White papers are written to introduce an innovative product or technology to the industry, emphasize the unique qualities and advantages of a product or service, help influence customer buying decisions, and are the beginning steps in the creation of a product marketing strategy.

When preparing to write a white paper, read other white papers available on the Internet and look for successful models. Consider how the white paper will be published: paper-based or on a Web site.

When writing a white paper (Figure 102):

image Define the audience and understand their concerns.

Be aware of the time investment required by the audience to read ...

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