Summary of The White Paper Marketing Handbook

Robert W. Bly

Thomson South-Western, 2006 more...

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The White Paper Marketing Handbook book summary

Sell to your customers by educating them, through "edu-marketing."

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Rating

7 Overall

8 Applicability

7 Innovation

7 Style

Recommendation

This helpful, how-to manual explains the essential elements of writing white papers and using them to generate business as part of your overall marketing plan. Author Robert W. Bly is a veteran practitioner. He covers every conceivable issue, from appointing a writer to choosing appropriate images and typefaces, to distribution. He has a fluid style and includes check lists that will give you a great framework for any white paper project. getAbstract recommends this handy guide to any marketer who is considering an "edu-marketing" strategy.

In this summary, you will learn

How you can use white papers to educate potential customers;
How to write and market a white paper; and
How to use other "edu-marketing" tools.

Summary

Defining "Edu-Marketing"
The U.S. government created the Internet as a means of exchanging information among government agencies, which may explain why hard-sell ads do not work on the Web. Instead, sophisticated buyers want high-quality, objective information. Such consumer messages, ...

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About the Author

Robert W. Bly is a copywriter and marketing consultant. He has written more than 50 books, including the Copywriter’s Handbook and The Complete Guide to Successful E-Mail Campaigns. His articles have appeared in Cosmopolitan, Business Marketing and Direct Marketing.