White Papers: Don’t make them Sales Brochures

Posted on October 12, 2008. Filed under: Business, Marketing, Sales | Tags: Brochures, marketing communication, Sales, White Papers |

Many businesses are turning to White Papers as part of their Marketing communication strategy. Unfortunately many of them seem to have the wrong idea about what constitutes a White Paper. For a large number of companies it seems that their White Papers are really extended sales brochures. As Steve Hoffman writes in a recent Marketing [...]