For many companies, technical sales literature, graphics and video are an important part of the communications mix. From product descriptions to case studies and technical manuals to explanatory videos, the ability of a company to help customers completely understand how their products function, what performance is delivered, where and how the products are used (and where and how they aren’t) is fundamental to the buying process.
Technical sales information needs to be targeted correctly and, to do this, the decision-making unit and decision-making process inside the prospect company must be understood. For example, information required at the start of the buying process is often different in type and complexity to the information required at the end of the process. The emphasis placed on different benefits and the level of technical information varies depending on the person’s function in the organisation – think managing director compared to engineer or finance director compared to HSE officer.
All good technical information needs to be correct, clear, concise, complete, consistent and credible.
Accuracy is essential – from diagrams to graphs and tables to text. So, how do we reduce human error and ensure that materials are fit for purpose? The answer is to establish responsibilities in the organisation and procedures for generating, clearing and cross-checking content. Recognise that people have their specialties, including knowledge of specific technical disciplines, communication and the law.
Ensure you have a robust system for version tracking, which includes archived editions of previously published documents. Note where the specific content is used, so if you update the website, for instance, you also update video and printed materials accordingly, or if you update in one language, materials in other languages aren’t forgotten. And, of course, establish vigorous procedures for proofreading.
Generally, play safe and imagine that your audience knows less than you think it does. It’s better to fully clarify a point, than leave it unexplained. To pitch the level correctly is difficult. You don’t want to teach your grandmother to suck eggs so to speak, but you need to be clear.
However, with the use of glossaries, appendices, sidebar texts, links and other such devices, you can provide strong support to aid understanding without diverting readers from the main narrative. Naturally, the tools vary depending on the type of technical information concerned.
Why use 20 words when ten will do? How much background do you really need? By all means keep the flow, but cut out the padding, and concentrate on the key points. Be direct and avoid passive voice.
Ask the team whether everything that’s needed is included for the specific application and target market. Has the sales force received specific queries that haven’t been answered in the content but should be? What about your competitors’ resources? Are they addressing any relevant points that you are not? Perhaps you can even ask a friendly customer or two to read through the content to gain their input? Cast the net wide and whittle down at the next stage, rather than miss anything important.
Consistency within the individual piece of communication and between marketing assets overtime, increases professionalism. Use a corporate ID manual or writing style guide. Create a bibliography of terminology, including product- and corporate-specific words and phrases. Establish tone of voice. If you need translations, make a translation style guide for each language.
Credibility largely stems from the content and its presentation. If it’s clear, correct, concise, complete, consistent and professionally presented, then this creates credibility and trust. However, substantiation is paramount to marketing collateral. Show support in terms of case studies, research results, photos, testimonials, references, achievements, certifications, bios, etc.
The process of creating impactful and persuasive technical sales collateral can, of course, be started and concluded in-house, but many companies rely on outside partners to create the finished material entirely or for a role in the process, for example to create the layout, or edit or proofread a document. If you’d like to discuss any aspect of creating your marketing collateral, then please get in touch.
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