Steps to Writing Sales Literature That Sells

I once sat in on a company's internal sales seminar and listened as the head of marketing announced, "It's my belief that most people don't read sales and marketing literature."

The audience of sales reps responded with almost unanimous claps and cheers.

As a freelance writer and marketing professional, I still find both the comment and the applause rather unsettling. The truth is, I don't read the majority of direct mail postcards, emails and sales letters that I receive, either.

But, occasionally, an exceptional piece filled with truly thought-provoking information filters its way to the forefront of my attention. I become absorbed in the sender's message, because it's authentic and clearly addresses a desire or need I actually have, or generates a new one!

So, a more accurate statement by the marketing executive might have been, "People don't read most sales and marketing literature."

And if so, companies are spending a lot of money on marketing materials that are delivering very little return on their investment.

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