I regularly follow a number of marketing, copywriting and Information Technology blogs, including Jonathan Kantor’s ‘White Paper Pundit’. He’s got an interesting take on white papers in this short attention span ‘web 2.0′ world, and I’ve learned a lot from his writings and training offerings.

A recent post of Jonathan’s piqued my interest.

It was titled: “How to Feature a White Paper on YouTube” and I encourage you to read it first – because this post’s a response to his!

I intend to write about two things today:

a) Intermec’s video white paper on YouTube.

b) Intermec’s downloadable pdf white paper with embedded streaming video.

OK. First up is that YouTube Video White Paper – Smart Phones Tough Enough For Work?

Jonathan’s post described the use of video white papers and other multimedia informational marketing activities as, “freeing your content“. He used a company called Intermec, a supply chain technology provider, as an example.

I watched part 1 of their video white paper on YouTube and agree with him that it’s a well-planned and professional production.

By discreetly showing their own product being subjected to a whole raft of tests – vibration, drop, tumble and electrostatic discharge – and also explaining the significance of each of these to their customers, Intermec were sending a very subtle but powerful message about the degree of engineering and testing that goes into making rugged and reliable hand held mobile computers (their cs40) or smart phones.

In fact, I was impressed enough to leave this comment:

My comment above refers to two things:

1) It’s easy to forget that the description box below each video hides additional space for providing information. But you have to click on the down arrows to see them. That’s why I’d prefer to have their url for the cs40 landing page (or for the white paper download page) more immediately visible.

2) If you go to Intermec’s cs40 landing page there is lots of product information, including additional videos, but not the white paper itself. Intermec have a separate url for it that requires registration.

That’s fine (I registered for it) but I think it would be worth split-testing one versus two urls within the YouTube description box. The idea behind having just one url is to encourage the user to go direct to the landing page and then present the white paper sign up box when they arrive.

And now for Intermec’s downloadable pdf white paper with embedded streaming video.

(The url’s available in the YouTube video comments section.)

Here are three things I really liked about this white paper:

• Just 7 pages of vendor-independent and educational marketing information.
• Effective use of sub-heads for skim readers.
• An informative and controversial headline….with a sub headline that sets up the white paper’s theme.

(Image source: Intermec’s Smart Phone White Paper)

Intermec have embedded four links within this white paper to video clips that help explain and qualify the text. I like this approach because:

a) it again reinforces their authority status within the industry.

b) the videos are educational and well done.

The downside for me was that they took too long to load.

I’m talking 3 to 4 minutes before the actual streaming begins. It might be because I’m in Japan and their servers are US-based but I doubt it, as other video material streams just fine from US, UK and Europe.

If the video clips started streaming within 10 seconds or less this technique could be very effective in gaining ‘mind share’ and engaging with prospects.

In conclusion, Intermec are to be commended on their creative use of videos and text-based content (web content pages, landing pages and downloadable white papers). I expect we’ll see an increase in the number of multimedia white papers as streaming technologies mature and effective broadband availability becomes commonplace.

- Mark ‘white paper writer’ McClure

Well, maybe ‘mentoring monastery’ is a stretch to believe in but hear me out… and I agree, the headline’s a long one. Still, there’s a special offer below to die for – that is, if you can stand the pain.

Read on.

As a teenager in the ’70s, I’ve strong memories of the late David Carradine in the cult TV series, ‘Kung Fu’. His character, popularly known as ‘Grasshopper’, was a Shaolin monk trained in Eastern philosophy and the martial arts, who roamed the American Old West righting wrongs with words and the occasional fisticuffs.

It may be hard to believe these days but we fans lived for the 2 minutes (or less) of Kung Fu action in each episode. There was very little in the way of blood spilled or gratuitous violence and almost every episode included long flashbacks into Grasshopper’s training and his mistakes back at the Monastery.

And it’s to that monastery angle I now return.

You may recall from last week’s post that I wrote of my decision to enroll in a six month case study mentoring course .

I’m a great believer in the value of paying for education from people who know what they’re doing… hence my donning of student garb and the desire to learn and practice the case study moves. If it worked with white papers, I believe it can work with case studies.

