Had a chat with a sales director yesterday that totally shifted my view on content

She told me our whitepapers are basically just brochures with longer words. Said her team never reads past page 2 because they're hunting for one specific stat to win a deal. Has anyone else had this disconnect between what marketing creates and what sales actually uses?

2 comments

2 Comments

davis.linda1d ago

Longer words don't automatically make something useful for sales.

elizabethwhite1d ago

Used to think loading copy with big vocabulary made me sound more credible. Saw a test where simple words actually outperformed the fancy version on conversions. Changed how I write everything now.