What’s in a Word? (Video)
Sell more by using better words. Compel your prospects to buy from you by harnessing the power of words. Be more positive and audience-centric in the way you use words in all sales interactions.
What’s the Difference Between Collateral and Content?
Let’s not get too hung up here on the differences between collateral and content, but a working definition might guide you in the right direction. For “collateral” read “marketing materials”. Let’s start there.
Even with highly detailed market analysis and segmentation you can never be absolutely certain who will be reading your blogs, your outreach emails, your case studies, service brochures or web pages. Even after the most rigorous marketing assessments collateral is, by it’s very nature, somewhat “generic”.
Content for selling, conversely, must never be generic.
When we are selling those on the “other side of the table” should be known to us at every stage of the sales cycle:
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- Suspects – include audience / attendees at introductory meetings and presentations, people at the end of phone lines, email threads
- Cold Prospects – ditto
- Hot Prospects – reviewers of your proposals and attendees at your final, shortlisting presentations
- Existing Customers – account personal working with you on managing the business relationship and ongoing commercial development
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Marketing Collateral – Breaking the Ice
Marketing collateral is your “ice breaker”. It’s used when the audience is largely invisible.
Whilst not meaning to be rude, there’s usually an element of “mud throwing” going on here.
You can’t really be sure when or where your mud might stick.
The savvy marketing department will strive to make its “mud” as “sticky” as possible.
Quantum assists with the creation of a suite of “sticky” promotional tools to impress those who might be interested in your products and services:
