By PAUL B. BROWN
The New York Times
Blogging is no longer a quick way to show how smart you are, not when it seems that every entrepreneur and his 14-year-old niece have a blog.
Writing a book would be a terrific way to show the quality of your thinking, but who has the time?
But a number of experts say there is a middle ground for showing off the quality of your ideas: write a white paper, a document that offers a specific solution to a problem or argues a position.
“White papers are an often-forgotten way for companies to share their stories — about their people, products, services, marketplace, mission and more,” said Roy G. Miller, president of RGM Communications, a marketing communications and public relations firm in Wylie, Tex. “A well-structured, well-written white paper can help you define and differentiate, and build a base of loyal customers.”
The following tips and ideas can help you decide if the approach is right for you.
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