Polished written materials not only help to reinforce a speaker’s key messages, they also create a positive, lasting impression. Sales people, in particular, find collateral materials can be powerful tools in negotiating deals and motivating prospects to take action. How can customized written materials help you stand out in today’s competitive business environment? Here are some quick tips you can use to get noticed, call attention to your most important messages, and secure the results you want:

1. Be creative. If you know your competitors will be using standard presentation software to generate their written materials, consider taking a different tact. Use desktop publishing software to create a customized brochure, with digital images of your product or clip art to illustrate important points.
2. Package your information in a memorable way. If you are presenting to a small group, put your written materials on high-quality paper stock, and package the information in a color-coordinated binder, folder or case. Office supply stores and catalogs offer presentation covers in multiple colors, textures and designs. Some are available in clear plastic; others in a high-quality paper or cardboard. A few resemble small brief cases with handles! The materials may cost you a few dollars more, but their perceived value will be higher to your audience. Generally speaking, people seem less likely to throw away materials that appear expensive.
3. Keep your written materials simple. Chances are your audience won’t be willing to read a long treatise, even if it is well-written. Be sure your written materials contain the major points you will address in your oral presentation, with a short amount of additional information. Bullet points will help the reader skim the most important facts and become familiar with your information quickly.
4. Include your contact information in two ways. Simply attaching a business card to your written presentation isn’t enough. Business cards can become lost or separated from your written materials, so be sure to incorporate your contact information elsewhere, such as on the cover of the presentation. -- more --
5. Proofread, proofread, proofread. Nothing creates a negative impression faster than written materials that contain grammar, spelling or punctuation errors. Before you create your final copy, check to make sure your layout and typography are free of mistakes, your writing style is consistent throughout the document, and your spelling, grammar and punctuation are perfect. It never hurts to have a friend or colleague read your materials to catch errors you may have missed.

Next time you’re asked to make a presentation, remember – the impression you create shouldn’t begin and end with your speech. Creative written materials add the power and punch you need to set you apart from competitors in a positive, memorable way.