How to Create Powerful Technical Sales Literature
Everything you need to know about how to write good sales copy and produce an effective document. It takes you step-by-step through a logical process which results in extremely effective sales brochures, advertisements and generates good content for websites.
Within the conservative environment of technology, you'll be giving yourself a huge competitive advantage.
Topics
- Visual clutter and DIY.
- Why should they choose you? What's your Unique Selling Proposition?
- How will you know if it is working?
- Power vocabulary.
- Risk Reversal.
- Visual issues.
- Language issues.
- How to find and correct faults.
- Why might they buy?
- Power of the deadline.
- Effective ways to attract your prospect's attention.
- Graphic interest boosters.
- Benefits and Features
- Z-pattern eye-scan.
- Making it easy to read and understand.
- Common problem #1.
- Make it easy.
- White space.
- If it works, stick with it.
- 'You Factor'.
- Headline readability
- Antidotes to foreseeable objections.
- Increasing readability.
- Three proven formulae for a sales message.
- Problem. Promise, Proof, Call to Action.
- Define exactly what you want your piece to achieve.
- Describe a good prospect.
- Will it really work?
- The 'So What?' test.
- Call to Action.
- Humour.
- Attention.
- Getting your message in front of your target.
- Dominating logo.
- Who are you targeting?
- 'Designeritis'.
- The headline.
- Desire.
- Colour choices.
- PS position.
- Logic doesn't sell, Emotion does.
- Action.
- Sales letter template.
- The rules of Plain English.
- The high-prestige brochure.
- The power of the negative.
- Easy eye route.
- Another version of the sales message formula.
- Visual problems.
- Choice of typeface - examples
- Copy Issues.
- What Stick & Carrot means.
- Interest.
- Positive vocabulary and enthusiasm.
- Frequently Voiced Objections.
- A.I.D.A
- Reason not to procrastinate.
- Editing is murder.
- Accountability.
- Proof.
