I got another one of those calls the other day. . ."Can you make
me a brochure?" Many business owners have been sold on the
notion that they need a tri-fold brochure or they are not in
business. Forget it...everybody's got one and no one uses it.
Your potential clients need an education. They need to know how
you are different. (The typical tri-fold brochure simply
confirms that you are the same.)
Every small business should create the following pieces of
information and format them in a way that allows them be printed
inexpensively and updated often. I like to call this approach,
the Marketing Kit. Your marketing kit starts with several
professionally printed pieces that are the framework for up to
10 or 12 different educational documents. The core components
are:
1. A pocket folder - A multi-use workhorse, this piece alone, if
designed well, can send the message that you are in business to
stay. (This one will cost a little but it has many uses)
2. A marketing kit template page - This should be a
professionally printed piece that carries your logo and contact
information but is different than your letterhead. This is the
base piece for the pages described below that insert into your
pocket folder. (Your actual marketing files can be MSWord type
documents that are laser printed. This gives you the ability to
change and update your content and also allows you to tailor
your marketing kit content to specific prospects.)
Some combination of the following pages should be created for
your marketing kit.
+ The Difference Page - Hit them with how you are different and
shower them with benefits of doing business with you. Don't tell
them what you do. I like to keep this one to the top 3 or 4
things that you do that your target market will value. Think
benefits that are unique
+ Deeper Differences - Now take each core difference and tell
the reader in greater detail why and how that difference is
important
+ A list of services/products - Okay, now tell them what you do
or what you offer.
+ Deeper Product/Service Descriptions - Go into detail on each
of your product or service offerings
+ Case Studies - Pick representative clients or industries and
outline how your product or service solved someone else's
challenge. People learn in different ways and case studies allow
them to see themselves getting relief. I think this format works
well. State the situation, the problem, your solution, the
result. Over time you can collect more and more of these and
draw upon the ones that fit an industry or problem that in
relevant to your prospect.
+ Testimonials - Get quotes from real live clients and create a
page titled - "See what others have to say about us." These
quotes can be some of the strongest selling tools you have. New
technologies make it easy to create audio and video testimonials
too.
+ Client List - In some cases, just simply listing who else you
do business with can present a compelling case.
+ Process Description - Show them how you do what you do. Create
detailed checklist and flow charts that show them how you keep
your promise. In many cases you have these anyway but by making
them part of your marketing you can demonstrate how much more
professional your organization is. These also help you justify
why you charge a premium for your services. Many people
underestimate how much really goes into delivering a quality
product or service. So show them.
+ Your Story - Many companies have interesting or even gut
wrenching histories. Tell them your story in an open, honest,
and entertaining way and you will win their hearts as well as
their heads.
All of the above pieces can, in many cases, be word processed
files that are laser printed onto the template I described
above. You can learn even more about how to use this unique tool
here
This format allow for very inexpensive printing and a great deal
of flexibility when you need to update, change or even
personalize your magnificent marketing materials.
Want to quickly create your own magnificent marketing kit?
Join me as I coach other small business owners through the
process of creating marketing materials that educate and sell.
Once a week for 3, 1-hour sessions I will meet, via
teleconference, to create and critique your written marketing
kit content based on the above article. Each participant will
also receive workbooks, audio recording of each call and
real-life example marketing kits produced by me for my clients.
Find out more by visiting the
http://www.ducttapemarketing.com/Ultimate-Marketing-System.htm
About the author:
John Jantsch is a marketing coach and creator of the Duct Tape
Marketing System. You can get more information about the Duct
Tape System and download your free copy of How To Create the
Ultimate Small Business Marketing System in 7 Simple Steps by
visiting http://www.DuctTapeMarketing.com
Written by: John Jantsch
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