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The White Paper Marketing Handbook
Book

The White Paper Marketing Handbook

Robert W. Bly
Thomson South-Western, 2006

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Editorial Rating

7

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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.

Take-Aways

  • In 1979, International Paper issued a famous white paper that promoted literacy.
  • Other terms for white papers are "executive briefings," "monographs," "special reports" and "bulletins."
  • Such "edu-marketing" has both an educational and a promotional message.

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.

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