There is a key to producing successful marketing collateral. Understanding.

Collateral only works when you understand what you are communicating. And why.

Are you trying to evangelise? Or are you proving that your technical theories actually work in practice?

Understand that corporate overview brochures and market positioning documents exist to 'evangelise' your marketing messages. At this level, nothing can be taken for granted – least of all the attention span of your audience. So you need to compete for their attention using every copy and design trick in the book.

Understand that successful evangelical material produces a captive audience. They will want to read the supporting material lower down the collateral hierarchy. And understand that they will be disappointed if what they read does not reinforce the top level messages that got them interested in the first place.

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