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PROFESSIONAL DEVELOPMENT | Introductory Level

Wednesday, May 27, 2015 | 10:00 AM - 11:30 AM
Willow AB


Effective Translation—How to Convert Product and Marketing Text into Effective Proposal Text

Tom Sant
Founder, Hyde Park Partners


Often we rely on existing content, produced either for marketing purposes or by subject matter experts, as the basis for our proposal text. Almost without fail that existing language needs to be "translated" into something that works in the proposal.  In this session we look at some of the reasons marketing and product text doesn't work and how to fix it—lack of customer focus, overuse of jargon and acronyms, lack of persuasiveness, and unnecessary complexity.  As a group we will discuss real-world examples, including ad copy, press releases, Web site text, and product descriptions.  We will define why they don’t work and will collaborate as a group on rewriting them.



A former college professor, stand-up comic, and founder of two successful firms,
Dr. Tom Sant
was named the world's foremost authority on winning sales proposals by the American Management Association and one of the top ten sales trainers in the world by Selling Power Magazine. He is the author of the best-selling Persuasive Business Proposals, which was named as one of the ten most important books in sales by Geoffrey James of Inc. magazine.  He is also the author of the highly acclaimed The Giants of Sales and The Language of Success.  As a consultant, Tom has written over $30 billion in winning proposals for clients in every industry sector.  In addition, he invented the world's first proposal automation tools, ProposalMaster, RFPMaster and PresentationBuilder, which now form the core of Qvidian’s QPA suite. Tom was named one of the first-ever Fellows of the APMP in 2001.              .


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Tom Sant
Tom Sant


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