Helping Sales Teams Tell a Clearer Story
When a company has a great product, the challenge isn’t always creating more information.
Sometimes, the challenge is making the information they already have easier to understand, easier to find, and easier to use. I’m currently working with a company trying to do just that with a collection of internal materials and product sell sheets.
While each piece serves a different purpose, they’re all part of a larger communication system. The goal isn’t simply to make individual documents look better. It’s to help create materials that communicate clearly and work together.
This is something I see often with companies that manufacture or sell technical products. Over time, information can become spread across sell sheets, presentations, internal documents, websites, and other marketing materials. Each piece may work individually, but together they don’t always tell a consistent story.
Good Sales Materials Do More Than Look Professional
Effective sales enablement materials should help people quickly answer a few important questions:
What is the product?
What problem does it solve?
Why is it different?
Why does it matter to the customer?
That sounds simple, but technical products often come with a lot of specifications, features, and supporting information competing for attention.
Thoughtful information hierarchy, visuals, and design can help make those conversations easier.
And when sell sheets and internal resources are developed as part of a larger system, they can also help create more consistency throughout the sales process.
That’s the approach I’m taking with this current project: looking beyond the individual pieces and thinking about how they can work together.
Because good sales materials shouldn’t just look polished.
They should make it easier for people to understand, communicate, and sell the value of what you do.
From the Studio: Exploring Lettering
Outside of client work, I’ve recently joined a lettering community and have been spending some time experimenting with hand lettering and illustration. Spoiler alert, I’m a Star Wars fan…and I have to say this quote has always stuck with me, in life and in business. You have to be persistent, even when you “fail.” Dare to do something new, you never know where it will take you.
It’s quite different from the structured reports, brand systems, and technical communications I work on most days—and that’s part of what makes it fun.
This particular piece started as an exercise in lettering, but now I’m curious to see where it could go next with a little refinement. Maybe a t-shirt or sticker?
Sometimes it’s refreshing to create without a detailed brief or a specific business objective. It’s an opportunity to experiment, learn something new, and simply follow an idea.
I’m still exploring this creative side project, but I have a feeling it won’t be the last.
What I’m reading lately
Article from Packaging World | October 2026
I just received my print issue of Packaging World the other day and this cover caught my attention. Notice the difference between the AI generated version on the left, the hybrid in the middle, and the human-designed version on the right. According to the results from the survey done in this article, it was interesting to find out that the feedback from consumers was that they are not willing to pay as much for products featuring 100% AI-generated graphics compared to the hybrid or human designs. However, the hybrid versions got the highest marks from respondents.
Just goes to show that AI can be a helpful tool, but it still needs a human touch. It’s useful for generating ideas and may get you to a finished product more quickly, but can it replace a human? I’m obviously biased, but I prefer the human-created design. I am seeing more and more AI generated images out there and it still gives me <cringe> vibes. This article shows that most people out there can tell the difference, that something is somehow “off.” I’d be curious to hear what you think!
If you want to read the full article, click here to see the digital version online.
Looking for human-created designs?
AI can open up possibilities in design, but there’s something special about working with a human who listens, understands your vision, and brings their own creative perspective to the process. If you have a project in mind, or an idea you’re not quite sure how to bring to life – I’d love to help. Just hit reply, and let’s chat about what we can create together.