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The Whys, Whats, and Hows of White Papers
By Collin Canright, Principal, Canright Communications
Abstract
To attract new customers, a good reputation is a must. Enter the “white paper,” a ubiquitous and sometimes abused tool for you to establish your reputation in your market. Married to an aggressive marketing plan, white papers are a major force in the sales cycle, helping companies across all industries generate quality sales leads. This report This report provides a wealth of resources on using white papers to generate leads that convert. You'll learn why companies use white papers, what makes a good white paper, and how to distribute them.
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