There are two main types of material you can create to help move potential buyers towards a sale - sales collateral and digital content - and Takooba has a wealth of experience producing both.
(We also recommend you go through the process of defining your audiences, creating buying avatars through empathy mapping and mapping the likely experience of prospective buyers who could find your product or service beneficial.)
Here is a quick refresher of the differences between the two types and how Takooba maximises the opportunies they give your company.
Brochures, websites, sales sheets and product descriptions need little introduction. They have been the mainstay of outbound marketing for decades.
With all that familiarity, it's not surprising that writing-to-sell often loses potential customers' interest rather than capturing it.
Buyers are seeking answers to questions you can easily provide - with a bit of thought. They are age-old: Can I trust
them? Will it work? Will I save money? Is it priced fairly? Do they even know what they are talking about?
Can they solve my problems and help me make the best of oppportunities?
Finally, it's worth pointing out that words on a page or a site need to be even more direct, efficient and warm than those exchanged over coffee.
Takooba's journalistic background and grasp of customer research and messaging means we are well-placed to add verve and precision to your materials for copy that extends a friendly hand to your prospects.
The newer kid on the block, content (mostly online, but sometimes printed) is written to help your potential and current customers along their buying journey. Text, images, videos or podcasts often appear a lot like journalism and serves some of the same purposes - as well as encouraging the sale.
Digital content might:
Suffice to say, all collateral and content should be
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"This is incredibly helpful and very good copy editing, thank you so much. I totally agree with your suggestion about how this should be structured..." Helen Slater, Marketing, Publicity & Promotions Manager, Intermusica
"The essay is great, I have used extracts for the press release, and also for a blog piece. Planning to post on their website mid-June, and use for a publication later. Thanks for all your work on this :)" Hannah Cox, Hannah Cox Creative.
" Indeed the website has turned out very nice, the result is there! Thanks for your efforts in achieving that!" Marten Paasman, R&D programme manager, DSM Food Specialties
"Thanks for doing a great job so far. I don't think the amends will be too arduous." Phil Scott, creative director, SWD
"Just wanted to say as well you've done a brilliant job on the first mag edits. Really well done, Michael." David Cartwright, features manager, GHSE Magazine.
" I love the feature. Thanks very much!" Gabrielle Vinyard, assistant editor, Architect's Datafile
" Well, we got there Michael. Many thanks for a great job." Oliver Parsons, editor, Sunday Publishing.
" A main board director has approved the article. Thanks for your efforts - I know it was a tough one!" Anna King, owner, Informare
" I really do appreciate all the work you put in on the videos – your script writing, in particular, was really fantastic." Eleanor Perkins, press and fundraising, Habitat for Humanity.
" Michael is a strong writer and strategic thinker who has a view of the big picture, and a very quick study of new ideas.” Ken Banta, head of corporate strategic affairs, Bausch + Lomb.
" Michael Willoughby is a highly experienced writer with an amazingly enquiring mind and a great list of contacts. He's extremely dedicated and it's been a pleasure to work with him," Sarah Richardson, former editor, Building Magazine
" I worked with Michael for two years in NYC at one of the most prestigious PR agencies in Manhattan. Michael's attention to detail and strong work ethic were vital to our team. Not only that he's a lovely bloke too!" Bridget Fishleigh, partner, Nomad Communications
" And we're done. JIPIIIIIEEEEEEEEEEE. Thanks a lot for all the content :)))) happy days!" Martha Rzeppa, online marketing consultant, Milestone Marketing.
" I’ve worked with Michael when I edited onoffice magazine and now ALTO; his writing is always pithy and entertaining," Elizabeth Choppin, former editor, Alto Magazine
" Have you seen this man’s writing? It’s sublime” Liz Male, Liz Male Consulting