How to create epic, human-centered sales materials

Before you launch that slide deck, post that whitepaper on your blog, or publish that one-pager, give it another look. Are you sure it’s strong enough to get the job done?

Sales enablement pieces are historically known to confuse more than help. The tech users you’re targeting need something clear and relatable. They need to understand not only what you do but why it’s for them and to their advantage. That means your sales materials need to be more focused on helping your customers buy rather than helping you make a sale.

Tech users are looking for help and guidance. They want someone who’s on their team – not someone who looks at them like a lead or an SQL. They have real goals and real struggles in reaching those goals. And you have the answer!

The key to creating sales materials that convert is by making them sound more human. After all, people buy from people – not businesses. So make it sound person-to-person. Get on their level, look them in the eye, and let them know you feel their pain and you can help.

The human-centered checklist for creating sales materials that convert

There are five primary categories your sales materials should include: Empathy, authority, humanity, a plan, and a call to action. We’ve listed the ways you can make sure you not only have these elements, but you’re including them in a way that creates a connection.

Show empathy

Empathy means you not only know your customer’s problems and pains but you’ve felt them too. The biggest way to make a connection is to share how you can relate, and help your customer say, “Me too!” That’s how you position your business to then say, “And we can help!” But first, start with empathy.

• We empathize with the actual pains that our potential buyers experience.

• We communicate how we know what it’s like to be in their shoes and feeling those pains.

• We identify the problem(s) the audience has and empathize with them early on in the piece – not in the middle or at the end.

• We talk about our expertise only after we’ve led with empathy and have clearly shown them we know the pain their business is in.

• We include a clear and powerful promise of transformation – a before and after picture that users can expect to experience through our product, offering, or service.
  

Communicate authority

While empathizing with customers helps them feel connected to your business, at the end of the day, they’re going to choose to work with the company that can deliver results. You need to show your authority by not just communicating what you do but why what you do matters to them.

• Our business is clearly positioned as the guide that helps users like them overcome their problems.

• We clearly articulate how we can be trusted to guide users to success.

• We include a case study or testimonial that proves our product, service, or method is trusted and successful.

• We have included images or logos of other notable businesses that have experienced transformation or success from working with us.
  

Demonstrate humanity

“What does that even mean? So what? I don’t understand. Does this do what I need though?” These are common questions and statements your customers think about as they’re Googling and scrolling through their options. You want to be the one who comes in like a good friend and says, “Basically, here’s what you need to know.”

• We do not use insider language, acronyms, jargon terms, or buzzwords that the audience won’t understand – or understand what it means for them.

• We sound human and conversational.

• We include imagery of real people – not stock photos that show out-of-touch corporate boardrooms.

• We don’t use any extra words. There is no fluff. The content includes exactly what the customer needs to know and nothing they don’t care about.

• This piece is easy to access and view.

• This piece looks nice, is intentionally designed, and is easy to read and follow. It does not look thrown together at the last minute by someone who’s never used PowerPoint before.

• This piece can be read on a smartphone and does not require a laptop or desktop to look at. The font is large enough for the average person to read.

• This piece clearly tells a story of transformation – a transformation that the customer desires and is looking for. It clearly communicates how the customer can be the hero, and our business is not the one that saves the day.
  

Map out a plan

Saying yes – especially to a large tech investment – is a risky move. Not only are customers investing in the actual technology, they’re investing in you, the process, and the experience. You need to meet them right there, in their hesitation and fear, and give them everything they need to trust you and feel confident about taking the next step.

• This piece includes a clear roadmap to help users get unstuck from where they are.

• This piece clearly articulates what users need to do in order to overcome the challenges they’re facing and achieve their goals.

• This piece gives away our thinking, not holding back the secret sauce but freely letting users know that we can help them.

• This piece includes a plan for what the process and experience of working with us is like.

• This piece includes all the information a customer would need to know in order to say yes to working with us. It answers questions and responds to their potential hesitations.
  

Initiate next steps

You know what they say when you assume. And you cannot assume that the user will know what to do with the information you’re giving them. You have to tell them. You have to clearly spell out what the next step is and prompt them to take it. If you don’t, you’re basically saying “no” for them.

• We clearly tell them what the next step is, and we “ask” them to take it with a call to action.

• We do not give them the option to “Learn more.” We use compelling language that clearly articulates – and eliminates confusion – about what they’re getting once they take the step.

• This piece positions whoever will be presenting it as a helpful guide or friend and not a pushy sales rep.

• This piece is not confusing for the user to understand what they are being asked to do next.

Every time you create a sales piece, reference this checklist. You’ll find users are more actively engaged. 

With more human, empathetic, and clear sales materials, your sales cycles will be shorter and your teams will be more united in their effort to help users overcome their problems and get the most out of the technology or service you’re offering.