The Value of Sales and Marketing Literature

Why is it that most sales and marketing literature sucks — to put it bluntly?

I have three main beefs with your average marcomm materials:

(1) They are boring –  boring with a capital B.

(2) They have too many words.  Hence, no one reads them.

(3)  They make it impossible to tell how the company is different or unique.  In fact, half the time you can’t even tell what the company does, let alone why you should hire them over any other vendor.

I just cleared out a cabinet in my office and threw away two large trash bags full of marketing materials:  brochures, folders, inserts, die-cut mailers.  The materials were from vendors and other companies I had encountered over the past two years. Why I was saving the materials, I don’t know.  Except in 2 or 3 rare instances, I never looked at them again once I put them away.

What struck me as I was playing Martha Stewart on a closet cleaning binge, was how much time and money must have been put into the materials.  Just think of the marketing firms, graphics design artists, and printers that had been employed to create those items.  Just think of all the sales calls and trade shows where those materials made an appearance. 

Now, as a supporter of capitalism, I think all that exchange of money is good.  But for the companies that spent the money, you really have to question how much value they got.

The only reason I can come up with to justify most of these materials is that they establish credibility as a vendor.  As the recipient, you are impressed with a nicely designed piece and a weighty package.  Surely, you subconsciously think, the vendor must be capable.  Their offerings must be top notch.  Look at all the beautiful materials!

I have to admit to being guilty of questioning the vendor’s capabilities, if the vendor has no “walk-away” piece for me, or hands me a skimpy or amateurishly executed piece.  Just like everyone else, I judge the vendor by the apparent quality of its marcomm materials.  Too bad I don’t read them.

For tips on writing better marketing and sales literature, read “Why Marketing & Sales Literature Fails.”