Sales Laundry

Sales Literature.  Do we really want to read and internalize two pages of multi-colored marketing surrounded by stock photos of people that do not work there?  Nope.  Not me.  Not your customer.  Not you.

(I bet you did not get past the first two paragraphs of your own sales literature before you started scanning the page.)

That is why I am a huge proponent of sales literature that is concise and written in terms of what the customer gets out of the experience.  Recently I found an example I thought was worth sharing.

While not exactly an apples for apples comparison, look at how each of these two companies try to sell you on their shipping service.  Which one communicates their message the quickest?  Which one helps you, the customer, understand the value you are going to get out of the service?

More importantly, which one do you think is more effective and which more closely represents the sales literature you are handing out?

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Example 1

Have You Ever Lost a Canadian Customer?

If you every had a customer on the phone asking how much would it be to get the product delivered to Canada – you should find the situation very familiar.

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Example 2

BigShipper delivers seamless cross-border solutions to the U.S.

Why choose BigShipper International Ground service to the U.S.?
BigShipper makes cross-border shipping easy. BigShipper International Ground is a cost-effective, door-to-door service from Canada to the U.S. that includes:

Day-Definite Delivery

We deliver within 2 to 7 business days, based on the distance to the destination, for packages up to 150 lbs. (68 kg) each, with a maximum length of 108 inches (274.32 cm) and a length plus girth of 165 inches(419.1 cm).*

BigShipper Ground Brokerage-Inclusive Service
To help facilitate your shipping, the brokerage-inclusive service is pre-selected on all BigShipper Ship Manager™ electronic shipping solutions. If the brokerage-inclusive service is accepted on our electronic shipping solutions, then BigShipper Ground will arrange for the customs clearance of your shipment. A Clearance Entry Fee may be charged, and will be reflected on your transportation invoice.**

Select Your Own Broker
If you already have your own broker, simply select “Broker Select” on our BigShipper Ship Manager electronic shipping solutions and enter your broker information, and it will be printed on your electronic Commercial Invoice. Additionally, our electronic shipping solutions will support a customizable database for storing broker information, enabling you to save time when shipping to the same recipient.

Shipment-Status Tracking
You have access to around-the-clock shipment-status updates.

Flexible Billing Solutions
If you accept the BigShipper International Ground Brokerage-Inclusive Service, you will have the option to bill duties, taxes and ancillary fees to the sender, recipient or a third party.† You will know the responsible party for each shipment beforehand.

Single Point of Contact for Resolution of Customs Delays
If you accept the BigShipper International Ground Brokerage-Inclusive Service, BigShipper customer service representatives will be your single point of contact for customs-clearance inquiries and will work directly with trade experts to help answer your inquiries quickly.

Money-Back Guarantee
If you accept the brokerage-inclusive service for your shipment, it will be supported by a money-back guarantee.*

BigShipper Electronic Shipping Solutions
Our electronic shipping solutions make shipping via BigShipper International Ground easy.
Please note that BigShipper International Ground brokerage options are also supported by BigShipper Ship Manager Server and BigShipper Web Services.

*Some restrictions apply. See Terms and Conditions for details.

** When BigShipper Ground arranges for customs clearance services, a Clearance Entry Fee may be charged to cover processes required to check the Commercial Invoice submitted with the shipment, to complete entry preparation procedures required by either U.S. Customs & Border Protection or the Canada Border Services Agency, including calculation of applicable duties and taxes for each type of commodity included in the shipment, and/or other customs clearance processes and activities. Clearance Entry Fees must be paid by the party paying the related transportation charges. Additional charges may apply. If you do not designate a specific broker on the BigShipper Electronic Shipping Solution and on the Commercial Invoice, BigShipper Ground will arrange for customs clearance and all applicable charges will be reflected on your transportation invoice.

†Clearance Entry Fees must be paid by the party paying the related transportation charges.

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If you find reading your sales literature a painful exercise, so will your prospective customer.  Why did your last 10 customers buy from you?  Call them and ask.  My guess is the four or five sentences you get from them would make for a more compelling read than what you are handing out today.

If you have great sales literature, send it to me.  I always like reading the good stuff.  If it is awful, let’s fix it.