Released on: July 1, 2008, 4:12 am

Press Release Author: Hoffman Marketing Communications, Inc.

Industry: Marketing

Press Release Summary: A recession increases the urgency of marketing success. While
market research studies and market assessments are process-oriented, white paper
development is results-oriented. The end product is tangible and directly supports
your marketing goals. Create something real, like a white paper, rather than study
the problem.

Press Release Body:
1. In a recession, you want results, such as leads. Many marketers believe that lead
generation is the greatest challenge they face. Offering white papers as an online
incentive can significantly boost lead generation.

2. You also want results now in a recession. White papers can be written quickly
(usually in a month), require little or no layout or document design, and can be
distributed quickly.

3. In a recession, you can’t afford to have your target market ignore you. Reach
your target business customers using a white paper. Write a paper that addresses the
concerns of your customers and speaks their language.

4. In a recession, your customers want to minimize risk. Give your potential
customers useful information in a white paper. This helps them make better decisions
and reduces risk.

5. A recession increases the urgency of marketing success. While market research
studies and market assessments are process-oriented, white paper development is
results-oriented. The end product is tangible and directly supports your marketing
goals. Create something real, like a white paper, rather than study the problem.

6. Marketing budgets are tight in a recession. Spend your marketing dollars wisely –
invest in a cost-effective white paper. Exhibiting at conferences, designing fancy
brochures, placing high-profile ads, or sponsoring events is expensive. White paper
development is less costly, yet the paper produced can reach a large audience.

7. The need to get the most bang for the buck increases in a recession. A white
paper is a multi-purpose marketing tool. You can post it on your Web site, use it as
an enticement to build registration-based prospect lists, post it on white paper
library Websites, send it as an attachment in an email in response to a prospect
inquiry, hand it out at conferences, etc.

8. In the cost-cutting environment of a recession, tactics that serve multiple
purposes win out. Use a white paper to inform more than simply potential customers.
White papers can also inform employees, (e.g., sales forces), potential employees,
contractors, regulatory personnel, the media, analysts, and partners, including
resellers, recruiters, suppliers, and investors.

Editors: You are welcome to reprint the following tips, as long as the contact
information is included at the end, including the Web site URL.

Steve Hoffman is a source for stories on B2B communications, marketing
communications, business writing, case study (success story) development, white
paper development and applications.

Web Site: http://www.hoffmanmarcom.com

Contact Details: For more information, contact
Steve Hoffman
steve@hoffmanmarcom.com
Phone: 800.756.6117

Hoffman Marketing Communications, Inc.
322 Digital Drive
Morgan Hill, CA 95037
http://www.hoffmanmarcom.com