So, what have you learned so far about the keys to making your business successful? We have discussed choosing a product or service, on your own or in conjunction with affiliate programs. By now you are familiar with surfing the net to find these programs. You have set up your websites or blog sites and have chosen your links, banners, and marketing strategies. You have submitted it all to various search engines,traffic swap sites, and any other sites you found to help promote. You have searched out keywords to help you get top ratings on those sites, and you may have dabbled in adwords or other like programs to help increase your daily revenue opportunities options. Next you will want to create a marketing kit. This is a valuable tool you can use whenever you want to promote your business both online and offline.
When you find something is not working for you, open up your browser, type in some words and see what you can find to give your business a whole new lift. But then that is they key, it is a daily working progress like any other job you have had before. You need to actively do something every day.Tweaking and testing new ideas are all part of the building process.
Networking, marketing, newsletters, blog posts, research, shopping, etc. I don’t know about how you feel, but for me, knowing it is all for my benefit and no one else’s, I am more than keen on keeping up with my many duties, no matter how discouraged I can feel some days when the money is tight.
Read the following article and make sure that you are unique and have what it takes to promote your business with the right marketing kit that draws your target market in.
Time To Move Up From the Worn Out Sales Brochure
Copyright 2005 John Jantsch
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
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
+ 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
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 visitinghttp://www.DuctTapeMarketing.com
It is not hard to come up with a good marketing kit of essential goodies you use for promotion. With a little bit of time and effort, you can whip up some pretty creative promotions that will give your customers or clients the information they need and bring them to your door for more.