Newsletters take a great deal of effort and require schedules, time lines, and other milestones that must be met precisely. If you think that these demands are too much for you, consider writing a white paper or two. A white paper is an informational essay that spans from two to a maximum of 10 pages. The white paper is not a forum for advertising your company or its products. It is, however, a forum for displaying your expertise and giving free advice. A white paper gives your audience the opportunity to learn something from you without fear of follow-up phone calls and without an outright display of the sales pitch.

A company that I work for has such a white paper, entitled The Seven Deadly Sins of Selling. This paper gives information only on the sins and why they are detrimental to you. It has been downloaded thousands of times and has generated numerous queries for more information about the training programs that are associated with the sales process. You can download this and other white papers from my site, BizMechanix.com, or from PowerMarketingWorld.com.

What expertise do you have to offer that can be put into a white paper? What advice can you give? Simply use a format for the information such as the ones on bizmechanix.com. White papers will help to establish you as the expert in your market. When your expertise is in writing and can be distributed freely, people find it easier to contact you for more information. You can take the white paper further by offering a seminar under the same topic.