This is the cover page of your marketing kit. Work with a graphic designer to have a cover designed using your

logo, tagline, and pictures that represent your business.

As an example, here is the front cover of my marketing kit:

For the other pages of your marketing kit, use letterhead designed especially for this purpose, similar to the letterhead you see on the next page. Use a color from

your logo for main headings for different sections.

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Case Statement (First half of page 1)Start your marketing kit with a case statement—in other words, why someone would even need your particular type of business to begin with. This translates into good copy for the home page of a website, by the way, if you want to re-purpose this content.

What you’ll want in this section is:

5-10 pain points the typical customer of your business would have 5-10 things that your type of business typically does to relieve those pain points A few reasons why people would be better off working with a professional vs trying to

do it themselves

For example, an accountant might talk about how challenging it is to keep up with changes in tax laws every year, and how someone can actually save money by using a professional to do their taxes since the CPA will know what tax loopholes they can legally take advantage of.

Difference Summary (Second half of page 1)The difference summary is an explanation of why someone might choose your particular business, once they have been convinced that they need your type of business. Depending on what all goes into the case statement, this may be a separate page, or it may fit on the bottom half of the same page.

In this section, you’ll mention some of the main core differences that you use to distinguish yourself from the competition, and how those differences will benefit your ideal customer.

You can also mention any awards you’ve received or certifications you’ve obtained. Continuing with our accountant example, if he or she is an EA (enrolled agent) rather than just a CPA, that would be good to mention here.

Marketing Story/About Us—Page 2This is where you talk about how your business got started, why you’re passionate about what you do, how you’ve grown over the years, etc. Include some pictures to illustrate your story—for example, a picture of your original office before you moved into a new location.

This content can be used on the “about us” page of your website (or taken from that page, if you already have an “about us” page).

Staff/Employee BiosSelf-explanatory (hopefully). Include pictures and a brief bio of all your key employees, or at least the managers. You can make this fun by including some personal details, like their pets, hobbies, or favorite part of their job…or, you can keep it strictly formal and professional.

This might require its own page depending on how many employees you want to feature. If you’re only featuring the owner and one or two key staff members, it could fit on the bottom of page 2.

Stuff You Sell—Page 3-4This is the list of all the products or services your business sells. Depending on the type of business, each product & service might be listed, or maybe just the category of product & service. Prices could be included or not included. In some cases it might make sense to have different versions of this page for different versions of the marketing kit, especially in the case of a business that does both B2B and B2C sales.

Depending on what all needs to be included here, this could be anywhere from 1 page to many pages.

For physical products, pictures would be nice. Stock photos could also be used here, especially for services.

If you package or bundle your products and services, describe the different packages here along with a list of what’s included in each package.

Process—Page 5Also could be called “how you sell”. This is a description of what your business’s sales process is like, what happens after the sale, how you communicate with clients, etc. In other words, painting a vivid picture of what it will be like to work with your business.

For some businesses (i.e., retail) this section might be very brief. For service-based businesses with long sales cycles, it will be more extensive.

Some photos would be nice here, either stock photos or actual photos of people in your business at work.

FAQs—Page 6Frequently asked questions—this is a list of questions that you find yourself answering over and over again, along with the answers. Check your “sent email” folder or talk to your employees to get some ideas about questions to include on this list.

I’d recommend a list of at least 5-10 frequently asked questions.

SAQs—Page 7Same deal as the FAQs only with “should ask questions.” These are questions that people should ask you or your competitors as they decide who to hire, but don’t, simply because they don’t know enough about your industry to ask those questions.

This is a great place to “stack the deck”—i.e., put in questions that you know your competitors won’t have good answers to.

Going back to our accountant example, if the accountant was in fact an Enrolled Agent, one question they might put on this list is “Are you an EA or just a CPA?” This would give them the chance to talk about the additional training they’ve received, and how it benefits their clients.

Case Studies—Page 8One per page, usually. The format I use for case studies is as follows:

Background of the customer What the problem was How business solved the problem Results achieved after the solution was implemented Testimonial from the customer in question, if available

You may want to include multiple case studies if your business has more than one type of customer. For example, if you sell to both consumers and businesses, you may want to have one case study for each.

TestimonialsInclude a list of 5-10 testimonials from your customers about the great work that you do. Get permission from the individuals to use their testimonial in your marketing materials. If possible, use the person’s full name—this will make the testimonials seem more legit. You can even put in their picture if you have it.

If you don’t have any testimonials, call up your best customers and ask for one (or have someone else do it). They’ll be more than happy to help you out. Whatever you do, don’t make up fake testimonials. Sooner or later you’ll get caught, and it will totally destroy your credibility.

I’d recommend including all the pages I’ve mentioned up to this point in your marketing kit. The following pages may or may not be needed.

Ideal Client DescriptionIt may be helpful to describe your ideal customer in your marketing kit, so that when your ideal customer reads a description of themselves, they will know that you’re the right business for them. You’d need answers to the following questions for this section:

Demographics of the ideal client? (age, gender, location, etc.—or B2B, industry, size, revenue, etc)

What problems do they have? List of 5-10 pain points. What stresses them out/keeps them up at night? What’s most important to them?

How to ReferAn explanation of how you like people to refer your business, or a description of a formal referral program if your business has one.

Random SectionsOther random sections that might be needed are quizzes, assessments, cost calculators, etc.

Printing Your Marketing KitSave your marketing kit as a PDF document and take it to a local printer to have it printed as a booklet. Your printer will be able to advise you on various types of formats and bindings depending on the number of pages in your marketing kit.

Get HelpNeed help? Visit http://redpointmarketingconsultants.com/marketing-kit-production/ for information about our done-for-you marketing kit production service.