PRO

Arm Your Sales Team with Collateral That B2B Prospects Really Want

Presenter:: Jonathan Kranz
Broadcast:: Thu., July 19, 2007, 12pm ET (9am PT)
Length:: 90 minutes
Rating:

"Just give us some brochures." Prospects might say they want them. Sales forces request them all the time. But they're expensive, time-consuming and worst of all, mostly ineffective. Too often they go in your prospect's "circular file." And your prospect remains outside your sales pipeline.

Fortunately, there's a better way—many better ways, in fact. In this 90-minute session, you’ll discover simple, inexpensive tactics for turning your expertise into collateral prospects really want to read. Collateral that establishes your company’s authority in its field. Collateral that builds credibility in your prospects' minds—and moves them closer to the actual sale.

Presenter

Jonathan Kranz is author of Writing Copy for Dummies, a book loaded with fool-proof instructions, practical advice, insider tips and professional secrets! He has written a huge stack of advertising, direct marketing, and public relations materials for consumer and B2B clients in financial services, banking, insurance, high-tech, healthcare, education, and other industries. His clients have won a number of honors, including the 2004 New England Direct Marketing Association's Awards for Creative Excellence "Best of Show" gold medal. Among his long list of B2B clients are: American Express, Cisco, Dell Computer, Intuit, Pitney Bowes, NCR, Groove Networks, Verizon and UA Trust. Jonathan has taught writing courses at Harvard University Extension School, Emerson College and Northeastern University.

Who Should Attend?

Anyone responsible for B2B marketing materials intended to reinforce their sales efforts. Whether you’re a marketing director, product manager, VP of Marketing, copywriter or sales force leader, you'll pick up at least five practical ideas from this seminar that you can apply immediately!

What Will You Learn?

The secret alternative to unwanted, "coat closet" communications
A ridiculously easy way to uncover your hidden expertise
A step-by-step process for packaging your best ideas in a reader-friendly format
How to encourage readers to engage your business and take the next step
How to create materials for the entire sales pipeline, not just the lead
How to create credible case studies in three simple steps
A "numbers" trick for writing articles that works every time
A recycling strategy that delivers value over and over again

B2B Marketing, Catch-22, Creativity, Customer Engagement, Marketing Tips, Print Collateral, Sales, Writing

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What Members Say About This Webcast

"Lots of good actionable ideas."

"Is useful to someone who is challenged with what type of marketing collateral to use, when, how, etc."

"Specificity made it worth every minute. Having the handout in advance -- particularly since it has lots of valuable (and again, specific) illustrations -- is very nice. Also, I took away actionable ideas about how to overcome lack of case studies for new businesses. Really appreciated the level of expertise and command of the subject that Jonathan brings to this topic."

"This is the seminar to take in if you want to make your marketing and sales copy have impact and meaning...enough that customers would trust you and value what you say."