White papers are one of the most misunderstood, miswritten and misused marketing tools available. While many companies think they need a white paper, few manage to write, design or use them to their full potential. This is unfortunate, because – written and applied well – white papers are one of the most powerful tools in the sales and marketing toolkit.
Too often, white papers are written in ways that place them in the domain of technical papers or documentation, or alternatively, in the territory of sales brochures and data sheets – either of which greatly diminish the paper’s impact. Even worse, white papers often are written in ways that fail to engage any interest at all.
Properly conceived and executed though, white papers work. In one recent IT buying study by Forbes.com, 72% of respondents contacted a vendor or reseller after reading a white paper. The following pages present eight straightforward techniques that will turn your next white paper into a valuable competitive differentiator that supports and augments the sales process.
Download this valuable white paper and learn the secrets to creating the most compelling marketing resources for your company!