Selling on Paper
Selling on Paper
What’s the purpose of Sales Literature, of Collateral?
- To recite a list of product features?
- To publish yet another picture of a happy grey-haired couple walking on a beach?
- To demonstrate another creative way to fold, staple and configure a piece of 11″x17″ Double-Thick White Lacquer Kromekote?
- To praise the acuity and systematic rigor of the Investment Manager or the Fund Board?
- To beautifully decorate a prospect’s desk?
- To accomplish the writer’s sub-rosa goal of penning the “Great Canadian Novel.”
- To fill a shelf in the Lit Locker?
Ahh, here’s the question: For what purpose are we writing, shooting, assembling, accumulating, printing, folding, spindling and mutilating yet another undeserving piece of paper, laminate, plastic or cardboard? Why, oh God, Why?
If not to Sell? Then, What?
If it is to sell, then could we do it more effectively? Quickly, Succinctly? Could we make our pieces play/collaborate with the others on the sales team? Could our stuff take the place of, or (shudder…) substitute for — a live sales person?
Now this gets interesting…
What if literature can sell on its own? What if an “Activist Marketer” can become a sales force of one — and create a suite of literature which can pose a question, make an argument, suggest a solution, propose a next step and point the reader to a phone number or web address where their needs can be instantly accommodated?
It’s easy! Problem. Solution! Execution! Next Step! Package it with the company colors, logos and fonts. And see if there’s a unique way to connect the graphic character of the piece with the sections of the story, instead of just going for the glossy sheen and a pretty picture…
Yeah. It’s a formula… Get over it! The entire business is a formula! So is writing the Great American Novel.
The whole point of our existence as marketing people is to execute the formula in a way that allows people to get the result they’re looking for while enjoying the process and forgetting the formula for a moment — the willing suspension of disbelief…
Greatness lies in telling the story in such a way that the audience forgets — momentarily — that it’s not a real conversation. That’s “Selling on Paper!”
The Standard Approach:
The Marketing Process tends to devolve from a specific and structured “Selling On Paper” approach, to a game of “Let’s Make a Deal” between the various parts of the corporation as they compete to see who can get “their stuff” into the final project…
- Product wants specific technical information in the piece!
- Sales wants it to sound like a story… preferably one they’re already telling.
- The Sales Desk wants it in electronic format and SHORT!
- Senior Management wants it to look elegant, “more like the firm” with LARGER logos…
- The Board wants it to exalt their lofty stature.
At the end of the process, everyone gets a little of what they want, and the piece — well… Sausage, Diplomacy and Copywriting have a lot in common.
But it sure is pretty…
We Stand for The Alternative: Selling: on Paper!
1. For You
The fundamental challenge finds itself here, as in all communication — spoken, written, electronic: What is my Purpose? To simply air my “unique” considerations? Or to move my audience to action? One choice is perhaps, a little small minded. The other, at least implies a potentially larger, and perhaps more ethical purpose. Why not try to use the time in a productive way? To move readers, listeners, witnesses to change things for the better? So pay for the time spent in reading by suggesting an outcome, something useful for the reader, listener, and audience to DO!
2. For your Family
There’s a lot of time spent in the various levels and domains of life allowing people to give themselves a hearing. Make yourself known! Get an audience! Speak your mind! Espouse a cause! Yeah. But most of it is incredibly self-interested and as a result — less than compelling. On the other hand, we could teach our children and demonstrate in our own lives, the power of working toward a greater good — the benefit of all concerned. There are really two issues here: Speaking or Writing toward an Outcome, not just a Hearing… Then raising the bar to focusing on an outcome for more than just one’s self — but for everyone. That kind of communication, whether or not people agree, or act — leaves a residue of thoughtfulness — which builds a reputation.
3. At Work
How many boxcars of innocent reams of paper are sacrificed on the altar of praising companies, financial schemes and faceless boards? Instead, try writing to “a person” about “their problem” and how you can help! That quiet, un-noticed conversation can begin a relationship between you, your organization and a prospective customer that can benefit them, their entire connected sphere of influence and your organization. Think beyond your narrow self-expression or self-interest and reach for an interchange of communication and interests.
So many of us are talking to ourselves, about ourselves… that’s often true in writing, because our counterparts are to some degree, distant. Be that as it may, the quality of our writing can be improved by recognizing that we are not using paper to praise ourselves, but to serve the interests of all concerned. If we believe in our product and our arguments, we have to move beyond self-aggrandizement toward mutually beneficial outcomes — to honestly selling on paper.
P.S. No trees were harmed in the preparation of this document…
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