Marketing collateral, in marketing and sales, is the collection of media used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective. The brand of the company usually presents itself by way of its collateral to enhance its brand.

The production of marketing collateral is important in any business' marketing communication plan.

Common examples include:

·         Sales brochures and other printed product information

·         Posters and signs

·         Visual aids used in sales presentations

·         Web content

·         Sales scripts

·         Demonstration scripts

·         Product data sheets

·         Product white papers

It differs from advertising in that it is used later in the sales cycle, usually when a prospective purchaser has been identified and sales staffs are making contact with them.

Typically these are made to follow the same corporate identity as other corporate publications including:

·         Complimentary slips

·         Business cards

·         Letterhead

Marketing collateral is your collection of publications, like brochures, newsletters, business cards, white papers and other publications that help get your message out to your prospects. This section offers tips for creating your own marketing collateral and using marketing collateral to your best advantage.

3 keys

1.       The truth is: the less you talk about your product, the more you talk about your customer's business issues, the better. Nothing worse than a white paper that is a 10 pages advertising for your software. No one will ever read it, I swear. Remember, 100% of people who bought a drill where needing a hole, not a drill. An0d only 1 person out of 6 can guess how features will solve their problems. This means it is your first and primary job to provide information to people so that they can better understand their own issues and the steps towards a solution.

2.       The more you can get outside people endorse your value, the better. Customer testimonials, case studies etc... Are invaluable and the most effective collaterals. They need to be value oriented, not feature oriented. They are hard to get though, and it usually takes a strong commitment from sales, presales and consultants to get them. This means that whenever you can, have a third party involved in your collaterals, webinars, conferences, etc...

3.       Getting the collaterals done is only part of the job. How you use them, spread them, have external people blog about them is at least as important.