Marcom Services
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Marketing Collateral Copywriter
A Marketing Collateral Tale: Which Of These Two Companies Inspires More Customer Confidence?
Picture this. You're attending an industry tradeshow. You're a customer searching for a product your company needs. This product will be a major purchase. Possibly tens of thousands of dollars. But you're not ready to buy. Like many B2B buyers at this stage, you just want to gather preliminary information from vendors to see how their products compare to each other.
You visit the booth of Company X. They have a couple of sales reps ready to help. But you're too early in the sales cycle to get them involved. Unfortunately, Company X has virtually no marketing collateral at their booth. They do have a video playing on a screen showcasing the product. But you don't have the time to stand around and watch. And how are you going to remember key information for later review?
You visit the booth of Company X. They have a couple of sales reps ready to help. But you're too early in the sales cycle to get them involved. Unfortunately, Company X has virtually no marketing collateral at their booth. They do have a video playing on a screen showcasing the product. But you don't have the time to stand around and watch. And how are you going to remember key information for later review?
Read my articles on marketing collateral:
n How To Create A Better Brochure
n The One Thing A Brochure Must Have
n 10 Ways To Improve Your Print Ads
n Using Case Studies Or White Papers?
n How To Create A Better Brochure
n The One Thing A Brochure Must Have
n 10 Ways To Improve Your Print Ads
n Using Case Studies Or White Papers?
You walk over to Company Y's booth -- a direct competitor to Company X. Now this business is a whole different story. In their booth, they have a wide variety of printed marketing collateral: a brochure... product and datasheets... case studies and white papers about the product you're interested in purchasing.
Why Marketing Collateral Is Important In The B2B Sales Cycle
I know that product information is only a part of the B2B sales process. But which of the two companies above inspires more customer confidence?... Which presents a sense of professionalism?... Which company realizes B2B buyers need detailed information to make the right decision? I'm betting you'd choose Company Y.
The fact is, you don't always know at what point in the sales cycle a prospect is at. He could be ready to talk to your sales rep. But maybe not. For the ones that don't, do you leave those prospects out in the cold? Are you going to risk not having marketing collateral at your booth while the rest of your competitors have it?
Beyond trade shows and seminars, print collateral has key benefits compared to other marketing mediums such as...
The fact is, you don't always know at what point in the sales cycle a prospect is at. He could be ready to talk to your sales rep. But maybe not. For the ones that don't, do you leave those prospects out in the cold? Are you going to risk not having marketing collateral at your booth while the rest of your competitors have it?
Beyond trade shows and seminars, print collateral has key benefits compared to other marketing mediums such as...
n Video: More and more B2B companies use product videos at tradeshows and on their websites. Yes, it can be effective. But video requires a captive and patient audience. And it's time consuming to go back and review key information.
n Website: It's a passive marketing channel. You have to wait for prospects to search you out or use another marketing channel to drive traffic to your site. And if you're not in the top search engine rankings, you may not generate enough leads to achieve sales objectives.
n Email: Spam filters can snag your messages. It's difficult to stand out when prospects are snowed under by so much daily email.
n Website: It's a passive marketing channel. You have to wait for prospects to search you out or use another marketing channel to drive traffic to your site. And if you're not in the top search engine rankings, you may not generate enough leads to achieve sales objectives.
n Email: Spam filters can snag your messages. It's difficult to stand out when prospects are snowed under by so much daily email.
While marketing collateral offers several advantages...
n Just about anyone can throw up a website for next to nothing. But a company that spends money on marketing collateral looks more professional and inspires confidence among prospects.
n Brochures, case studies, and white papers are mobile and easily accessible. They can be quickly passed to other decision makers. They stand out from a crowded inbox. They don't require prospects to spend time hunting around your website to find the information they need. The more steps a prospect has to take to find the right information, the less response you get to your marketing.
n Collateral can be used to supplement direct mail promotions, which often generates better quality leads faster than online methods.
n Brochures, case studies, and white papers are mobile and easily accessible. They can be quickly passed to other decision makers. They stand out from a crowded inbox. They don't require prospects to spend time hunting around your website to find the information they need. The more steps a prospect has to take to find the right information, the less response you get to your marketing.
n Collateral can be used to supplement direct mail promotions, which often generates better quality leads faster than online methods.
Marketing Collateral Precision Aimed At Your Target Market
I've written B2B marketing collateral for nearly two decades. Brochures. Newsletters. Ads. Advertorials. Press Releases. And specialized forms of collateral often found in B2B marketing communications, such as datasheets, product flyers, and white papers.
I create highly targeted marketing collateral that get results. I wrote a faxed press release that generated 20 qualified sales leads within 24 hours of distribution. Parts of it were published as Target Marketing's Tip of the Week. And the entire content was used in Sales Promotion's ezine the same day the press release was distributed.
So you get a marketing communications expert focused on generating results. And you'll always get professional service.
In fact, here's a comment from a Fortune 500 client...
I create highly targeted marketing collateral that get results. I wrote a faxed press release that generated 20 qualified sales leads within 24 hours of distribution. Parts of it were published as Target Marketing's Tip of the Week. And the entire content was used in Sales Promotion's ezine the same day the press release was distributed.
So you get a marketing communications expert focused on generating results. And you'll always get professional service.
In fact, here's a comment from a Fortune 500 client...
"His writing was highly benefit-oriented and sharply focused on our target market. In short, I will be happy to work with Dave again, and I recommend him wholeheartedly."
Petra Roth
Marketing Communications Manager
Process Instruments
Thermo Fisher Scientific
Petra Roth
Marketing Communications Manager
Process Instruments
Thermo Fisher Scientific
So whether you need marketing collateral for trade shows, seminars, direct mail support or any other purpose, give me a call. Or complete the project information form so I can help you as quickly as possible.
I deliver copywriting services for all types of marketing collateral, including...
I deliver copywriting services for all types of marketing collateral, including...
n Case studies
n White papers
n Ads
n Advertorials
n Brochures
n White papers
n Ads
n Advertorials
n Brochures
n Product Flyers
n Datasheets
n Newsletters
n Press releases
n Datasheets
n Newsletters
n Press releases
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