Learn How to Create an Effective Marketing Kit
Every small business needs a marketing kit. If done properly, such a kit communicates how that business is different from and better than all the others. Ideally, the business's materials back up its claims with testimonials from satisfied customers.
The marketing kit should not be confused with a trifold brochure. Many business owners have been sold on the notion that they need one of these. In fact, everybody's got one, and nobody uses it. Your potential clients need to know how you are different. The typical trifold brochure just confirms that you are the same as all the others.
Key Components of the Kit
The best marketing kit contains the following pieces of information, formatted so that it can be printed inexpensively and updated often. These key pieces are the framework for as many as 10 or 12 additional documents. The core components are:
- A pocket folder. A multiuse workhorse, this piece alone can send the message that you are in business to stay.
- A marketing kit template page. This professionally printed piece carries your logo and contact information. It's the base piece for the pages described below that insert into the pocket folder.
The Inside Pages
Create some combination of the following pages for your marketing kit. By designing the pages in word processing software and laser printing them, you have the flexibility to update your content as needed and tailor your kit's content to specific prospects.
- The difference page. Explain how you are different from the competition and tell your prospects the benefits of doing business with you. Ideally, keep it to the top three or four qualities that make you unique and that your target market will value.
- Deeper differences. This page explains in greater detail why and how each of those differences is important.
- A list of services and products. Tell prospects in plain English what you do or what you offer.
- Deeper product and service descriptions. Go into greater detail on each of your product or service offerings.
- Case studies. Pick representative clients or industries and describe how your product or service solved a customer's challenge. These miniature case studies allow potential customers to see how you might help them. Keep it simple—stating the situation, the problem, your solution, and the result. Over time, you'll collect more of these and you can draw upon the ones that fit an industry or problem that is relevant to your prospect.
- Testimonials. Get quotes from real clients and create a page titled "What Others Say About Us." These quotes are some of the strongest selling tools you have. New technologies make it easy to create audio and video testimonials, too.
- Client list. Showing who else you do business with can present a compelling case, even for those businesses' competitors.
- Process description. Show them how you do what you do. Create a detailed checklist and flowcharts that demonstrate how you keep your promises. In many cases, you have such diagrams anyway, but by making them part of your marketing, you can demonstrate the professionalism of your organization. They also justify the cost of your services.
- Your story. Many companies have interesting or even gut-wrenching histories. Tell them your story in an open, honest, and entertaining way, and you could win their hearts as well as their heads.