Step 2: Create marketing collateral

At the very least, marketing collateral for an IDO launch includes a website and a white paper . A well-branded website that is visually pleasing can do wonders for investor confidence.

A great white paper, in contrast, enhances investors' experience with specificity and facts. Doing so moves the investor closer down the pipeline. 

The purpose of a white paper is to sell by educating, which is why there is no hard-sell copy in the white paper, itself. Instead, the white paper presents statistical data, diagrams, tables and so on.