Best Practice eBooks
Writing buyer’s guides
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About this document

Buyers in the research stage present the perfect opportunity for brands to attract new customers. A well-crafted buyers’ guide (or ‘consumer guide’) can be the difference between making the shortlist and being relegated to the ranks of the ‘also rans’. Here are seven tips to help you create a buyers’ guide that sells.

Overview
Buyers in the research stage present the perfect opportunity for brands to attract new customers. A well-crafted buyers’ guide (or ‘consumer guide’) can be the difference between making the shortlist and being relegated to the ranks of the ‘also-rans’. Here are seven tips to help you create a buyers’ guide that sells.

Document Contents:

  • Know what your buyers are searching for
  • Present balanced information
  • Differentiate between products
  • Describe benefits, not just features
  • Provide answers to facts
  • Move from general to specific
  • Present comparative information in table format