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For a longer discussion, see my article “When is a white paper NOT a white paper.” Back to top White papers and blog posts are usually quite simple to tell apart.
Problem/solutions recommend a new, improved solution for a nagging business or technical problem You can effectively combine two of these flavors: This yields five main flavors of white papers.
Brochures are sales documents intended to create interest and desire.
Brochures push “emotional buttons” such as fear, greed, envy or vanity.
For shorthand, I’ve used “offering” to represent any product, service, technology or methodology described in the white paper. Backgrounder: for prospects near the end of the buying cycle or to support a product launch for journalists, analysts and channel partners #2.
Numbered list: for anyone interested in a light and lively roundup of highlights about some issue or to spread FUD on competitors #3.