Tag Archives: sales guides

What Should a Copywriter Do If No Sales Guide Is Available?

Don’t slit your wrists if there is no sales guide. I was only given a complete sales guide once in two decades as an in-house marketing writer at high-tech companies, but I always managed to find enough information. This post … Continue reading

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Key Points and Access to More Product Information in the Sales Guide

In this final post on sales guide contents, I will quickly look at two important sections and one that will give you a stiff dose of reality. If you review all the sales guide posts that I have done, you … Continue reading

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Sales Objections Can Help Copywriters

When I first started to write brochures, I was often at a loss for material to include. I tended to repeat datasheet information in language that was less dry, which was not very impressive. The information in the sales guide … Continue reading

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How Does Competitive Information Help Copywriters?

Competitive information is often closely guarded, but is very valuable for copywriters because it shows you what features and benefits to emphasize. In this post, I provide some examples and a short discussion of two sensitive areas: ease of use … Continue reading

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Using Target Customer Information and Qualifying Questions in Copywriting

Some information in sales guides may seem repetitious to copywriters, but the information is useful because it suggests scenarios and direct ways to address customer concerns that are ideal for vehicles such as ad copy. These sections provide information about target … Continue reading

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