Sales collateral: Top tips to take your brand to the next level

Aug 27, 2020

The way we do business is always evolving. What worked then, doesn’t guarantee it will work now. Whether you’re a small business or a large corporation, sales collateral provides value and guides consumers through the buying journey.

To make more sales, it helps to have the right tools to promote your brand. When it comes to the most effective sales collateral, there are plenty of options out there. Focus on your brand’s mission and how you connect with your audience. Test different methods to get your message out there.

Every brand is different, and you may find some of the sales collateral that you use may not work as well as it used to. Switch things up to see what converts better for your team.

The best way to provide value that converts could be via a brochure, a case study, sales presentation, or maybe even all three.

In this post, we’ll discuss our top ten picks for effective sales collateral to help your sales team crush their goals every month.

White Papers

White papers can help generate new leads through educational content. They provide value and solutions for potential clients without being too pushy and position your brand as an authority.

Not sure what to include in your white papers? Download our guide to improve your marketing performance with DAM.

Contents of the whitepaper:

Case Studies

We love case studies because they show clients how you worked to solve a problem with a real-life example. Customers can relate to the case study and make an informed decision on whether or not they will decide to move forward with you and work with your brand.

When creating a case study:

  • Write about someone that people can relate to.
  • Include statistics.
  • Explain what the customers do, their goals, and how you were able to fill those needs.

FAQ Sheets

Save time and make it easy for potential new clients to get the answers they need without digging for results. FAQ sheets should include thoughtful responses to the most common questions people have about your business. Don’t leave them second-guessing. Update your FAQ sheets when you start to notice people asking the same questions.

Email Templates

Your sales team is busy. They’ve got clients to meet with and deals to close. Make it easy for them to get results by creating email templates that can be used throughout the selling process.

You’ll want to remind them to pay attention to the details. Always!

We’ve all received at least one template email addressed to someone else or an email that included a copy and paste message with the wrong company name. While you want to save time, you also don’t want your brand to appear unprofessional when communicating with a potential client for the first time.

Landing Pages

When done right, you can always count on a good landing page to seal the deal, or at the very least, generate some leads for your brand. The key to an effective landing page is clever copy.

Include your offer, testimonials, and the benefits only you offer.

When creating your landing pages, don’t rush through this process just to get something out there. Hire a copywriter with experience to help you get noticed and start selling.

Take note of Lyft’s landing page. It’s not cluttered and effectively communicates its purpose - to get people to sign up to drive and make money.

Sales Presentations

Effective sales presentations focus on how to solve potential client’s problems. Keep them short and highlight how your team can help prospects achieve their goals.

Blog Content

Here at Lytho, we’re passionate about providing free quality content that anyone can consume on our blog. Whether you’re a new or established business, a blog is an excellent asset to your brand.

Before you start writing or posting new content, focus on long-tail keywords that will drive targeted traffic to your website. Blogs help tell your brand story, explain how you solve problems, and position you as an authority in your niche.


Who doesn’t love a good testimonial? It tells potential clients that you know what you’re doing, and people trust you with their business. Be proactive about reaching out to past clients to get feedback on your work. Testimonials are great examples of sales collateral because it tells people how great you are without sounding too pushy.


You don’t need to have thousands of subscribers on your email list to start making sales. Remember, these are people who willingly signed up to your newsletter because they found value in your business and message. A newsletter is a great way to nurture them and share updates about what’s happening in your industry. While they may not be ready to buy now, you’ll be fresh in their minds when they are if you send consistent valuable content.

Buyer’s Guide

A buyer’s guide makes the buying process easy and simple. It can help people make informed decisions about whether or not they’re going to go into business with you. It’s also a great asset for the sales team because they can use these guides to seal more deals.

We hope you enjoyed some of our favorite sales collateral tools and hope you can use them to engage new buyers and increase sales. Focus on your customers and get to know what problems they have so you can target your message.

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