Literature, show graphics, company identification

Industrial Salesmanship in Print

If you interviewed two salespeople, both wearing great suits, you would likely hire the one with industrial sales experience, not the one with general consumer experience. Yet, many industrial manufacturers entrust all-purpose ad agencies, graphics houses and designers to create their ads, brochures, show graphics and other printwork — based on how it looks, not on how it sells.

To sell the most, your printwork should start with a promotional copywriter who could actually sell your industrial product face-to-face with specifiers. Considering your product's strengths and weaknesses against those of your competitors' and against the

A sound copy approach should dictate strict parameters to graphics people including: the photos, cutaways, illustrations, graphs and length of text needed to persuade technical prospects to specify your product over your competition's.

Only then can a skilled artist specializing in industrial graphics combine the requisite images and text into a convincing sales piece — in a way that all-purpose artists who also design printwork for fashion, home appliances, or children's toys, could not possibly do.

So while our graphics may be impressive, more impressive is how
our print work pays for itself many times over — by appealing to
the intellect of your technical specifiers.