Essential Marketing for Your Business

Creating Content to Stand Our from the Crowd

What does your company currently use for marketing collateral? Do you have materials that inform and educate your prospects on your product or service and separate you from your competition?

Your company's first communication with a prospect could very likely be through one of your marketing pieces and that's why creating compelling content can be critical to your business.

Marketing collateral is the collection of media used to support the sales of your product or service. These materials include web content, sales brochures, newsletters, business cards, etc. The purpose of this marketing content is to inform and educate potential prospects on a product or service, as well as make sales easier and more effective.


A 4-Step System that can Increase Your Marketing Collateral Response Rate

  1. Interrupt: This is the process of getting qualified prospects to stop what they are doing and pay attention to your marketing. Simple to say, but often difficult to pull off, unless you hit the emotional ‘Hot-Buttons’ of your prospects.

  2. Engage: Once you’ve interrupted your prospect and got their attention, you need to promise to provide them with information that will help them make the best possible decision. You engage your prospects by helping them facilitate the buying decision — not by selling them!

  3. Educate: This is the logical part of the marketing. Once you have hit their emotional ‘Hot-Buttons,’ you need to help them understand the important and relevant issues regarding your type of product. Then show them how your company solves those problems. You do this by providing detailed, quantifiable, specific, revealing information—transforming an emotional sell to a logical one.

  4. Offer: Once you interrupt your prospects, engage them by promising them a solution, and provide the educational information that makes your solution real and believable. You need to offer them a low-risk way to take the next step in the sales process. You do this by offering free marketing tools, like a free report, comparison checklists, seminars and audios or videos to further educate them. The goal of the information is to make the prospects feel like they are in charge of the final decision.