What’s Your Line? Sales Communication vs. Marketing Communication

Marketing communications seeks to persuade, provoke thought, or change someone’s stance or opinion. It has more fluff, padding, and color. Nike’s tagline “Just Do It” makes me think about discipline and implies intensity. It does not lead me to buy Nike. (I’m brand loyal to Adidas’ wide-width running shoes, but Nike’s famous words do make me think.)

Sales communication is purposed to provoke decision. It is supported by persuasive marketing that lives in marketing channels like websites, newsletters, direct mail pieces, banner ads, email campaigns, etc.

There’s a concrete sense to sales communication:
-“Our company offers services that help you assess and improve your __________ to __________ ratios”.
-“We call on companies that employ upwards of 10,000 people.”
-“Our company services businesses that typically employ more than 100 people.”
-“Our company targets growth companies between $5M – $10M in annual revenues.”

Here are a few tips for developing sales communication:
-Purpose to move your prospect to act.
-Be direct, succinct, and honest.
-Scale back extra words or phrases that do not lend themselves to your effort. Omit descriptor words.
-Is it light, easy to digest, something that won’t info-overload your prospect?

If your content is easy and fast to hear/read, it’s easy and fast for your prospect to respond.

Originally posted by Lilly Ferrick at Lilly’s Blog.