“I got your e-mail promoting your ‘Marketing with White Papers’ course, and I would like to know how it is better than Mr. X’s course, ‘How to Write White Papers’.
“I would like to take one of these courses. Can you tell me why it should be yours?”
I did not comply with KS’s request for 4 good reasons.
First, I told her: “Since I have never seen Mr. X’s course—no, I cannot compare mine to his.”
Also, does she really expect an objective opinion?
I wrote my course and have been doing white papers for over 3 decades.
So naturally I think mine is the best out there.
I mean, when you go to Coke to buy a cola from them, do you think they are going to recommend Pepsi instead?
Second, KS is in essence asking me to write a mini-position paper comparing my course with Mr. X’s course on white papers.
And I am not going to write a comparison paper in the hopes of making one measly $97 sale to KS.
Third, it’s kind of a ridiculous question.
KS can read the contents of my course on my landing page.
She can read the table of contents of Mr. X’s white paper program on his site.
And then it’s a simple matter to compare the two.
Fourth, why pick one over the other in the first place?
If you are a serious student, you are going to take many courses and programs on the same topic; e.g., white papers or whatever.
My mentor, the late, great Milt Pierce, had direct marketing books lining the walls of his large home office from floor to ceiling. He never stopped collecting them, reading them, and learning from them. Neither have I.
There will be repetition among the various courses KS or you buy on a topic.
But you’ll pick up some new ideas in each. And just one new idea in an info-product can pay its cost 10X over or more.
So KS, your notion that you must choose either my white paper course or Mr. X’s is ludicrous.
If you’re serious about white papers, you should read everything you can get your hands on about them.
And with my course, there is no risk: if you don’t like it, just return the material for a full product refund.
So your risk to preview my “Marketing with White Papers” is zero, because of my 100% unconditional money-back guarantee of satisfaction.
And if you can’t pull the trigger on that, KS, maybe you are not that serious about working as a white paper writer.
Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.