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Story Time: Tell Us How You Use White Papers

By Michael Stelzner

How do you use white papers?

Beyond using its backside as scratch paper or sticking it in a litter box, how do you use the power of a white paper?

VistaPrint used a white paper to get ultra-small businesses to signup for its email list.

HyperTransport Consortium used a white paper to get major press in a trade publication.

Once it is written, what do your clients or your company do with them? Lets hear your story.

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This entry was posted on Thursday, October 19th, 2006 at 7:44 am and is filed under Lead Generation, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • Hi Dianna;

    I would love you to provide a link to an example of a poorly formatted for print white paper. I print them out as well.

    Mike
  • Mike, I read white papers (versus using them to promote my business). I read them when researching articles, I read them to help spot trends, and I read them to keep up with my clients' businesses.

    I also forward them to clients and colleagues -- and have had people forward them to me as well.

    One point you haven't made (or maybe you have and I don't remember it) concerns formatting. Some designers format white papers for reading on the monitor. However, when you print out the white paper, the font is so light and/or so small, you can barely read it. Format for printing, please! (I print out all my white papers and then read them when have I down time -- ie: at my son's piano lessons.)
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