Sales Literature Studio
Build trust and grow ventures with the right sales literature.
Oskar Louis helps B2B tech companies strengthen their value proposition and build trust with buyers by redesigning their sales literature and marketing collateral.
Selected Clients
Sony
Metso
Vectorscape
& others
You understand your product. Your market doesn't.
If you want to get a clear messaging strategy for your product…
Develop sales literature that builds trust before the first call…
Or create a roadmap for maximizing your existing collateral…
Let's talk.
Kind words from customers
"Oskar approaches each text with the seriousness of a Swede and the breezy 'can-do' attitude of an American. And it’s a winning combination! The result is insightful communication with a light touch that makes even the most technical white papers and market reports enjoyable to read.”
– Joanna, Owner of communications agency
"I have worked with Oskar for more than 3 years. Oskar translated our complex B2B healthtech solution into simple-to-understand words for our target audience. The complete service—including the messaging strategy, website update, case story development, and digital advertising copy—led to extremely effective lead generation through our digital channels. His support also helped me develop my health tech thought leadership ideas for my LinkedIn profile, aiding in sales conversations with our prospects."
– Anders, mSafety at Sony Network Communication Europe
"If your marketing and sales efforts aren't attracting the right prospects, Oskar is the answer. He has a rare gift for helping businesses clearly define and communicate their value proposition. Oskar’s exceptional way with words, paired with his deep understanding of customer journeys and what truly resonates with people, ensures that the content he creates is not only spot on but also incredibly effective. Working with him will undoubtedly result in an output that will serve as a valuable asset for your marketing mix for years to come."
– Aurelie, Owner of digital marketing agency
If you sell a complex product or service, like my clients, you will recognize the feeling.
“We explained it so clearly. Why doesn’t the market get it?"
It's truly frustrating.
You're unsure where to start. It’s not entirely clear what the problem is. Do you need more content? Should you invest in ads? Is the website not good enough? Identifying the problem is half the battle.
You doubt your offer. While you have poured world-class domain expertise into your product, and spent years building it, buyers don't seem to get it yet. It makes you wonder if you got it all wrong. Is this a product problem in disguise? Are features missing?
You don’t know if you should try new things. It’s not that you don’t have a lack of marketing ideas. If anything, you might have too many. The problem is that you can’t decide if your energy is better spent revisiting existing content and copy for the thousandth time, or giving your next idea a try.
In this situation, you may be tempted by a few options.
1.
First, you may consider doubling down on content and running more expensive ads. More is always better, right? Of course not (and you know this), but desperate times lead to desperate measures. We’ve all been there. I’d like to suggest you rethink this strategy.
When companies set content quotas, it always devolves to quick and dirty tactics. Today, that tactic is AI. There are many issues with relying too heavily on AI chatbots for your marketing content, and I could write for ages about how it risks killing your creativity and innovation while also destroying how confident teams and customers are in your business—but I’ll save that for a one-on-one conversation.
For now it’s enough to say that the biggest problem with massively increasing content output with quick and dirty tactics like AI chatbots is that you won’t stand out, nor build trust. Our collective attention as a society is already flooded with uninspiring content.
Another problem with this approach is that even if it did work for you, it is massively inefficient. If your content engine churns out “content noise” 24/7, but only delivers a percentage or two in ROI, is it really worth it? The purpose of marketing content and sales literature is to grow your sales processes exponentially, not marginally.
There are more effective strategies, I promise.
2.
Second, you might think about hiring more sales staff. Some B2B tech companies have a functional model for selling face-to-face, so why not just keep investing in what works? The logic is tempting, and it’s not a terrible strategy under certain conditions, but it’s a dangerous trap.
The truth is that you will regret this strategy if your existing sales team doesn’t actually have a repeatable formula for success, or if your existing sales team is already the size of a small army.
This approach is expensive. It’s time-consuming. And perhaps the main risk is that it doesn’t scale. Your sales staff will eventually, no matter what, be the limiting factor for your growth. If you need a salesperson for every 10 new deals on average, and you’re trying to achieve 10,000 deals, you’ll need more competent salespeople than you’ll ever be able to hire. And what would be your strategy then?
3.
Third, you might doubt your product and start investing in new features. This is especially common for B2B companies selling complex products and services, which are often run by the talented, technical experts who built them.
“If we just add the right feature, everyone will buy our product,” they think. Unfortunately (or fortunately for readers of this page), that isn’t really the case. In fact, more features might actually make the problem worse, not better.
As the product team adds new feature upon new feature to the existing product, the sales and marketing teams are left more confused than ever, trying to figure out how to explain it all, or who to explain it to. You’re back to square one. Or even further back… To square zero.
Done right, your website, PDF guides, company brochures, and books solve problems for your target audience and build their trust, long before a face-to-face conversation.
Oskar Louis
So what's the alternative?
Sales literature gets to solving problems straight away, stands out from the noise, and builds trust with consumers. Sales literature does what content cheap content cannot: it is based on real-world insights from customers or experts on the ground; it doesn't just work, but it is adapted to fit your overarching business strategy like a glove; and it bakes in your unique, personal thoughts and opinions.
