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[2010-03-18] Creating A Powerful Call To Action
A good white paper is like a diving board. You promote and preface it so that your ideal readers see the benefit in getting onto it. You inform AND persuade, so that readers feel that they are drawing their own conclusions as they move down it. You set it up so that those conclusions lead in one specific direction - to your category of product or service.
[2010-03-04] Determining Your Ideal White Paper Reader
Too many companies underestimate the importance of this step in the white paper process-determining the ideal reader. When this step is skipped, the result is a white paper that tries to do too much for too many people and ends up boring most of them. Don't let that fate befall your white paper project.
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