Your business and resources: building value that counts

We know that your business is more than a tool to make money. It’s here to make a difference and provide exceptional services to your customers. We know that. You know that. But does your potential customer know that too? And let’s face it, out of the three of us, they’re probably the most important people that need to know what your business is and how it could benefit them.

That’s when sales collateral comes in. In short, it’s about producing resources that you can share with new and existing customers that will help educate them on who you are and what you do.

So to summarise, producing quality sales resources will:

• Generate new customer leads

• Give new and existing customers reasons to get in touch

• Show your business as experts in the industry

• Empower your contact to take a positive action

Let’s take a look at some of the things your business can, but not limited to, create that’ll add value to your brand and drive your customer to take action.

Case studies from past customers

A case study seeks to tell a story. It’s about a customer’s challenge that they’ve faced and how you’ve helped them solve it. They can be great to give your potential customer new ideas and put your business into a real world environment.

Good case studies often start by explaining the challenge, providing the solution, the results and finally the feedback your customer gave.

They’re easy to write and build trust and value for your brand.

White papers and eBooks

A white paper is report that provides a comprehensive solution, or a an expiation to a common problem that your customer may, has or will face in the future.

They’re great to generate new leads as the content is often shared between customers who share similar problems.

Self-published books

Similar to white papers but on a larger scale, self-published books will help ensure your business is seen as the market leaders in the industry you serve.


Publishing research that you’ve acquired can help secure your sales pitch by using indisputable evidence, helping add value to your business and increasing the likelihood of your customer to convert.

Research is often taken from your existing customers to help acquire data quickly and easily. You could research customer behaviour for example and make recommendations and insightful improvements to customers based on your results.

FAQs and help centre articles

Creating a list of helpful Frequently Asked Questions will allow customers to add value to their experience with you at a slow pace that suits them. It’ll also show that you’ve faced problems before and learnt how to deal with, giving your customer assurances that you’re a professional operation and ready to do business the right way.

Data sheets

Data sheets provide information on how your product works. These details are important as it helps build an image of a customer using your products in the future.

You can use these data sheets to help build trust and move their consideration phrases forward.

Sales assists provide value to potential customers, but also ensure you’re forced to think about possible future problems and how’ll you’ll seek to repair them in the future.

Company introductions

When you first speak to your customer, provide more information on who you are, what your values are and how you do business. This helps reinforce your trustworthiness and ensure that your customer has all the right knowledge before they commit.

Good company introductions often include: what your company does, what your company values are, how your products and services benefit customers, case studies and finally, pricing.

Printed collateral

You didn’t think we’d get through a whole blog post without talking about leaflets did you?

Giving your customers something to hold in their hands is one of the most powerful conversion methods your business can undertake. It lets your customer see your brand, feel your brand, take note that you use a great quality paper and a great delivery company.

Examples of printed collateral are (but not limited to): leaflets, business cards, brochures, data sheets, research findings, leaflets, postcards and letters, leaflets (did we say that one already?)

Final thoughts

Sales material give your company value, but be careful. It’s easy to damage a brand and your image could be tarnished by handing out spam. Take it slow, think carefully about your objectives and what your business hopes to achieve.

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