Who doesn’t, right?

One of the first things that most small business folks (especially startups) like to do is to create a tri-fold brochure about themselves, their products and their information.  It is the most widely used form of initial marketing – and for most of you, it’s going to be the least effective, biggest time waster and even if it doesn’t cost you that much to print it, if they go in the trash can anyway, then it’s like throwing money away.

Two reasons:

  1. It’s the SAME OL’ THING!  Everyone does a tri-fold.  Be different.  Do something else.  Innovate.
  2. It’s usually ALL ABOUT YOU!  That’s not what your prospects are looking for.  They are FIRST and FOREMOST exploring about how what you do can benefit THEM.  If they believe you can possibly be the solution, they’ll come looking for more information.  Convince them that you are a relevant choice to consider and you’re half-way there!

John Jantsch, creator of Duct Tape Marketing, wrote an article a few years ago that gives a good overview of developing a solid marketing kit.  If you’re business is not suited for distributing these kits (that you pass out to prospective customers or leave behind at each lead generation event), then at least consider the CONTENT of your marketing kit – and put it online!

In terms of ONLINE marketing kits, they can take the form of 2 things.

  1. Create a PDF document that your prospect can review online and print if they desire (you’re not out any hefty printing costs!)
  2. Sprinkle the essentials throughout your website by having specific pages dedicated to your marketing STORY, DIFFERENTIATORS, CASE STUDIES, TESTIMONIALS, etc…(see John’s article for some of the key elements)

Either way you go about it, do it right!  Don’t skimp on this.  If you don’t have a graphic designer on staff (or within your own veins), consider a professional.  If you are wanting to print some for distributing to your prospects, consider a company like Stock Layouts – they have great templates for uniquely designed marketing collateral.  Might be worth a look.

Before we say goodbye today – are you a FAN of the MARKETING TWINS yet?