Wednesday, May 27, 2015 | 10:00 AM - 11:30 AM
Translation—How to Convert Product and Marketing Text into Effective Proposal
Founder, Hyde Park Partners
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.
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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