23.99

---

We’ve Posted our White Paper on the Net, But No One is Clicking or Calling!

WE’VE POSTED OUR WHITE PAPER ON THE NET,

BUT NO ONE IS CLICKING OR CALLING!

HOW TO BUILD A COMPREHENSIVE (BUT SIMPLE) WHITE PAPER MARKETING PLAN

White Papers have a great reputation for really working – for getting more leads, closing more sales and helping companies reach positions of thought leadership in their industry.

And yet… many companies have this complaint:

We’ve written a great White Paper. We’ve posted it on our website – and there has been VERY LITTLE RESPONSE.

Like the tree falling in the forest, if no one hears about the White Paper, does it really exist? Well, sure, it’s there, but if it doesn’t have an effect, if it’s not noticed, does it really matter?

In order for your White Paper to matter it has to be heard, read, it has to make an impact. Posting White Papers alone is clearly not enough.

This report presents ways to market White Papers more effectively so they can truly be heard falling into the hands of prospects, decision makers and buyers – So you can hear a resounding YES to your product or solution.

80% of Companies Make the Same Mistake

According to leading B2B copywriter Steve Slaunwhite, nearly 80% of companies make this very same mistake. They post their White Paper to their website and wait. And wait some more.

Why? It boils down to inexperience. While brochures have been around for centuries, White Papers as marketing tools are a relatively recent phenomenon. And while it is clear that they work, companies simply are not aware of the means to get them to do so.

White Paper specialist Michael Stelzner presents a similar argument. In his book, Writing White Papers, he describes the “post and hope” fallacy. Companies spend a lot of money and effort to put out a terrific White Paper only to post it their website and wait – “if you post it they will come.” Companies are inevitably disappointed in the results, often questioning the efficacy of their choice of White Papers as a tool.

Blame the Messenger, not the Message

In situations like this, it’s not the message, but the messenger that’s the problem. White Papers are uniquely effective – they slip under the “don’t try to sell me” radar. They convince in a non-threatening way. And they have a great track record of closing deals.>

But they have to be seen to be effective. When they are not seen, it’s their method of delivery that must be further examined.

Make a White Paper Marketing Plan

White Papers are extremely valuable marketing tools. Your mission is to get them seen as much as possible, to get them passed around. And once they get into peoples’ hands, they will work very strongly and effectively for you.

Considering how valuable a tool they are, it is more than worthwhile to make a Marketing Plan for getting them seen. This plan does not have to be overly complicated or expensive. What it should be, though, is varied and far-reaching. Don’t just post it – use the different means at your disposal to expose your White Paper as much as possible. Get it seen. And when it is seen, it will certainly be heard.

Suggested Marketing Plan Components

Steve Slaunwhite provides several suggestions for steps companies can take to market their White Papers. These steps can be taken in part or in whole – based on what works for the individual company. The important thing is to plan ahead with numerous components, to utilize a varied comprehensive plan.

Price Tag Promotion

White Papers need to be promoted and sold as items of strong value. Giving them away for free lowers customer perception of the actual worth of the White Paper.

This doesn’t mean you need to charge customers. Rather, they should be promoted and “sold” as if they had a price tag. To that effect:

• Put an icon on the front page indicating the newly available White Paper
• Build a separate landing page devoted to the White Paper
• Use compelling sales copy on the landing page
• Use contact information as the “sales price” for the White Paper download and start that first step of having your White Paper get customers in the sales funnel

E-Promotion

Companies that have an electronic presence besides their website should certainly use that to get the message out about their new White Paper:

• Add descriptive content and a link to the landing page in the company e-newsletter or ezine
• Send promotional copy with a sign-up link to the opt-in e-mail list
• Announce the White Paper with a more personal discussion style in company blogs

Print Hand Out Promotion

In addition to the typical PDF production style, companies should print physical copies of the White Paper. Remember to keep it professional looking, but not too slick – White Papers work because they are not brochures – they go beneath the “hype radar.” That means not being too stylized, not having the company logo everywhere, etc.

Once available in a physical version:

• Distribute as a highly effective “leave behind” tool for salespeople
• Use at trade shows for marketing material that will truly stand out from the thousands of brochures that get “circular filed”

Repurpose

White Paper content can be easily repurposed. This will get their message out in other media, while at the same time, give an opportunity to deliver the actual White Paper as a supplement.

