The 33 Best Types of Marketing Collateral: The Massive Guide for Better Marketing Material

When to Use Press Mentions and a Clip File

When your business is just starting out, there won’t be any press mentions. But if your company has been around for a long time, don’t neglect the chance to use this information on your website.

How to Create a Press Mentions and a Clip File

Simply create a list of all past press mentions, link them properly, and add them to a dedicated page on your website. Done.

15. Press Releases

Press releases include news about the most important and newsworthy successes of your company. You should put them on your website, but you can also print them out and hand them directly to prospects.

Press ReleasePress Release

(Image Source: BizLabs[54])

When to Use a Press Release

You should write a press release when you have something interesting to tell. It’s not enough to proudly present a new feature about your product. Concentrate on the benefits for the reader and the impact of your news.

How to Create a Press Release

Unsure about how to write a press release? Don’t worry. To create a newsworthy press release, just use these tips by Forbes.[55]

16. Price List

This list includes the prices of all your products and services, and it can be easily sent to prospects. And of course, it can be both digitalized and printed.

Price ListPrice List

(Image Source:[56])

When to Use a Price List

If you have a lot of different products and services, you don’t need to publish a price list directly on your website, where it can be seen by all visitors (including your competitors). Instead, you can send the list out whenever somebody is interested.

How to Create a Price List

Of course, you can use sophisticated tools like Photoshop to design your price list. If you aren’t sending out 100 emails per day (including this list), keep it simple. Open a Google or Word doc, and create a table that includes your products/services and the related prices.[57]

17. Product Comparison Pages

Believe it or not: You’re not the only choice for your prospects. They’re always comparing products and services. Make sure that they can easily compare your product/service to your competitors by creating a product-comparison page.

The huge benefit: You decide the comparison criteria, so you can make sure you look superior to your competition.

Product ComparisonProduct Comparison

(Image Source: Intercom[58])

When to Use a Product Comparison Page

If you have strong competitors, you should use product-comparison pages to decently and honestly compare your products and services. Just remember to utilize this opportunity to concentrate on your strengths.

How to Create a Product-Comparison Page?

Choose the most important comparison criteria, gather information about your competitors, and compare your product/service with theirs on a dedicated website. If you need inspiration, you can use these product-comparison templates. [59]

18. Product Guide or Catalog

Are you selling products that have a functionality that needs to be explained in detail? To describe all the facets of your products, use product guides and catalogs, which can be downloaded on your website. That way, you can easily nurture your prospects while providing them with the information they want.

Product Catalog

Product Catalog
(Image Source: Littlefuse[60])

When to Use a Product Guide/Catalog

You should create a product guide/catalog if you’re selling multiple products. That way, your customers get a comprehensive overview of all listed products.

How to Create a Product Guide/Catalog

Making a product catalog is hard work, but it often pays off. In the beginning, start gathering the information you want to include in your catalog. Afterwards, decide on a format, and start designing it by using tools like Catalog Machine.[61][62]

💻 Reviewing product catalogs can take a lot of time and back and forth. Speed up the approval process[63] dramatically by using a feedback tool such as Filestage[64].

19. Testimonials and Reviews

Hopefully, some of your customers really love your product or service. You should try to get testimonials from them.

Nowadays, prospects don’t usually want to hear what you have to say about your product. Instead, they want to hear what other customers say about it[65]. So you’ll have to proactively ask for testimonials.

But there is another source of opinions about your products: online reviews. You can use positive reviews from Google or Yelp on your website.


(Image Source: mHelpdesk[66])

When to Use a Testimonials and Reviews

You can put testimonials and reviews directly on your website, or you can combine them with other marketing collateral, such as flyers or landing pages. Remember, trustworthy testimonials and reviews always look good, and they’re good ways to convince prospects of your expertise.

How to Create a Testimonials and Reviews?

Directly reach out to your happiest customers, and ask them for testimonials. You can also use incentives to motivate them. In addition, you can use reviews from Google or Facebook, and add them to your website. Interestingly, they don’t always have to be positive. Examples like this unual review[69] also showed that even negative reviews can create buzz. [67][68]

The most important marketing collateral today is social proof, specifically in the form of online reviews. Online reviews are one of the most effective forms of social proof because consumers check online reviews when researching a business. Consumers want to know what the experience at a business is like for other customers. So if a customer writes, the service here is terrible, in a review, then that is going to affect this consumer who is researching the business on whether or not to visit the particular restaurant. 

The evidence that online reviews are a powerful form of social proof comes from our 2018 Online Reviews Survey. According to the survey, 63.6 percent of consumers say they are likely to read online reviews on Google before a visiting a business. That’s more than any other review site. In addition, negative reviews actually drive consumers away — 94 percent of consumers say an online review has convinced them to avoid a business. 

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