Our sales team was agitated by a competitor undercutting us on price and providing substandard work, so this piece was commissioned to combat misinformation and position A-LIGN as a quality compliance firm that outperforms its competitors. Originally requested to be more cutting and combative, I decided to take a higher road and not call out the specific competitor’s name or get caught slinging mud. Working with the sales team, I determined what specific pain points needed to be addressed and fashioned a checklist of qualities to look for in a compliance firm and accessor – qualities that A-LIGN possesses. While we used this as a promotional piece for A-LIGN, it also served as an educational piece – the reader can take this information to decide on a compliance firm, even if it’s not A-LIGN.
Of note is the interactive checklist element on the final page, which was used as springboard for more interactive content going forward.
This piece proved to be a huge hit with the sales team and has been leveraged in early client conversations and at trade shows.