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Project is to research, develop and write an appropriate White Paper or Report which I can persuade readers to request from my Web site. Audience is executive who is a qualified and interested prospective client for my consulting services. Then, write text for one-page sales Web Page, a landing page, which will advertise and offer this White Paper Report to readers.

Background: I do senior level and narrowly specialized executive search/recruiting (some call it headhunting). I want to use this report to interest my target audience, which is corporate executives at the Vice President, President, COO and CEO level, in asking me about my expertise in solving their senior level executive recruiting problems.

What I have: Existing Web site with old content. New content/text is being developed and soon available. New Web site structure being created and on-line soon. Lots of background material and some potential subjects to interview about topics I have in mind.

What I need: Person will need to help me develop appropriate White Paper topic for this audience. Will need to research and write the White Paper. Will need to write text for one-page sales Web page which promotes the White Paper.

Step 1 - Through research and phone conversations with me, writer will help bring my marketing position into crystal clear focus, always thinking about how it will resonate with the prospective client. This is a crucial step for developing the most effective marketing campaign possible.

Step 2 – Create the report. A report will need to communicate the benefits of my services in a manner that is both compelling and intriguing. The report should serve as the runway for my ensuing follow-up activities and it should also compel readers to contact me directly about my services (a clear call to action which is designed to intrigue the reader to take the first step in the relationship development process).

Step 3 – Create a micro-capture Website. Develop a one-page sales webpage (copy for my website landing page and information request form).

Your expertise: You should have demonstrated effective writing experience with White Papers and US-market B2B (professional business) reports of a non-technical nature. Ideal background would be writing marketing and sales materials for professional services firms in disciplines such as law, accounting, consulting (McKinsey, Bain, Booz Allen, etc.) and of course, executive search.

A key role for you will be to help define, differentiate and communicate my services and approach from that of competitors, and to arrive at an appropriate topic of interest for this report.

Search engine expertise (analysis to determine key words and develop list of keywords) would be very helpful.

Knowledge of retained executive search industry and Lean Manufacturing, Operational Excellence, Toyota Production System, Six Sigma very helpful.

Contact Zak@LeanThinking.net