Marketing
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How to write a great white paper Terry Forsey |
The use of white papers as a marketing tool has skyrocketed in recent years, not only for selling information technology but also to promote various products and services beyond hardware and software. White papers can be an effective way to provide the various participants in the sales process with the information they need to make an informed decision. This is especially the case when faced with complex business choices. In such situations, potential buyers need more than just a brochure that simply pitches a product’s features and benefits. A well-written marketing or technical white paper (or series of effective white papers) that provides objective, useful information is more likely to be read and influence buying decisions. Many considerations are involved in writing an effective white paper that aligns with specific marketing and sales initiatives. This article addresses the question of how to write a marketing or technical white paper by focusing on five rules of planning and eight tips for production. Click to Download  |
