Writing appealing Sales
and Marketing collateral
You have a new product or service to write about (or maybe it’s
an old one) and you’re not sure where to start. Does this sound familiar?
Take a look at our simple guide to the key elements that you need
to include to make your document a compelling read for your customer. The
result could be a two-page document that will both inform and encourage
them to buy your product/service.
- Showcase your understanding of their issues/problems, if possible highlight
another client with the same issues and use them as a reference with a
quote.
- Clearly define the product/service up-front giving examples of how it
could be used by a prospective customer ie. The specific problem that it
could solve for them – why do they need it?
- Make sure that the benefits of the product/service are clearly outlined – maybe
in bullet format somewhere in the document.
- Make sure your differentiator is clearly visible early on – maybe
this is price or how you deliver the service or make the product.
- Make sure you do background research on your target customer. What other
product/services are out there already being sold to your customer and how
can you stand out from the crowd?
- Most importantly include a ‘call to action’ towards the
end of the document so that the person reading it has a clear idea of
what they should do next if they like what they have read about and want
to speak to someone as a next step. A real contact’s name, telephone
number and email address works best as long as you know that they will
respond to the call!
- Include your company’s branding on the front of the document and
then a paragraph or two about the company including company history, size,
type of clients, areas of expertise, etc - at the end of the document
for overall reference with general contact information and web address
- just in case the other contact fails.
- Get a colleague not in sales or marketing to read the document. Can
they understand it? Do they have any feedback for you as a reader? Ask
them some questions to see what answers you get from their understanding
of what you’ve written and adjust accordingly!
- Use a few images to illustrate your points – less is more in this
case. No complex diagrams or rough cartoon drawings unless professionally
commissioned.
- Good luck!
To discover how we can assist your business with
your sales and marketing collateral, contact
us.
