When your prospects are actively evaluating vendors, every message counts. We’ll make sure your datasheets and brochures are easy to read, and your solutions’ features and benefits are impossible to deny.
The content that drives decisions
Bottom-of-funnel content is there to do a very specific job – providing information and answers to support conversion – and the best way to do that job is rarely innovative or cool.
So it’s tempting to task your product and solution experts with creating your brochure and datasheet copy. After all, you know they’ll (hopefully) include all the right features, facts, and figures.
We’d humbly suggest that, nine times out of ten, this is a mistake. You need your bottom-of-funnel content to be:
Welcoming and compelling
Easy to read and quick to scan
Written in your brand voice
Designed to help readers make a business case
In short, you need it to be written by excellent B2B marketing copywriters. (Like us.)
Prepare to convert some prospects
01
Get everything correct
Ideally, your product and solution experts will brief us themselves, in whatever way they’re most comfortable. We can have a quick call, work from their notes, even build on their own first draft. That way, we can get the substance spot-on in v1.
02
Keep everything clear
A neat information hierarchy and logical flow. Regular, descriptive subheads.Bullets, boxouts, sidebars. Much more than flowery metaphors, these are the tools of great marketing copywriters – and we’ll use them to make your factually dense, bottom-of-funnel content feel approachable, crisp, and clear.
03
Help people make the business case
Brochures and datasheets may be relatively factual and straight-talking, but they’re still marketing content, and should reflect what you know about your audience. We’ll help you emphasise the features and benefits that matter most, equipping readers to advocate persuasively for your solutions in vendor evaluation conversations.
04
Back up your claims
Another way to make converting even easier? Provide hard evidence of your product or solution’s outcomes. Performance benchmarks, independent ROI assessments, impressive customer testimonials… if you’ve got them, we’ll present them in all their convincing glory.
Practical advice
How to make the most of: B2B technology brochures and datasheets
Keep them snappy. If your solution does a thousand things, for a hundred different audiences, consider creating a suite of brochures that cover specific use cases.
Don’t gate them. Is it really fair to ask someone to part with their phone number, just to discover whether your product does the thing they need it to?
