When it comes to making a purchase, clever sales copy and good design only go so far.
This is especially true for service-based companies and manufacturers whose expensive
products have a long sales cycle, because they do not benefit from the spontaneous
???storefront??? sales that consumer products enjoy. It??™s easy to buy an extra loaf of bread at
the store, or another shirt at the mall. It??™s not as easy to spend $150,000 on a new office
printer or several million on a consulting contract.
This latter group requires different marketing strategies. Because more marketing dollar is
poured into each sale, marketing executives, designers, and copywriters are allowed far
more latitude in crafting targeted, persuasive materials that are not only designed to sell,
but to inform as well. People who are writing large checks like to be deeply educated on
what they??™re buying.
One of the key pieces of this marketing puzzle is third-party validation. Companies who
rely on large, individual sales realized a long time ago that customers are far more willing
to listen to their pitch if they back up their claims with real-world proof and testimonials
from respected third-party names.
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