Question

Topic: Copywriting

Forms For Downloading Technical Literature

Posted by Anonymous on 6/22/2004 at 3:40 PM ET 125 Points
What is the current feeling of requiring a form filled in prior to the download of technical literature and brochures? Do we live in a totally transparent world now and so we should not request this - or - is this useful sales information and if people want your brochure they are prepared to give it.
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RESPONSES

  • Posted by Pepper Blue on 6/22/2004 at 4:14 PM Accepted
    Hi goldstoneL,

    I think that it is useful if the technical literature and brochures are truly helpful i.e. will they educate them and help them do their job better or run their company more efficiently?

    If they are just "sales brochures" you are going to lose a lot of prospects and potential customers.

    For good reason, people are very wary of giving up personal information, even with privacy policies, assurances etc., so they have to really want something to give it in return, and if they can get it from your competition and give nothing in return, many will choose this option.

    Possibly test this first on a smaller, controlled group before you roll it out full.

    And, if you do implement it, keep the required information to a minimum, keep the friction low - name, email, company, zip/postal code. You can always get more later, after the relationship has furthered.

    I hope this helps.
  • Posted by Peter (henna gaijin) on 6/22/2004 at 4:16 PM Member
    From the customer side - If it is something of value, I will fill in a form to get it. So, I would do it for white papers and articles. I don't feel I should do it to get more sales oriented pieces, like brochures, data sheets, etc.

    From the business side, this can be a good way to capture sales leads. But you need to make sure you list your privacy policy (how you use the information) and also not ask too many questions. Basic contact info, perhaps a question or two which would qualify them, and ask if they want to be on your e-newsletter distribution (if you have one) is about it.

    One challenge is the qulity of the information provided. One trick I have seen used is to provide the link to the requested information by email. This way you know you will have captured the correct email address for the requestor.
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