Why Good Collateral is Important
THIS BELONGS IN EVERY BUSINESS LIBRARY!
Mom told me first impressions matter.
She was right, of course. Anyone walking into a meeting without a business card knows that awkward silence when someone asks, “Do you have something I can hang on to?” and you’ve got nothing for them to remember you by.
Your phone doesn’t talk to theirs, meaning they’ll easily forget your conversation…and your company.
That’s where collateral materials come in.
Collateral — printed or digital assets representing your organization — are the unsung heroes of marketing. They won’t close the sale by themselves, but they make sure doors stay open long enough for you to complete the discussion.
This is a specialized niche of communications. We’re talking about brochures, flyers, catalogs, case studies, sales sheets, presentation folders and business cards. Also, PDFs, e-books, branded pitch decks and proposals.
Together they build trust, credibility and consistency for your story.
Let’s face it: Sales materials looking like they were designed hurriedly (or by committee) turn people off. Such unprofessional results make customers wonder if they can trust you with their business.
However, well-developed collateral communicates quality before a word is said.
Furthermore, collateral works when you aren’t. A brochure sits on someone’s desk long after your meeting’s over. Good case studies convince decision-makers you’ve never met. Sharp-looking proposals tilt the scales in your favor when bids are being reviewed.
Bottom line: Collateral extends your presence and multiplies your impact.
Of course, your collateral must be consistent to work properly. Your logo, fonts, colors, design format and tone of voice should align and reflect your website and social media. Because when the pieces fit together, you look polished. When they don’t, you look scattered.
And scattered doesn’t sell.
Meaning the next time you’re tempted to save a few dollars by not hiring a design professional, remember that like everything else marketing-related, collateral is an investment, not an expense.
Done well, it’ll help you stand out in a crowded market, reinforce your brand promise and give prospects one more reason to say yes.
So don’t cut corners here! The ROI for well-designed collateral pays off again and again, while the cost is amortized over every prospective customer. It sets the stage, builds trust and acts as your silent salesperson, working for you 24/7 without ever asking for a raise.
With that said, I wish you a week of profitable marketing.
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