How To Create Effective Marketing Collateral
by Kim Lavine
I had to write ad copy. I had to flesh out my marketing message on my product tags if I had any hope of communicating with consumers from store shelves across the country.
Shelf-Talking
Though I was yet to learn the term for it—shelf-talking—I had to make my product speak for itself from the shelf to the consumer, competing in an already crowded space filled with hundreds of other products, all attempting to capture the precious two seconds of attention a passing shopper would typically spare. Most retailers can’t afford to hire expensive sales personnel to explain your product, so it’s critical that your product or service effectively explains itself.
What is Marketing Collateral?
MARKETING COLLATERAL is any material used to market a product or service, usually includes an advertiser's name, sales message, trademark or slogan.
Different AD COPY is produced for different purposes, but all should be part of your BRAND STORY.
- Product Tags
- Product Brochures
- Catalogs
- Websites (sometimes called content.)
- Sell Sheets: the indispensable document you need to make sales into big retail chains.
- Product shots: these are stock photographs of your product produced professionally for the purpose of placing in ads or for publicity.
An excerpt from the critically-acclaimed bestselling book Mommy Millionaire. CLICK HERE to read more or buy the newly-updated Platinum Edition.
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