To get into character I’ll simply imagine Grasshopper’s flute (he always carried it, and no weapon) as my digital copywriter’s pen. Japan can substitute for China (we’ve plenty of temples here), even though there’s currently a spot of bother between them over some disputed islands in the S.China Sea…

But, how can I conjure up Casey as my mentor if she’s in the US and clearly not anything like the elderly Asian monk who guided David Carradine’s character?

Well, having listened to Casey on a teleclass and seen her picture here, the best I can come up with is Laura’s mum from another great show, ‘The Little House on The Prairie’. (Note: This might be cause for suspension from the mentoring class on grounds of gross insubordination, or even of diminished responsibility!)

Where’s The Special Case Study Copywriting Offer?

Yes, at least 3 of the four people still reading this far will be silently screaming this question out loud in their heads. Fear not, I promised you pain at the start, and pain you got in spades.

Now comes the soothing salve of an offer any meditating marketing managers for IT Networking companies just cannot possibly pass up…

Take a look at this:

Since I have 6 months of access to Casey’s formidable case study experience via private discussion board and email, here’s what’s on offer from me:

Each month, from October to March 2011, I’ll reserve time for two case study copywriting projects at 50% off the full rate.

They’ll follow the professional method that Casey describes in her book, ‘Stories That Sell’, as well as tips and techniques I’ve picked up from other professional copywriters, such as Bob Bly and Steve Slaunwhite.

Here’s what the Case Study Copywriting Offer shown above is all about:

1) How Much?
50% off my standard case study copywriting rates:
$500 – 2 pages
$1000 – 4 pages

2) What’s Included?
a) Phone Interviews
b) Case Study Outline for your review before writing begins.
c) Up to 2 Drafts for your review before final copy submission.
d) Final Copy (in electronic form).

All backed up by my 100% satisfaction guarantee – which means if you are not completely satisfied with the final copy, I’ll rewrite the case study until you are.

3) How Many?
Interviewing for and writing quality case studies takes time. I’ve also got other clients with full fee copywriting projects to deliver on. That’s why I must restrict this offer to just two case studies per month (from Oct 2010 to Mar 2011, inclusive).

4) Who Benefits?
The idea client is a marketing manager of a company in the IT Networking sector who has a case study project ready to roll.

5) Don’t Miss Out!
First come, first served!

Each month the slots will be announced first to my white paper email list.

A day or two later, the offer will be announced here on the blog, via Twitter and my FaceBook page.

When they’re gone, they’re gone.

Any additional requests for case study projects that month will be quoted at the full rate.

Professionally-written case studies are one of the best ways to build rapport with prospects who are ready to find out more about what your computer networking products and services can really do for their business.

Don’t miss out – sign up for the email notification today.

- Mark ‘case study warrior’ McClure

PS – Please note that I will be doing the work on any case study copywriting project you may hire me for. Although I will have access to Casey via email for questions relating to the course material and knowledge gained, there’s no consultancy or copywriting from Casey included in my offer.

Well, it’s taken a little longer than I expected in this post, but I’m pleased to say that the new look samuraiwriter.com web site is now open for business.

I’ll be adding new content there over the coming weeks and months – in addition to publishing blog posts here.

You can also subscribe to receive my free white paper as soon as it’s released – the target date is 10th October.

If you’re a technology marketer in the computer networking industry, then this is for you.

Just click the image below to visit the landing page and subscribe.

- Mark McClure

PS – Oct 2011 Update:
Yes, the whitepaper  is still in the works…

Copywriters spend a lot of time crafting headlines and sub headlines, all with an eye on hooking the reader into the copy, one sentence at a time. Of course, many people do not read copy from top to bottom, line by line (although some ready-to-buy prospects will do so, multiple times…).

The point is that the ability to communicate by gaining an audience’s attention from the start requires a storyteller’s sense of drama, along with empathy for the reader.

I’m always looking for ways to improve my own skills in that area – from reading novels to writing out famous copy ads by hand. I’ll try anything legal at least once

Well, here’s an article I’ll be keeping in my copywriter’s training file for future reference. Even though it’s about how sales people communicate using (Powerpoint) presentations, the message is very relevant to writing great copy.

The article’s called:
“How Ronald Reagan Would Change Your Corporate Sales Presentation”

“Mashed potato circuit” – I love it!
(I guess in Japan, it’d be the “rice and pickles” circuit?)

- Mark McClure