Sales literature

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The purpose of sales literature is to convince people to buy the product. The primary audience is therefore the potential customer (or existing customer, if the literature is for a product upgrade). Sales literature may be given or sent directly to the customer, or may be placed in retail stores, the vendor's offices, or any other area the potential customer may see it.

Sales literature should focus on the benefits of the product. This is usually written in a narrative form, typically providing a brief summary of each of the main selling points. This may include a comparison with other, similar products. Whatever claims are made about the product, they must be demonstrably true. Consider the legal implications.

Sales literature often includes a specification of the sizes, capacities, tolerances, and so on of the product. The purpose of this is to let the prospective customer determine whether or not the product will meet their needs. It is a good idea to provide the technical specification in a separate area of the sales literature (for example in a bordered or shaded area). Customers will read the narrative to get a general idea of the product, and then will refer on to the technical specifications, if necessary.

It is important to remember that the quality of the sales literature will be seen as an indication of the quality of the product itself. Sales literature is therefore normally printed in full-color, including photographs of the product (or screen shots, for a software product), and printed on glossy paper.

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