White Papers For Dummies (PDF)

A fast and easy way to write winning white papers!

Whether you're a marketing manager seeking to use white
papers to promote your business, or a copywriter keen to break into
this well-paying field, White Papers For Dummies gives you a
wealth of practical, hands-on advice from one of the world's
leading experts in the field.

The fact-based documents known as white papers have been called
the "king of content." No other B2B marketing piece can
do more to generate leads, nurture prospects, and build
mindshare.

Where white papers were once used only by technology firms, they
are becoming "must-have" items in the marketing toolkit
for almost any B2B firm. Practically every startup must produce a
white paper as part of its business planning.

But writing effective white papers is a big challenge. Now you
can benefit from the experience of a white paper specialist
who's done more than 200 projects for clients from Silicon
Valley to Finland, from mighty Google to tiny startups. Author
Gordon Graham--also known as That White Paper
Guy--provides dozens of tips and tricks to help your project
come together faster and easier.

White Papers For Dummies will help you to:

* Quickly determine if your B2B firm could benefit from a white
paper

* Master the three phases of every white paper project:

planning, production, and promotion

* Understand when and how to use the three main types of white
paper

* Decide which elements to include and which to leave out

* Learn the best practices of seasoned white paper researchers
and writers

* Choose from 40 different promotional tactics to get the word
out

* Avoid common mistakes that many beginners make