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How to create effective marketing literature to support business goals

Good sales literature should be crafted to engage, inform, and persuade potential customers. The goal is to communicate the value of a product or service clearly and concisely while addressing the needs or pain points of the audience. Here’s a breakdown of what good sales literature should include:

1. Headline

  • Attention-grabbing: The headline is the first thing people see, so it should immediately capture their attention. It should promise a benefit or solution to a problem the reader is facing. Example: “Increase your sales by 30% in just 6 months!”

2. Value proposition

  • Clear and concise explanation of the product’s unique benefits: What makes your product or service different or better than the competition? It should answer, “What’s in it for the customer?” Example: “Our software automates your sales process so you can close more deals without working more hours.”

3. Understanding the problem/pain point

  • Empathy: Demonstrating that you understand the challenges your potential customer is facing will help build trust. Acknowledge their problem before offering a solution. Example: “Are you frustrated with spending hours on manual tasks, instead of focusing on growing your business?”

4. Solution/features and benefits

  • Product or Service Description: Briefly describe what your product or service is and how it works. Be sure to focus on benefits, not just features. Example: “Our tool automates repetitive tasks, allowing your team to focus on high-value work and increase productivity by 40%.”
  • Features: Highlight the core features, but link them directly to customer benefits. Example: “Real-time data analytics to help you make smarter decisions faster.”

5. Customer testimonials or case studies

  • Social Proof: Include quotes or success stories from satisfied customers. This demonstrates credibility and reassures prospects that your product/service works. Example: “Since using [product], our team has doubled its sales conversion rate in just 3 months.” — [Customer Name], CEO of XYZ Corp.

6. Call to action (CTA)

  • Direct and Clear: Tell the reader exactly what action you want them to take. Make it easy and compelling. Example: “Schedule a free demo today” or “Download our free eBook on increasing sales.”
  • Include multiple CTAs in case they read through different sections of the literature.

7. Contact information

  • Easy to Find: Make sure the contact details (phone number, email, website, etc.) are clear and easily accessible for those who want more information or are ready to make a purchase.

8. Visual appeal

  • Professional Design: Clean, visually appealing layout that aligns with your brand. The design should make the content easy to scan and read.
  • Images/Graphics: Use high-quality images, icons, or infographics to break up text and illustrate key points.

9. Trust signals

  • Certifications, awards, or partnerships: Showcase any industry certifications, awards, or well-known partnerships that lend credibility to your product or service. Example: “Trusted by over 1,000 businesses worldwide” or “Winner of the 2023 XYZ Industry Award”

10. Objection handling

  • Address Common Concerns: Preemptively answer any doubts a potential customer might have about price, implementation, or the effectiveness of the product. Example: “Our solution is scalable and flexible, so it grows with your business, whether you’re a startup or an enterprise.”

11. Guarantees or risk reduction

  • Money-Back Guarantee or Trial Offer: Offering a guarantee or a free trial can reduce the perceived risk and make the customer feel more comfortable moving forward. Example: “Try it risk-free for 30 days. If you’re not satisfied, we’ll refund your full purchase.”

12. Conclusion/summary

  • Reinforce the Key Message: End with a brief recap of the most compelling reasons the prospect should take action. This can include a repeat of your value proposition or a reminder of the urgency or benefit of acting now.

Key principles for effective sales literature:

  • Clarity: Keep your message clear and easy to understand. Avoid jargon.
  • Brevity: Be concise. Every sentence should serve a purpose.
  • Targeted messaging: Speak directly to your audience’s needs, desires, and pain points.
  • Design: Visual appeal and layout matter just as much as content. A well-designed piece will engage readers and make it easier for them to digest the information.

By including these essential elements, your sales literature can effectively inform potential customers, build trust, and drive action.

If you’d like some help creating stunning sales literature, or for any other marketing requirements, please get in touch with Starlight Communications today.