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How can a White Paper Become a more effective tool of persuasion?

The science of persuasion has moved to a new level intrigue as researchers try to discover what kind of arguments or information help buyers make purchase decisions. This article focuses on recent findings in this area and suggests how the research could be applied to the field of white papers.

Here's an important question: Should I inform your audience only the good things about their deals, or give them more of a full analysis? Some answers come from the edition of June / July 2008 User Interface Design the newsletter published by HumanFactors.com.

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What type of information Improving persuasion?
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Researchers have been investigating whether partial presentations (only counting on the good things about a product) or double-sided presentations (counting both the pros and cons) are the most effective in persuading consumers to buy a product.

A research team developed a series of experiments for products ranging from cell phones to bicycles to toothpaste to portable players DVD to medicine. In the midst of trials, consumers were presented with only positive information. In the other half, consumers were given both pros and cons. Here are some of the findings:

- Both one-sided messages and double-sided, can increase positive attitudes towards a product.

- Comments two sides are more effective to instill consumer confidence in that attitude.

- People who were exposed to both the pros and cons indicates greater purchase intent of those exposed only to the professionals - even though both groups had developed a positive attitude toward the product.

Another research team, apparently agree that people who see only the positive information be aware that we still have to come up with and analyze the drawbacks of given decision. In contrast, people who are exposed both the advantages and disadvantages of the impression that the information is complete. Therefore, is not necessary to make the effort to generate and weigh the cons before you can make a good decision. Someone has already done for them!

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What this research could mean White Papers
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For products and technical services, one could argue that white papers and technical reports similar offer a more objective to help people make decisions technology-based purchase other types of sales literature.

Some people, however, considers white papers often fall short of its potential. The topics are interesting, the titles are boring, and the content may appear too light or too boring. Instead, technologists must the tools to help to these business issues with other stakeholders within the organization. The group needs to make informed and educated decisions without having to wade through any exaggeration.

So how can a white paper do a better job of educating and persuading - without relying on a sales pitch?

Similar the idea of presenting the pros and cons, a white paper can help your audience seeding themselves to determine how likely they are to be successful with their bids. With this approach, the White Paper aims to reduce the risk of a client of failure to ensure that potential buyers meet certain basic requirements.

This is very different from trying to be convincing in the typical sense - for the purpose of attracting any person can conquer. Instead of trying to convince everyone to buy, you are trying to convince people NOT to buy if they are not good candidates for their goods. Your offerings will be ideal for right-wing parties. But, how will people if their needs are a good fit?

You help these people, establishing minimum requirements for the use of their offerings, including combinations products, services and infrastructure that may or may not support.

For a product based on technology, infrastructure could lead to high-end minimum computer equipment, digital cable, Internet, broadband, or other factors. Explicitly set these parameters in the front is a practice common in a variety of industries, especially the realistic limit collateral obligations.

Your white paper can therefore explain the features the product, benefits and parameters so that it clearly states: "Please buy this product only if it meets the prerequisites! If shoes not fit, can not be responsible if they hurt your feet! "

In this mode, you are using an approach that looks after the interests of all. It's a way conscience and principles to persuade others, using the transparency and openness.
About the Author

Adele Sommers, Ph.D. is the author of the award-winning "Straight Talk on Boosting Business Performance" program. She helps people "discover and recover" the profits their businesses may be losing every day through overlooked performance potential. To sign up for more free tips, visit her site at http://LearnShareProsper.com

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