Whitepaper and long-form content · Marketing
A whitepaper earns its keep when a buying committee passes it around.
Content marketing covers the regular flow of articles and posts. This page is about a single document, written once, that an engineer forwards to a purchase head with a line saying read page four.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A whitepaper is one long document that argues a technical case with evidence, written for a buyer who has to convince other people inside their own company. GullySales draws the argument out of your engineers, doctors or partners, writes and designs it, and builds the download page and the sales use around it.
A whitepaper is not a blog post with a cover page. It takes a position, shows its working and admits what it leaves out. The reader who matters checks the working.
The evidence has to be yours. Readings from forty installations, a costing built out of real quotations, the failure your service team sees every monsoon. Anything that could have been copied off a search result belongs in a blog post instead.
Who it is for
This is written for you if these sound familiar.
- Manufacturers selling a specified product, where a consultant or an engineer decides before the buyer signs
- Companies whose sale needs three people to agree and only one of them has met you
- Sellers of something unfamiliar, where the first job is explaining the category rather than the brand
- Firms sitting on data nobody outside has seen: site readings, failure rates from service records, a costing comparison
- Sales teams already making the same technical argument on every call, differently each time
- Hospitals, laboratories and professional firms whose referrers want to see the method before they send anyone
Not for
It is not the right fit if.
- Businesses selling on price to a walk-in customer, because nobody downloads a document before buying a saree
- A company where no expert can spare three hours to be interviewed, since the argument cannot be written without them
- Anyone who needs enquiries this month, as this takes weeks to write and pays back over years
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The document says nothing a competitor could not say”
It was assembled from the website and a few search results. A specifier reads two pages, recognises where it came from and puts it down.
“It sits behind a form and nobody fills it in”
A gate on a document that has not yet proved its worth loses most of its readers. Several of those who do fill it in type a fake number.
“Twenty downloads and not one enquiry”
The document ended at the conclusion. Nothing told the reader what to ask for next, and nobody rang the twenty names that came with the downloads.
“The expert never read it before it went out”
A writer guessed at a specification. One wrong figure, caught by the consultant you were trying to impress, ends the conversation and the document's life.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Expert interviews
Two or three recorded sessions with the person who actually knows: the design engineer, the doctor, the plant head, the CA who signs the return.
The argument on one page first
The claim, the evidence behind it, the objection it will meet and what the document deliberately leaves alone, agreed before any writing starts.
The document itself
Eight to twenty pages in your own terminology, carrying the tables, drawings and readings a reader needs to check what you have said.
Design and a printable file
Typeset to survive being read on a phone and printed at the buyer's office, with page numbers your sales team can quote over a call.
The download page
A page written for somebody deciding whether to spend twenty minutes on this, with the gating decision made deliberately instead of by habit.
A short version for the sales call
Two pages that travel with a quotation, and the three lines the salesperson writes when sending them.
Follow-up for people who read it
Who calls a download, on which day, and with what question, rather than a blanket request for a meeting.
Refresh points
The figures inside that will date, and when to revisit them, so a two-year-old file does not quietly start telling people something wrong.
How the result is measured
- Downloads, and how many left a working phone number
- Enquiries traced to the download page
- Quotations that went out with the document attached
- Days between a download and the first call
- Search visits arriving at the document's own page
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
How the work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Choose the one argument
We take the question buyers get stuck on, drawn from your sales calls and from the objections that cost you orders last year.
- 2
Interview the expert
Recorded sessions with whoever holds the knowledge, because the specifics that make this worth reading cannot be researched from outside your company.
- 3
Agree the outline
A one-page plan of the claim, the evidence and the limits, signed off before anybody writes twenty pages nobody wanted.
- 4
Write it, then have it checked
A draft in the expert's own language, read once for technical accuracy and once for anything the company cannot stand behind.
- 5
Design and publish
Typesetting, the download page and the tracking, with a file the sales team can attach to a quotation the same week.
- 6
Use it and read the numbers
Downloads, enquiries from the page and the sales team's use of the document go into the report, and the follow-up calls get made.
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 4, presentation and proposal. The audit comes before it, and sales management keeps it running.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Should we put it behind a form?
How long should a whitepaper be?
What if we have no data of our own?
How is this different from a blog post?
How is this priced?
How long is the contract?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Whitepaper and long-form content, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- How to advertise to CFOsA finance head almost never starts a purchase. Advertising that tries to generate a CFO enquiry fails; advertising that arms the person who does start it works.
- A whitepaper for Indian industrial buyers: what goes in and what makes them download itHow to choose a whitepaper topic, set its length, decide whether to gate it and word the follow-up call, for a machinery or components firm selling to plant and purchase teams.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.