Trying to Sell Sophisticated Products on Google?

If the product you are selling is expensive, sophisticated, is technical and/or involves a complex buying process - or if your company sells to other businesses - one of the most powerful marketing tools that can help you is a White Paper.

A White Paper is a document, usually a few pages long, that states your company's position on how a problem should be solved. So if you sell drills, you can write a report on how to make better holes, and you'll get lots more sales leads than merely advertising information about your drills. Why does that work?  Because: Nobody who bought a drill wanted a drill.  They wanted a hole.  Offer information about making holes and you'll be much more successful.

If you give away information like that, Google AdWords is a great way to get web visitors to come to your website, fill out a form and download your report or white paper.