by KnowledgeStorm, Inc
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Published on: May 12, 2005
Type of content: WHITE PAPER
Adobe Acrobat (.pdf)
White papers are one of the most powerful tools in the sales and marketing toolkit. 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. In the same study, 57% of respondents said that reading a white paper influenced a product buying decision.
White papers make companies credible. They help position companies as thought leaders, and they aid the selling process by informing and educating the prospect base. The best application of a white paper is to provide information that helps solve a problem that is meaningful to the reader. It should justify why the problem must be solved, objectively explore alternative ways to solve the problem, and logically lead the reader to the conclusion that your organization has the knowledge, expertise and tools required to solve the problem. White papers should be written to help move prospects through the sales funnel; but they must do so using objective analysis and thorough, informative content.
There are several ways to ensure that a white paper delivers the results you expect. The following paper presents eight straightforward techniques that will turn your next white paper into a valuable competitive differentiator that supports and augments the sales process.
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