How to Create Your Own Small Business Press Kit?
Press kits aren't just for the press. They're a great marketing tool to let everyone know all about you and your small business. But what's in a press kit?
We’re going to discuss what you should put inside your information package. Anything that promotes your company can go inside it. Some of the more common things include:
So, let's talk a bit about each. And let's start with the big one, your small business brochure. Your small business brochure can stand alone. If you decide not to have a complete small business information package, at the very least, create a tri-fold brochure, so you have detailed printed information to give clients.
If your prospective client reads only one thing in your whole information package, it will likely be your brochure. Why? Because it captures the reader's attention better than any other item in your information package. Most of your other items will be letters, articles, or reviews. They'll look good, and they'll all match because they're on your letterhead, but they won't jump out at your readers as your full-color tri-fold brochure will.
So, you want to make sure it's the first thing people see when they open the front cover of your information package. If you can capture their interest with your brochure, they're more likely to read the rest.
The first page of your small business brochure should have your business name and logo and possibly a photo or some graphics. Make it colorful. Make it interesting. Add a slogan or motto on the front that will make people curious about what's inside. You don't want them to look at the front cover and put it aside!
Inside, try to introduce yourself and review your product or service. If you can, keep the introduction and review to the length of the first inside page or so. Adding a few graphics or photos throughout the brochure, together with informative text, helps keep your reader interested. And, make good use of your headings, remembering that most readers will scan from left to right, stopping at graphics and headers, and sometimes reading the last paragraph.?
This part is essential and possibly the biggest mistake smallest businesses make with their brochure; at least some of the other two inside pages could be better used to show prospective buyers how your product or service can benefit them rather than describe your product or service features.
I cannot stress this enough. Too often, small business brochures are used to talk about you, your company, or your product/service. Most of your readers won't care who you are, what you do, or how you do it. They care about how you can benefit them and save them time or resources, how you can make their lives just a little bit easier.
Often, the last outside page of your brochure summarizes the inside pages or lists products or services in point form. You could even add a price list if you have one.
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The following items in your small business information package are all written on your letterhead, and the sky's the limit for what you can use.
You could put the letter of introduction just behind your brochure, or you could include it outside the information package cover if you're mailing it. Usually, this is just a short, one-page letter introducing yourself and your company and thanking the recipient for taking the time to look at your information package.
Your product or service review could be long or short, depending on what you're offering. This is not the place to stress benefits, but list and describe your services or products. You can effectively combine a product or service review with your price list.
Include any press releases about your company and articles written by you or about your company. If you don't have any, don't worry. You can write some specifically for your information kit. Include announcements of your grand opening, for example, a new line of products or your new location. Or write an article about one of your products or services.
White papers are becoming increasingly popular. Are you an expert in a particular area? You might want to write a white essay to include with your information package if you are. A white paper discusses specific business issues, products, technology, or other such topics. It usually summarizes information about the subject and then suggests a proposal for action, referencing research data to justify the reasons for the move. It explains your topic in terms most people can understand to educate consumers and market your product or service. White papers help establish the writer as an authority.
The biography of your key officers is a resume. Include short one-page biographies of critical officers to highlight areas of expertise and level of experience in your industry.
Fliers, coupons, and direct mail pieces can also be included in your small business information package. Fliers and coupons emphasize current specials or discounts, and here are a few tips. When you're thinking about specials or discounts, try to create a sense of urgency with them by making their time- or quantity-limited. And, consider the 10/10 rule, which theorizes that people are most likely to buy when they see discounts of 10% or $10. Or, better yet, offer something extra free.
Recent direct mail sales letters can also be included. There's too much to say about them to give justice in this short article, but some things to remember are: to stress benefits, create a sense of urgency, the 10/10 rule, and a bolded P.S. including a call to action.
Keep direct mail sales letters relevant and straightforward. Be enthusiastic, know your product, use your imagination and understand your target audience. Establish trust and credibility. Include testimonials. Give free nuggets of information. And, just like in your brochure, write your direct mail sales letter for how people will read it, scanning left to right, and stopping at graphics and headlines, and the P.S.
Now that you've gotten all your information package items written and printed, it's time to put them all together. You can buy covers in your company colors and have your logo and business name printed on them. Put your business card in the front slot and your information in the inside pockets, making sure your brochure is the first item they'll see. Then send it out, and sit back and wait for responses you're sure to get!