I work with companies and investors who want to grow their business through building long-term trust with consumers. I do this by helping marketing, sales, and product teams assess whether they are using sales literature in the right way currently, and then working with them to create new, tailored assets that support their goals for growth.
After working with leading tech brands like Sony and Metso, to emerging start-ups and boutique consulting firms, I’ve developed dependable systems to position products, identify missing elements in your communication, and write the right sales literature for your business strategy.
I’ve developed my methodology while writing promotional literature over 5+ years and a wide range of clients and industries. It has supported me in developing dozens and dozens of white papers, handbooks, blogs, and social media posts that have opened doors and generated sales, and in certain cases grown organic leads up to 400%.
When you work with me, you get an objective and strategic partner who streamlines your company’s communications. And every single collaboration is tailored to your exact business.
Your strategy and writing is 100% bespoke, as it should be.
I reject templates because every business is different. I say this because it makes a real difference in practice. Any service that boils down to copy/pasting what worked for one business to another will eventually fail. I want to avoid that. You want to avoid that, too.
The point of my service is to work together one-on-one, and create tailored strategies and custom sales literature that fits your exact business, speaks to your exact customers, and is adapted to your exact market conditions. That's done by listening carefully. So, unlike agencies that rely on formulaic templates and AI marketing tools, you’re left with a creative strategy you actually understand and can communicate clearly after the engagement is done.
How I work with you.
Introductory call to see if it is a fit
Let’s get to know each other. In an introductory call, I will ask you specific, targeted questions about your business, your overall goals, your existing sales literature, and your desires from collaboration. I have an approach to the introduction call that prepares us for the next step if we decide to proceed. If it’s a match, I will send over a collaboration proposal and a plan for the next stage.
Kick-off meeting and interviews
We will kick off the collaboration with a collaborative workshop. All major internal stakeholders are invited, including decision makers within sales, marketing, product, and management. By the end of the meeting, the purpose of the engagement is clear to everyone, and all stakeholders are prepared for their individual interviews.
The individual stakeholder interviews are for digging into the details. These are deep discussions designed to reveal critical differences in how you talk about your product. All stakeholder interviews are recorded and analyzed afterwards, with key insights put aside for future use.
Internal stakeholders get the chance to voice business goals and concerns, and can express desired changes to the company's sales literature.
External stakeholders (like current clients, past clients, and leads) will reveal if messaging misalignment is present. Conversations with external staekholders can be done either with or without representatives from your company, with respect to your preferences; the point is only that external stakeholder interviews are essential. A discrepancy in what your company is saying and what clients think you are saying is often at the heart of most communication problems.
The interviewing and research process may take several weeks, depending on schedules and availability. During that time, I am investigating your business and preparing for the Editorial Assessment, while sharing my status along the way.
Final assessment
Now it’s time for conclusions. I deliver a deep-dive presentation that comes with a corresponding business report. I will present an analysis of your existing messaging, sales literature, and content ecosystem, and assess how well it fits your overall business strategy. It includes deliverables such as:
Market research document analyzing competitive landscape, competitor messaging, and appeal of topic themes to target audience
Strategic positioning document with viable positioning alternatives and associated risks with each option
Line-by-line analysis of three core sales literature (website, main lead magnet, top-performing ads)
Actionable plan for editing existing sales literature and inspiration for future work
If requested, more analysis can be added and is priced accordingly, which can include SEO and Google Ads keyword analysis, assessment of strategic fit for non-core sales literature, and custom analyses.
Follow-up: editing & writing
You can choose to act on your assessment independently, or with my help. I often work with clients to edit existing texts, or write entirely new pieces of sales literature.
During these projects, I am continuously checking alignment with the strategic positioning we agreed on, and using insights gathered from internal and external stakeholder interviews. For entirely new pieces of sales literature, my services are contained to delivering production-ready copy and wireframes, not fully designed final products.
Results my clients have achieved:
Business consultant
Life-science business advisor gave a decade of commercial strategy a home
B2B healthtech
B2B healthtech scale-up simplified their messaging and generated traction
Logistics tech
Logistics tech company found its value proposition hiding in a customer's story
Commercial Real Estate
Real estate tech company flipped pipeline from 74% outbound to 73% inbound
For companies without a strong product-market fit
Other symptoms of weak product-market fit are: high churn rates, high customer acquisition cost, and long sales cycles. It means your team has not yet found a reliable and repeatable way to sell your product. If that’s the case, this is the root cause of your messaging problem. There is no point in pondering about the best approach for your sales literature when you're not sure how to sell it in the first place.
Don’t worry. I partner with other senior innovation consultants to offer a valuable add-on service for cases just like this. If I discover through stakeholder interviews symptoms of weak product-market fit, I will suggest another path: we need to first find a reliable and repeatable formula for selling your product.
Finding product-market fit engages my network of preferred partners that are equipped to validate your product idea and find a strong fit before exploring issues with your sales literature. My commercialization and business development partners can train your teams in early-stage sales efforts. My development partners can support in testing new product or feature ideas quickly, creating mock-ups for software UI or industrial designs, to put in front of potential customers and refine in early adopter testing.
If you want to validate product-market fit quickly, or put early-stage product ideas to the test, this option is for you. To learn more, just book your introductory call and indicate your interest in this option. I will be able to prepare a complete consulting proposal after our meeting.