Tuesday, July 17, 2007

Don't let a white paper make your reader blue

The white paper. A potentially valuable tool for connecting with your audience. Yet, too often, in an effort to sound authoritative, the white paper author wanders, loses focus and drones on for too long. Don't let it happen to you. Make it relevant. Make it engaging. After all, any communication that doesn’t hit those two marks is a waste of time for the recipient. Craft it with consistent objectives and a sense of clarity in mind. Looking for tips? Consider Michael Stelzner’s upcoming seminar, Creating and Marketing Winning White Papers, or his book on the topic.
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