Trying to get everyone to beat your drum? Love the sound of others singing your praise? Word of mouth still reigns.

A good white paper is like the Energizer Bunny. It keeps going places you never imagined.

Why?

People like valuable information AND can easily forward it (especially packaged as a white paper).

White papers should present some of your best value in an easy-to-digest package. It should be a free taste of what you have to offer the world (think sample Cinnabon roll).

The carefully crafted white paper sings—mesmerizing its readers and encouraging an encore.

For example, VistaPrint (the inexpensive online business card company), decided to prepare a white paper called “Marketing Your Business on a Shoestring Budget: A Practical Guide to Success.”

The paper provided actionable tips (using VistaPrint’s inexpensive products, of course).

In only 90 days, more than 5000 small business owners registered for the paper, a smash hit!

Your action: Start outlining your viral masterpiece.

Tell me how a white paper helped create buzz for you or your company.

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This entry was posted on Tuesday, January 2nd, 2007 at 8:59 am and is filed under Lead Generation, Marketing, Writing White Papers. 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.