8 Examples of Effective and Ineffective Sales Content (And How to Get It Right)
Content is king in today‘s digital world—and that‘s especially true when it comes to sales. High-quality, compelling sales content can make the difference between a prospect choosing your offering over a competitor‘s.
But what exactly is "sales content" and how does it differ from marketing content more broadly? Most importantly, what separates good sales content from the bad?
In this post, we‘ll break down everything you need to know to create sales collateral that drives results. We‘ll cover the key types of sales content with examples of each done well and poorly. By the end, you‘ll have a clear framework for producing persuasive sales assets that build trust and convince prospects to buy.
Sales Content vs. Marketing Content: What‘s the Difference?
First, let‘s clarify the distinction between sales content and marketing content. While there is certainly overlap, sales content tends to be more specific and targeted than general marketing materials.
Marketing content like blog posts, infographics, and videos aim to capture attention, educate audiences, and generate interest in your brand. The goal is to attract potential customers and get them to engage further.
Sales content, on the other hand, focuses more directly on your products or services. It assumes a baseline level of interest and attempts to persuasively demonstrate the value of your specific offering. If marketing content opens the door, sales content closes the deal.
Examples of sales content include product comparisons, case studies, testimonials, and data sheets. The goal is to give prospects the detailed information they need to feel confident your solution is right for them.
To be effective, sales content must achieve a balance of being informative and trustworthy while also emotionally resonant and engaging. Let‘s look at some examples of the most important types of sales collateral—to see what to emulate and what to avoid.
1. Product Comparisons
One of the most powerful forms of sales content is the competitive comparison. By objectively showing how your product stacks up against alternatives, you give prospects a tangible rationale to choose you.
A Strong Product Comparison
Here‘s an example of a product comparison done well from HubSpot:
[Insert HubSpot product comparison image]A few key things make this effective:
- Cleanly organized to allow easy scanning and side-by-side evaluation
- Highlights meaningful benefits, not just features
- Shows value at different price points to appeal to a range of buyers
- Includes subtle design touches that make key differences pop
Most importantly, it gives prospects the complete picture they need to feel informed and able to decide. Even the lower-tier options are framed positively, building trust rather than applying pressure.
A Weak Product Comparison
Contrast that with this lacklustre comparison chart:
[Insert Outbound Telecom comparison chart]This has some serious issues:
- Haphazard, confusing layout makes it difficult to parse
- No differentiation between plans, leaving one to wonder what the extra money gets you
- Generic, unconvincing benefits that fail to set the brand apart
- Overall cheap, unprofessional aesthetic undermines credibility
Rather than enabling confident decision-making, a comparison like this breeds more questions than answers. The prospect is left feeling like key information is missing.
2. Case Studies
Customer success stories are a potent trust-building asset in sales. By spotlighting real-world results and ROI, you give prospects concrete proof of the value you deliver.
A Convincing Case Study
Take a look at this case study excerpt from HubSpot on how they helped a motorcycle dealer accelerate growth:
[Insert HubSpot case study excerpt]This case study shines because:
- It puts the customer front-and-center, telling a relatable story
- It mixes quantitative results with qualitative details for an engaging narrative
- It includes relevant context about the company to help readers identify with them
- It‘s easily scannable while rewarding a deeper read
Most importantly, it expresses benefits in terms of the customer‘s goals, not just the vendor‘s product. The focus is on how HubSpot empowered their client‘s success.
An Underwhelming Case Study
On the flip side, here‘s an example of a case study that falls flat:
[Insert Outbound Telecom case study]The core issues are:
- Vague, unsubstantiated claims of "growth" with no specifics
- No meaningful details about the customer‘s business or challenges
- Dry, boilerplate copy that reads like a dull press release
- No cohesive story or journey, just disjointed "corporate-speak"
There‘s simply no "there" there. A case study like this fails to forge an emotional connection while neglecting to provide any real evidence of impact. The reader is left thinking "so what?"
3. Testimonials
While case studies tend to focus on business outcomes, testimonials reveal the personal impact of your offering. They give prospects a firsthand perspective on what it‘s like to work with you.
A Persuasive Testimonial
Here‘s an example of a strong testimonial:
[Insert HubSpot testimonial]A few key things to note:
- Includes a real photo and name to make it relatable
- Shares the person‘s role and company for credibility and context
- Mixes concrete results with emotional benefits
- Uses an authentic customer voice, not canned marketing-speak
Short but substantive, this testimonial packs a punch. It gives prospects a inside view into the experience while piquing curiosity to learn more.
A Lackluster Testimonial
Contrast that with this fluffy testimonial:
[Insert Outbound Telecom testimonial]The problems here are clear:
- No meaningful details about who the person is or what they do
- Comically oversized photo distracts from scant copy
- Pithy quote is so generic it could apply to anything
- No specifics about how the product actually helped
There‘s no "why" behind the vague endorsement. Without substance, a testimonial like this actually undermines trust rather than building it.
4. Data Snapshots
Numbers can be a powerful sales tool when used well. Statistics, charts and infographics help quantify your value and show the measurable results you‘ve achieved.
An Effective Data Snapshot
Here‘s an example of a data graphic that works:
[Insert HubSpot data snapshot]This data snapshot succeeds because:
- Impressive stats instantly communicate the scope and credibility of the business
- Relevant data points are curated to matter to the target audience
- Clean design makes the numbers pop and easy to process at a glance
- Subtle repetition reinforces the large scale and impact
The cumulative effect builds instant trust and authority before the prospect digs into any details. It sets the stage for a persuasive pitch.
A Confusing Data Snapshot
Now look at this messy data visual:
[Insert Outbound Telecom data snapshot]It stumbles because:
- Random, irrelevant data points leave the reader scratching their head
- No specific numbers, just vague icons and generalities
- Amateurish layout makes it difficult to parse any logical flow
- Raises more questions than answers about what this company really does
If your data snapshot needs a lengthy explanation to make sense, it has failed at its purpose. Prospects should be able to grasp the significance at a glance.
Putting It All Together
The common thread in good sales content is that it earns the prospect‘s trust. It does that by being:
- Specific and substantive rather than vague
- Authentic and customer-centric, not pushy or product-focused
- Visually engaging while easy to process and understand
- Emotionally resonant as well as logically convincing
- Packed with credibility-boosting proof points
In short, effective sales content provides value to the prospect first and foremost. It empowers them to make a confident decision by demonstrating your unique value in terms that matter to them.
As you‘re evaluating your own sales assets, ask:
- Does this give prospects the information they need to feel fully educated about my offering?
- Does it convincingly answer the question of "why us" with meaningful specifics?
- Does it provide relevant context to help prospects understand how we can help them succeed?
- Is it interesting and engaging enough to keep them reading/watching?
- Does the design and format make it easy to understand and remember the key points?
Focus on quality over quantity. Be rigorous about cutting anything that doesn‘t actively contribute to the prospect‘s understanding and decision-making process.
By following these principles, you‘ll be well on your way to creating sales content that doesn‘t just fill space but serves a strategic purpose. Content that makes it easy for prospects to say "yes."
