White papers, position statements, state-of-the-business reports, management discussions, and industry profiles are essential for enlightening internal audiences and instrumental in designing messages to communicate with external audiences.
Each type of document requires that facts, stats and forecasts are gathered through secondary or primary research, and the writer must analyze and condense them into cogent, easily navigable documents.
Profile America, Inc. was created in the mid-1990s to produce “Quick-Learn Reports” on more than 200 industries, to help educate ad-sales teams at yellow pages and newspaper publishing firms about the industries into which they were selling advertising and marketing campaigns. See Quick-Learn Reports on the hardware and motorcycle industries below:
Primarily covering industries dominated by small- and mid-sized businesses (SMBs), our material was used to train sales staff and equip them in the field to “walk the walk and talk the talk” of their advertisers’ industries. Clients included YP.com, DexMedia, Hearst Media, Scripps, and other newspaper and yellow pages publishers. Consultative selling was a priority then; today, while many publishers still train their ad sales reps, more often they train them primarily to help advertisers move up in search results and not so much about dynamics within certain business and industry sectors.