How Can a White Paper Support Sales and Marketing?
by: Christine Taylor
A white paper supports PR, marketing and sales because it works for all levels of decision makers. Engineers and executives may not be too impressed by brochures, but they are impressed by well-written white papers. (The same thing goes for trade journal articles more about that in a subsequent piece.)
Good white papers sell products because they pack a lot of useful information into a clear and readable structure. Warning — dont take any old brochure or product brief, print it on 8-1/2×11″ paper and call it a white paper. Decision-makers hate that, dont let this be you! Good marketing white papers contain both technical and marketing sections in a balanced format, and then throw in some other great stuff...