Build consumer trust and grow ventures with the right sales literature.
Oskar Louis helps growth companies use sales literature the right way—to establish trust with consumers, scale sales processes, and build genuine long-term brand value.
Executive Summary
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 tech 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 ideas and suggestions strongly 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’re selling 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 even is. You’ve pieced together a puzzle board of marketing assets, but the picture is still blurry. Are pieces missing, or are some of the pieces wrong? Should you invest in more ads? Is the website in need of an overhaul? Identifying the problem is half of the battle.
You doubt your offer. You’ve spent years refining your product or service, and you’ve poured world-class domain expertise into your offer. That’s why it is extra surprising to see such lack of enthusiasm for your marketing efforts. It makes you wonder if you got it all wrong. Is this a product problem in disguise?
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 simply 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 marketing 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 using AI chatbots for marketing, and I could write for ages about how it kills creativity and innovation while quietly destroying how confident teams and customers are in your business—but I’ll save that for our conversations. For now it’s enough to say that the biggest problem with 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.
Second, and perhaps more importantly, is that even if it did work for you, it would be 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? Your content and sales literature is supposed 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. You 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.
It’s expensive. It’s time-consuming. But 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.
What’s the strategy then?
3.
Third, you might doubt your product and start investing in new features. This is especially common for companies selling complex products and services, which are often run by the talented, technical experts who built them. “Of course,” they think, “if we just make the right feature, everyone will buy our product.”
Unfortunately (or fortunately for you), 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 still left trying to figure out how to explain it all, or who to explain it to. And it’s even harder than before.
You’re back to square one. Or even further back… To square zero.
So what's the alternative?
What’s missing is “deep” content, or sales literature, that stands out and builds genuine trust with consumers. Deep content is based on real-world stakeholder interviews, a contextual understanding of your existing business and marketing activities, as well as personal intuitions and strategic thinking.
I work with companies and investors who are ready to grow their business while building long-term trust with consumers. I do this by helping teams assess whether they are using sales literature in the right way currently, and then creating a new tailored strategy that supports 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 develop the right sales literature for your business.
I use a proven methodology that I’ve developed 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. You also get structures and principles to:
Position your product in your product landscape
Select core and supporting topic themes for future communications
Communicate your new strategy internally
And every single collaboration is tailored to your exact business.
Your strategy and writing is 100% bespoke, as it should be.
I reject templates and “lofty" promises because every business is different. That’s not an empty platitude, it’s a real difference in practice. Any solution that boils down to you filling in strategy templates like homework completely misses the mark. You are left feeling unsure about what to do next, and so you move onto the next template hoping for answers you won't find. I reject AI "strategy" tools for similar reasons. At best, you’re given the same templates as before. At worst, you get senseless drivel and half-baked ideas that create even more confusion for you and your team.
The goal with my service is to work together one-on-one, and create a custom strategy your business truly understands. It’s done by listening carefully to every major stakeholder and adapting your strategy to their exact words. So, unlike formulaic templates and AI marketing tools, you’re left with a creative strategy you actually understand and can communicate clearly.
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. Don’t worry, I’m not just making you do all the work. I have developed 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 and stakeholder 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.
We dig into the details in the stakeholder interviews. These are deep discussions designed to unearth critical differences in understanding and talking about your product. All stakeholder interviews are recorded and analyzed afterwards, with key insights put aside for future use.
For internal stakeholders, this is an opportunity to voice specific business goals and concerns, and to express desired changes to existing sales literature. For external stakeholders, like current clients, past clients, and leads, it's a perfect chance to understand if misalignment is present. These 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 your 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.
Editorial Assessment
With research in hand, it’s time for conclusions. The Editorial Assessment is a deep-dive consultation 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.
Editing & Writing (Optional)
You can choose to act on your assessment independently, or with my help. If internal resources aren’t there or you prefer a quick turnaround, my services are available. I 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 for your company, 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.
For companies without a strong product-market fit
Typical symptoms of weak product-market fit are: high churn rates, high customer acquisition cost, and long sales cycles. This 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 philosophizing 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 like this.
Premium option: Validate product-market fit with senior experts
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. You may also prefer this option from the very start.
Finding product-market fit engages my network of preferred partners. We are equipped to validate your product idea and find a strong fit before exploring issues with your sales literature. This can be as straightforward as a dedicated sales advisory program with Vectorscape, or as hands-on as testing early-stage ideas with you. 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.