Making every word count
We needed to help Pareto market their services through their expertise, rather than their hard sell.
During the early stages of the project, it soon became clear that tackling lead generation and the closing stages of a deal would require a step by step approach. This meant discussing each of the contributing factors of lead generation, as well as the logical sequence most deals go down before they are sealed with a signature.
To appeal to sales professionals of all levels, the copy had to be informative but not patronising. It had to hold weight and authority, but not belittle or bore. By making promises to "take your sales process to the next level", the content itself had to be useful. Through analysis of Pareto’s materials and external resources, each part of the content offered actionable advice or studied analysis.
Sales professionals thrive on clear presentation and an awareness of this influenced the structure. We introduced each article with scannable chunks of text that summarised and introduced the more in-depth articles. The clearly labelled sections, emboldened takeaways and broken up pieces make the guides accessible and well-suited to the fast pace of sales.