Good writing matters - official

White papers, brochures, data sheets and case studies do influence potential technology purchasers even before the sales cycle begins, but for maximum impact those pieces of collateral have to be well written.

So says research carried out by marketing communications agency Eccolo Media Ltd amongst 500 technology purchasers and buying influencers.

White papers rule as the most influential piece of collateral consumed, and 89% of respondents in the survey said they share white papers with colleagues. Brochures and sales sheets have less influence, but are most read, and have a key role in giving credibility to the brand. Case studies, podcasts and videos are similarly influential in encouraging potential purchasers to consider a supplier and their products.

Whatever they are reading - onscreen or in print - purchasers say that good writing makes a difference. Poor writing decreased the influence of a white paper, while high-quality writing was considered to be of at least moderate importance by a highly significant 86% of those questioned. Interestingly, over half said that high-quality writing was very or even extremely influential.

You can download a pdf of the research report at www.eccolo.com.