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Best practices for collateral creation
Anshi BhadoriaMay 2013
Info-ception!
Contents
• Scope• Approach• Execution• The best practices• Tips & tricks
May 2013 | 2(c) 2013 Anshi Bhadoria
What is a collateral ?
• A ‘Collateral’ is an artifact created for showcasing the credibility or certain information
– RFI/ RFP response– Proposals– Case studies– Capability decks– Brochures– Mailers– Research reports– Info packs– Others
Research
teams
Field salesAcc
ount
managem
ent
Pre-sales
Other
business
functions
May 2013 | 3(c) 2013 Anshi Bhadoria
Key facets of sales collaterals
May 2013 | 4(c) 2013 Anshi Bhadoria
Approach – The 3 Ps
Perceive the mind
Present to the mind
Play with the mind
• What is the true objective of the collateral?
• Who is the audience?• What message is to be
passed on?
• What content is required?
• What/ who are the sources to gather the content?
• What would be the review panel/ review cycle?
• Best approach to bring the message upfront?
• How much time is allotted?
• Which tool to be used?
May 2013 | 5(c) 2013 Anshi Bhadoria
Execution – Perceive the mind
May 2013 | 6
• Internal teams, leadership teams, customer decision makers, customer gatekeepers, etc.?
• Individual’s approachHow? Ask the right people, research on Internet (LinkedIn, websites, etc.)
• Time filler• Confidence building• Identifying/ qualifying opportunity• Proposal, otherHow? Just ask the project leader, manager, other stakeholders!
• What customer wants to see• What you want to show case• And, what you’re actually projectingHow? Brainstorm/ discuss with the key stakeholders
(c) 2013 Anshi Bhadoria
Execution – Present to the mind
May 2013 | 7
Start
Mind mapping
Structure
Validate
Sources
Review
Start on paper
With the 3600 view (create questionnaire for unknowns)
Create an order. Identify dependencies (the story approach)
Question each pointer for relevance and purpose. Identify the critical ones. Keep others as placeholders (or remove)
Does it mirror previous collaterals? Identify the balance between reuse/ recreate/ new content required
Design a review panel and review cycle
(c) 2013 Anshi Bhadoria
Execution – Play with the mind (1/3)
75% of the work is already done! It’s all about making it tangible now..
May 2013 | 8
DO NOT LET THE MESSAGE BE DILUTED WHILE YOU SKETCH IT IN THE COLLATERAL
Parameters:1. Manage time2. Identify tools3. Develop content4. Format collateral
(c) 2013 Anshi Bhadoria
Execution – Play with the mind (2/3)
May 2013 | 9
• Simplify (use short, direct, and same tense sentences)
• Lose the clichés • Information needs
emphasis• Designate elements • Empathy for the
audience (personalize)*
3. Develop content
• Document• Presentation• Brochure• HTML page• Info graphic, others
(adapt to latest modes quickly and judiciously)
• Plan your deliverables in conjunction with the review plan
• Always keep a cushion
1. Manage time
2. Identify tools
*Reference: http://lifehacker.com/5810271/how-to-create-presentations-that-dont-suck?comment=39949573#comments
(c) 2013 Anshi Bhadoria
Execution – Play with the mind (3/3)
May 2013 | 10
4. Format collateral– Proper nouns– Branding guidelines– Templates– Colors– Bullets and indentation– Font type and size – Line spacing – Animations – Graphics – Margins– Footers and page numbers – Confidentiality disclaimer– References (IP conflicts)– Date and owner
Its all about
BEING meticulous
and practicing!
(c) 2013 Anshi Bhadoria
The best practices
May 2013 | 11
1. Be aware of the purpose
2. Structure and validate the content
3. Choose the right tool
4. Use simple language
5. Be neat and error free
6. Follow templates/ guidelines
7. Be innovative
8. Mention source references
9. Design and adhere to the governance structure
10. Empathize with the customer!
(c) 2013 Anshi Bhadoria
Tips & tricks
May 2013 | 12
• Maintain a library of editable graphics• Apply neuro-marketing concepts• Do not overdo• Give a break and review again as an external viewer;
Peer review• Push yourself to think ‘new’ every time• Everyone has their own unique way of working (style) –
do not shy away from bringing up your out of the box ideas
• Stay open to change – adaptability is the key!• Keep on adding new skills – (intra skill set like color
combo, graphics designing, punch lines, crisp sentences, formatting, getting grasp of the core/ purpose, etc.)
• Just practice!(c) 2013 Anshi Bhadoria
Thank you!
References:
The mnemonic (SLIDE): http://lifehacker.com/5810271/how-to-create-presentations-that-dont-suck?comment=39949573#comments
(c) 2013 Anshi Bhadoria