White papers are one of the most effective offers and information products used by consulting and professional services firms to generate new leads and establish trust. A well written white paper allows you to demonstrate your expertise in a way that provides value to your prospects. It argues your point of view, addresses challenges your prospects face, and gives tips and solutions. Reading a white paper that contains valuable information such as this fuels interest and desire. Interest and desire in turn, lead to sales. But, writing the white paper is only half the story. Not only must you produce a well-written paper, you must get it in the hands of decision makers. This excellent white paper on the whole subject of how to plan, write AND market a white paper was produced by RainToday.com!