While a great fashion tip is to never wear white after labor day, a few great white-paper tips are as follows:
 Be objective, not promotional.

 Use a nice cover with a heavier stock.

 Keep your interviews brief. People don't want you to waste their time.

 Send a news release about the white paper to newspapers, magazines, newsletters, trade publications and online publications.

 Consider posting the white paper at your web site to draw traffic.

 Send copies of the report to people who you interviewed.

 Follow up afterward to make sure they received the report.

 Don't feel it is necessary to name your company in the report. Identify yourself as the author, but don't promote what you are selling.

 Send an e-mail to your existing customers and ask them if they want copies of the report.

To learn more tips for white papers so that they can best be used to your advantage, see Special Report 19, "How to Use Polls, Surveys and White Papers That Brand You as an Expert"