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August 26, 2006

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Michael Stelzner

Hi David;

Very true. In the case of white papers, they often establish a company as a thought leader.

The key to getting your content to send off the "thought leader" vibes is to make sure to abstain from self promotional messaging and focus on the needs of your readers (as a previous post of yours explained). Another important point is try and educate your market rather than sell it.

These two points will go a long way toward getting to that coveted position of thought leader.

Mike

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