Small Business Marketing: What to Include in a Marketing Kit
Electro Image LLC

There’s a lot of competition in the business world. Every business owner wants to be the super hero that solves the world’s problems. While business owners are working long hours to be that super hero, they often forget what it takes to let the world know they exist. That’s when they wish for, or look for, the super-power to help them get it done.

The good news: that super-power is your marketing kit. Packed with Oomph! Pow! and Kaboom!, your marketing kit will attract leads and prospects and demonstrate how you will solve the problems that plague them.

Disguised as a mild-mannered folder, a marketing kit includes several printed pieces that deliver a secret message to the lead or prospect:

  • A pocketed folder: keep your ‘secret’ documents in one place. These folders bring an extra punch to networking events, tradeshows or conventions when designed with your company logo, tagline and visually appealing colors.
  • A Marketing Kit Template page: This piece is the table of contents for your kit. It includes contact information and introduces the other pieces within your folder.
  • Header-BzCds740x350-144dpiThe Difference page: What does your company do that your target market values? Focus on the top 3 or 4 benefits or solutions and list them here.
  • Deeper Differences document: This is where you show your strength and power. Detail the features, advantages and benefits of your company and how you solve their problems.
  • List of Products/Services page: Here’s your super-power teaser: list your products or services.
  • Deeper Products/Services page: Wow your audience with a deeper explanation of your products and services. Let them know how you can save the ‘damsel in distress’ with what you offer.
  • Case Studies: Here’s a fun page, often from a satisfied customer’s point of view, on how your product or service solved the problem. Typically written in story form, a case study details how a particular situation or challenge was solved. Leads and prospects enjoy reading about ‘real life stories’ and are drawn to the successes, especially if it’s a common problem faced by your clients’ industry.
  • Testimonials: Another strong page that highlights satisfied customer’s appreciation for a job well done. Like case studies, testimonials demonstrate success and come from real life scenarios. Quotes from past clients are some of the strongest selling tools you have.
  • A Client List: This page demonstrates your reach and diversity by sharing some of the companies you have helped. Leads will look for familiarity and validation through your client list.
  • Process Description page: Show potential clients a ‘day-in-the-life’ of your business. Checklists and flow charts demonstrate how your organization keeps its promises by the care and dedication you deliver.
  • A Company History page: Share your company’s story in an open, honest and entertaining way. It’s a great way to connect with clients on an emotional level, while winning their hearts.

Owning, growing and running a business often requires super-human strengths and abilities. Even if you can’t leap tall buildings in a single bound, your marketing kit will save the day.

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