Graphic artists and printers can stop reading now, this post is not for you.

Most sales literature sucks.

Ask any good sales person and they understand that the sales rep who spouts off features to prospects seldom wins the business. It’s called feature dumping and most sales managers recognize it immediately, and move to correct it.

It’s like walking up to the prettiest girl at a party, and without asking her one question, start in by telling her, “I went to Harvard, drive a nice car, got 1250 on my SAT, work for a great boss downtown in the tallest building in town, always wear Hugo Boss suits, Allen Edmonds shoes, vacation in the Caribbean, love sushi, football, sitcoms, and documentaries on the history channel.”

How would that kind of feature dumping work for you? You’d be going home alone.

Yet most of our sales literature does the same thing. Save your money.