A White Paper can be a useful marketing tool particularly in an area where the company has special expertise and knowledge that a potential customer might find helpful as a briefing prior to the product selection stage. Accordingly a white paper is usually about a single subject, such as a new technology and can be used to help readers understand the issues involved before starting a process of product evaluation. The tone should aim to be neutral and authoritative examining both the benefits and the disadvantages and allowing the reader to make his own decision based on informed knowledge.
Although not overtly discussing products in the white paper, the reader will still have a view of the company as expert and therefore be favourably inclined towards that company as a result. It is part of building a recognition as ideas leader and capturing the moral high ground of that market place.
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