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The White Paper Marketing Handbook

White Paper Marketing Handbook

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As consumers become more resistant to direct sales appeals, white papers are increasingly alluring.
This exciting new book is the first to tell marketers across the industry how to create effective white papers using a variety of media, all the while building successful marketing campaigns to create interest, generate leads, build relationships, and ultimately drive sales.
Price: $39.95



Offering insight into the "Edu-Marketing" revolution, the book explains the dynamics of white paper marketing and why it works, equipping readers with the tools to create content, educate buyers, generate leads, and develop marketing plans using white papers; and measure the results.

Packed with practical illustrations, the book includes more than a dozen cases from such industry heavyweights as IBM, Comfort Control, Home Depot, and Engineered Software.

It also illustrates how white papers effectively fit into successful Integrated Marketing Communications efforts to speak with one voice, be where the prospect is, and help the prospect find you.

Table Of Contents

About the Author

Robert W. Bly (River Vale, NJ) is a professional writer, speaker and marketing consultant with over 3 decades of experience in business-to-business, high-tech, and direct response marketing. He became a self-made multi-millionaire while still in his 30s. Bob is the author of seventy-seven published books including Careers for Writers (McGraw-Hill/VGM), Secrets of a Freelance Writer (Henry Holt), The Copywriter's Handbook (Henry Holt), The Elements of Technical Writing (Alyn & Bacon) and The Elements of Business Writing (Alyn & Bacon). McGraw-Hill calls Bob Bly "America's top copywriter," and he was named 2007 Copywriter of the Year by American Writers and Artists, Inc. Bob writes regular columns for Target Marketing, a monthly trade publication covering the direct marketing industry; Early to Rise, a daily e-newsletter on business success; and The Writer, a premier monthly magazine providing information and inspiration for writers. The Direct Response Letter, Bob Bly's free e-newsletter, has over 60,000 subscribers.

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