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The secret to writing a great white paper

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in Business Management

The use of white papers as a marketing tool has skyrocketed in recent years — not only for selling information technology (IT), but also to promote a wide range of products and services beyond hardware and software.             

When a professional writer or editor is hired to produce the text for a white paper, he or she is typically not an expert in the subject, which is more often than not both technical and arcane. For instance, I’ve written white papers on everything from measuring return on investment (ROI) from content management systems, to promoting bone healing with an implantable electromagnetic generator.             

Pre-Internet, the greatest challenge for the writer tasked with producing a white paper was lack of information. Research was often the bottleneck in putting together a white paper.  The local public library contained little usable information on the highly specialized topics most white papers cover...(register to read more)

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