How to Write for Sales Marketing Materials

Creating a compelling sales copy for your product brochure or sales letter is a critical component of any marketing campaign. The right language and focus on benefits can generate more leads for your business. There are four key areas to keep in mind when writing a sales copy: clear language, focus on benefits, use a set-out goal and use specific examples. Follow these tips to write compelling sales copy for your product or service.

Clear, concise language

Writing in clear, concise language is a key element to delivering on expectations. Common writing mistakes such as using vague phrases, flipping verb tenses, and spelling/grammar errors can all hinder the ability to communicate effectively. Clarity is achieved by writing in a manner that enables the reader to find the information they need and quickly scroll down the page to your call-to-action button. While many marketers struggle with the balance between clear language and concision, a few guidelines can help you avoid these common mistakes.

o Use the active voice when writing about complex subjects. Use the active voice to avoid the passive voice. Keep your sentences simple and easy to understand, but not so simple that the reader doesn't understand your message. It's also helpful to use the "learn more" button to direct readers to longer copy. Use "free" and "easy" often to sell products or services. While using "free" and "easy" are essential words to use, it's important to avoid using them too often.

Focusing on benefits

When writing sales marketing materials, focus on benefits, rather than features. In marketing material, the benefit of your product is the main reason to buy. While features are useful, benefits are more compelling to potential customers. They show why a product or service is better than a competitor's. Aside from sounding good, benefits are more likely to compel a potential customer to purchase. Here are some examples of benefit-oriented copywriting:

People buy based on emotion. They translate features and benefits into emotional benefits and imagine the benefits they will get from using your product or service. They then translate this emotion into an immediate desire to buy. It's very difficult to convert features and benefits into compelling messages without a clear understanding of your target market. However, if you can translate benefits into features, you'll be well on your way to a successful sales marketing material.

As a sales professional, you've probably heard about the "five magic words" that can help you land a hot sale. You're probably familiar with the phrase "what's in it for me?" The customer's mind is never far away. Your sales marketing strategy should be informed by this question, and this is why "feature-benefit matrices" are useful documents. This strategy is similar to using the "feature-benefit" phrase in writing.

A great way to turn features into benefits is to tell the audience how the feature will benefit them. For example, a feature of an automobile may be a feature, but it's a benefit if it saves the owner of that car money. In addition, a feature like a pocket on a sweater provides a place for hands and keys in cold weather. Or, a benefit like having a sweater delivered to their doorstep can be a benefit for the consumer.
Creating content that can be applied to many sales conversations

Creating content that can be applied to many different sales conversations is crucial for your marketing team. Salespeople spend less time on sales conversations when they create content that can be used for many different situations. Sales teams can create a foundational presentation deck or proposal that reps can follow for consistency. Email templates are also useful for sales reps to quickly and easily craft prospecting and stage-specific emails. However, only 33.8 percent of sales content is actually created by marketing teams.

During the Connect Stage of the buyer's journey, the buyer is already aware of the problem or job. They are looking for resources that clarify the solution. Good sales teams and marketers use content that aligns with their buyer's goals. Create a content piece that can be applied to many sales conversations to increase your conversion rate and close more deals faster. The more content you create, the more likely it is that the prospect will be interested in purchasing your product or service.

When creating content for the exploratory stage of sales, avoid hard sell. This type of content tends to be more available and easier to create. It allows your sales rep to focus on the product and service without getting caught in the hard sell. Moreover, it helps to avoid mentioning pricing information too early in the conversation. Creating content that can be applied to many sales conversations is vital for your business.

A key factor for creating content that is relevant for many different sales conversations is its flexibility. It's crucial to understand the buyer's journey so that you can create content that fits each stage. For example, you can share relevant content with the buyer to insert yourself into their buying journey. But waiting too long to become a trusted advisor may delay the visibility of your business. Instead, you should create content for each stage of the buying journey, which educates the buyer and moves him or her farther down the sales funnel.

The next step in your marketing strategy is to collaborate with your sales team. While you're collaborating with sales, you should consider the role of your sales team in your demand generation strategy. By collaborating with them and integrating your content into the sales process, you'll create content that will be useful for many different sales conversations. You'll be able to use your marketing team's insights to make your content more relevant to sales conversations.