SUMMARY: Your business marketing collateral (brochures, website content, etc.) has to appeal to two very different sets of prospects -- transactional versus consultative seekers.
We interviewed expert Neil Rackham who's helped IBM, Xerox, AT&T, and Citicorp improve their marketing collateral and the way the sales force used it.
His notes on how to copywrite for the three phases of the prospect's buying cycle are really useful. Plus, his comment that sales reps often "snatch confusion from the jaws of clarity" made us laugh. Enjoy.