• Convert the White Paper content to PowerPoint slides. Present the slides as part of an Executive Lecture, or a similar sales presentation. Make the actual White Paper available as a hand-out following the presentation
• Submit a magazine-style article based on the White Paper content to business publications. Add a link to the White Paper sign-up form.

Lead Generation – Direct Mail Piece

Direct Mail campaigns for White Paper signup have been known to have dramatic response rates of 3%, 5%, even 7%, depending on the strength of the material.

Prepare a simple, one page Direct Mail piece to appropriate mailing list prospects. Use Your ezine list, opt-in list, or perhaps a purchased list for your mailing list.

• Add an icon sized picture of the White Paper
• Use promotional copy for the White Paper
• Keep it straightforward, short, and direct

Press Release

Press Releases can be another valuable methodology for gaining readers of your White Paper. This is particularly so if the product is really new, unique and different.

• Structure it well – make it “Newsy”
• Either attach the actual White Paper (if you know the editor) or attach a note saying contact us, we’ll send you a copy

Additional Marketing Plan Possibilities

Steve Slaunwhite describes the above marketing plan suggestions as best practices. They are particularly effective in terms of their simplicity – they do not require tremendous budgets, or intense levels of preparations to reach maximum impact.

But they are by no means the only possible components of an effective White Paper marketing plan.

Michael Stelzner presents a number of additional suggestions:

Syndication

Companies frequently promote their White Papers via syndication networks. In this scenario, companies pay a service provider who places the White Paper across a network of targeted websites based on ideal leads.

Public Relations

Companies often hire public relations firms to promote their White Papers, as well as the new technology or service it describes.

Pay-Per-Click Advertising

Google Adwords and similar tools are frequently effective methods of drawing attention to White Papers. They are particularly targeted, as only those who are looking for the solution you offer click the relevant advertisement.

Stephan Tornquist, research director of MarketingSherpa.com provides some further suggestions:

Search Engine Optimization

Make sure to use the latest Search Engine Optimization techniques, particularly in Press Releases describing the White Paper. This will enable a great deal of exposure in business press, in blogs, and at times in the mainstream press as well.

Podcasts

While rather new, Podcasting can likewise have a positive effect in getting the word out about your White Paper. Make sure to use someone with a passionate voice (both literally and figuratively) to announce and describe your product or service. Podcast in a series, rather than just in an isolated one-shot scenario.

Putting it All Together

White Papers are extremely valuable tools for getting leads, closing sales, and becoming known as industry leaders.

But White Papers must be seen to get your message heard.

Posting your White Paper to your website and waiting is a recipe for failure and disappointment.

Use the ingredients in this report to build a Marketing Plan to promote your White Paper. Make sure it gets seen. Make sure it gets read. Only then will response you intended for it be strongly heard.

References:

Steve Slaunwhite, interviewed by Sheldon Gladstein, GladsteinConsulting, February 16, 2007

Stelzner, Michael A. Writing White Papers: How to Capture Readers and Keep Them Engaged. WhitePaperSource Publishing, Poway, CA 2007

For a list of syndication resources, refer to Appendix III of Michael Stelzner’s “ Writing White Papers: How to Capture Readers and Keep Them Engaged.”

As interviewed by Nettie Hartstock for WhitePaperSource, http://whitepapersource.com/marketing/tornquist-interview.html

About the Author

Sheldon Gladstein specializes in writing White Papers that are clear, interesting and above all, highly effective. He has years of experience explaining technical solutions in concise, easy-to-read material. He combines this with being able to get the customer to nod his head and say – this is exactly what I need. To learn more visit http://www.WhitePapersThatWork.com, email Sheldon@GladsteinConsulting.com or call (718) 874-9212.

What do you do in college when you need to moan during sex? The bedroom walls are paper thin …?

How can is to moan out loud? Is it common or only whores do that?

That's when the music comes in handy. Play music, sex, nobody knows the difference. Or, they do, but you can not hear them. Either that, or learn the art of being quiet. If you're an exhibitionist can be super strong, but you run the risk of everyone hating you. (I'll add that in two years living in the dorms that only people heard twice. Once it was the middle of the loud music this man was playing and none of us ever complained about his music again, because I knew why I played so hard when he did. The other time was a friend of ours to end of the hall that he realized his new girlfriend was as strong as she was … a note under the door closed to the two above. My boyfriend and I had a lot of amazing sex in each other's bedrooms without fanfare. You just kind of learn how to use a pillow to his advantage lol.)