Collateral

Tips on creating and using any type of marketing or sales collateral (brochures, sell sheets, white papers, case studies, etc.)

Ignoring this “Reader’s Habit” Could Cost You Sales

July 9, 2009 by 1 comment

I spent a couple of days at the Paris Air Show last month. And as I usually do at such events, I picked up a bunch of product brochures to take home and study. Reviewing them, one thing jumped out at me. I saw the same costly mistake being repeated ...

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5 Deadly Lead Generation Mistakes… and How to Avoid Them

April 8, 2009 by Leave a comment

In February, I participated in a seminar on writing and marketing with white papers hosted by white paper specialist Michael Stelzner. In one presentation he gave us, Michael discussed 5 mistakes that many businesses make when they use white papers, special reports and other free information products (or “bait pieces”, ...

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12 Tips for More Effective White Papers – Part 2

March 3, 2009 by Leave a comment

Do you sell products that are cutting-edge, complex or expensive?

Do you want to generate quality leads? Grow your email list? Establish or enhance your company’s reputation as a leading innovator in your market?

Is your sales team asking for stronger “leave behind” materials? Are you looking for content that ...

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12 Tips for More Effective White Papers – Part 1

February 10, 2009 by Leave a comment

In tough economic times, business buyers – like the rest of us – are generally resistant to spending money without good reason. Their anti-advertising defenses are at full alert.

So I thought this might be a good time to pass on a few tips about a tool that is specially ...

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The Motivating Sequence

November 5, 2008 by Leave a comment

When you sit down to write a new promotion for your company, one of the most important decisions you have to make – really a whole set of decisions – is how to organize the material. Because how you present it greatly affects how people react to it. And that ...

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Don’t Start Off Talking About Your Company

October 8, 2008 by 1 comment

Among the corporate brochures I’ve picked up this year, the travesty we looked at last month wasn’t the only bad apple I found.

Another started with a long spiel on the company’s history. Then came a paragraph on investments made in the past 10 years... experience gained…a mention of involvement ...

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Use Specifics to Beef Up your Corporate Brochure

September 29, 2008 by 1 comment

Does your company brochure leave readers asking, “Where’s the beef?”

I attended several trade shows this spring, which allowed me to pick up quite a number of corporate capabilities brochures. I was hoping to find some good ideas I could use in my own practice. Unfortunately, most of what I ...

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