8 Reasons Why Collateral Still Matters-part 2

Read the first four reasons why collateral still matters. 5. Collateral carries the brand. You know, of course, that the best collateral builds and maintains strong brands. It forges a connection between the buyer and the seller. It communicates superiority and competitive differentiation. It enables companies to stand out among all the others. Sometimes clients get caught up in the sad reality that “people don’t read marketing pieces.” I know people don’t read. I’m a copywriter who obsesses over every word, every apostrophe and whether or not to italicize this word. And I know people don’t study it like it’s a literary masterpiece. That’s not the point. (However, if it looks like it was written by an English-as-a-second-language ninth grader, they will notice that.) The point is that good collateral makes an impression, carves out real estate in the prospect’s brain, and influences buying decisions. It helps make a competitive statement and win business. Too many companies fail to see collateral as the strategic asset it can be. They don’t use it to highlight past performance and showcase the difference they’ve made to their customers. And they don’t utilize it to shape and changes buyers’ perceptions about the company. These organizations fail to leverage marketing materials as powerful and effective mechanisms for carrying the brand. That’s where you come in. 6. Collateral is a sales tool. This may sound similar to #2, collateral materials as competitive tools, but this reason is all about the sales team. Sales people need tools if they’re going to be effective. Years ago I worked with the top sales guy in an organization that clearly didn’t value marketing. He called us in because, he said, “I need brochures so my sales guys will quit whining about now having any.” This way his sales team would quit making excuses and start making sales, he said. He just wanted us to create a very small number of brochures and data sheets. It wouldn’t take much. I still wonder to this day if he thought our team was paid based on the number of brochures that were printed. I think he missed the point. Collateral materials give sales representatives the resources they need to be effective in sales meetings. They also provide the tools they need to create appointments and follow up. Not having great—or even good—collateral is a tremendous liability in this process. 7. Creates excitement for an internal team When rebrands and website launches are done well, they create excitement within the organization. One company I worked with unveiled their new brand, including new business cards for the entire team, at an annual dinner. This created a buzz around the new brand, contributed to team building and even helped boost the staff’s ownership in the brand. Even if the company isn’t undergoing a wholesale rebrand, creating new materials can still build energy, help put employees on the same proverbial page and build their belief in their company. Their employer is making an investment in itself they can see and touch. For leadership that understands the importance of team building and retention, you can help them understand the impact marketing materials can have on their organization. 8. Tells their story better than they can As mentioned earlier, collateral carries the brand and it’s an important sales tool. But it can also more effectively and powerfully tell your client’s story than their sales representatives can. Case studies and client success stories are among the best ways to illustrate a company’s return on investment (ROI). Testimonials that speak to ROI and competitive differentiators, whether included in the case studies or elsewhere throughout the sales materials, are meaningful messages. Other leave behinds that apply in some industries, such as white papers, will also continue to demonstrate your clients’ expertise long after the sales meeting. Becky Sheetz-Runkle is a marketing strategist and copywriter, and an advocate for measurable marketing. She’s based in the Washington, D.C. metro area and can be reached at bsheetz@q2marketing.com.