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Lulu Sales Rank: 64868
6 People Reviewed This Product
  • By Jeff Ogden
    Feb 25, 2010
    White papers are the number one marketing tool, as cited by many studies. But there's one fundamental problem. Most are bad and don't engage time-starved decision makers. Mr. Kantor's book does a great job of pointing out the key elements of crafting white papers for today's reader. What good is a white paper if no one reads it? If you want to create a white paper that gets read, you need to buy this book. Jeff Ogden, President Find New Customers http://www.findnewcustomers.net
  • By Michele Linn
    Feb 21, 2010
    I'm a firm believer that white paper design is critical, so when Jonathan Kantor sent me his new book, Crafting White Paper 2.0, I was looking forward to getting some more ideas on how design can be improved. As the subtitle of the book states, the book is about "designing information for today's time and attention-challenged business reader." I absolutely agree with the premise of Jonathan's book: readers are inundated with information, and white papers need to be designed so they can be easily digested. If you haven't considered design to be an important component of your white paper, Jonathan provides some compelling ideas of why and how to do this in his book. And, even if you are convinced that you need to be cognizant of your white paper design, this book provides some useful tips on how what to consider. It's a resource I will certainly return to.
  • By Apryl Parcher
    Feb 12, 2010
    Crafting White Paper 2.0 is a must-have for any business library--especially if you want to grow business in today's marketplace. Understanding the role white papers play in thought leadership and lead generation is important, because marketers need all the help they can get! Yes, white papers are getting shorter, but in today’s world of abbreviated-attention-span marketing, the definition of a white paper has become muddied. Some companies try to label product briefs, brochures or other marketing materials as white papers, which can be confusing. Jonathan clears the air on this issue by clarifying what a white paper is—and what it is not. He also does a great job of helping the reader understand just how long white papers should be today (as opposed to yesterday’s text-heavy versions) and what they should look like. I highly recommend Crafting White Paper 2.0 as an "A+ Trusted Resource."
  • By Cindy King
    Feb 6, 2010
    Do you need to craft convincing marketing and sales materials that get your message across to busy professionals? If so, then Jonathan Kantor's book Crafting White Paper 2.0 is what you need. This book shows you how to write the kind of White Papers that play an active role in bringing in sales. What I like most is that it's written specifically for today's marketplace. White papers have evolved over the last decades. It's great to have an up-to-date resource for this valuable marketing tool.
  • By Ambal Balakrishnan
    Feb 2, 2010
    Jonathan Kantor is the principal and founder of The White Paper Company, and has been producing commercial white papers for the past 11 years. He is also the author of the White Paper Pundit blog. So, when Jonathan Kantor has something to say about white papers in a book, we know there is much to learn. Whether you are a copy writer or marketer, Crafting White Paper 2.0 will help you learn how to attract prospects and retain customers by creating white papers that stand out among a crowded field of plain, text-oriented white papers. Jonathan has filled Crafting White Paper 2.0 with many tips and useful examples. The subject matter itself i.e, "change in paradigm of readers warrants a change in the way white papers need to be crafted" is right on. Go ahead and grab a copy of Jonathan Kantor's Crafting White Paper 2.0. Learn how to incorporate new white paper elements that will engage the 'short attention' reader.
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Product Details

ISBN
9780557163243
Edition
First Edition
Publisher
Lulu Publishing
Published
January 5, 2010
Language
English
Pages
167
Binding
Perfect-bound Paperback
Interior Ink
Black & white
Weight
0.67 lbs.
Dimensions (inches)
6 wide x 9 tall
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