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Worn Out Brochure Design Is Keeping Small Business Owners Down


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 template - 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 then for the following pages 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

+ A list of services - Okay, now tell them what you do or what you offer.

+ 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.

+ 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 materials. Join me as I coach up to 10 other small business owners through the process of creating marketing materials that educate and sell. Once a week for 4 weeks we will meet via teleconference to create and critique your written marketing kit content based on the above article. Each participant will also receive a workbook, feedback and real-life example marketing kits produced by John Jantsch for his clients. Find out more by sending an email to mailto:[email protected]?subject=Marketing_Kit

Copyright 2004 John Jantsch

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.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Thu. March / 28 / 2024

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Amazon's Advertising Unit Hit With Another Round of Layoffs  Business Insider

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How Google's entry into in-game advertising puts a spotlight on an industry in flux  Digiday

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23 Gen Z advertising and marketing leaders  Ad Age

Tesla starts advertising campaign on Cars.com - TESLARATI
Tesla starts advertising campaign on Cars.com  TESLARATI

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SNAP Brings Sponsored AR Filters for Advertisers on Snapchat  Yahoo Finance

Adobe's new GenStudio platform is an AI factory for advertisers - The Verge
Adobe's new GenStudio platform is an AI factory for advertisers  The Verge

Comedian Ed Gamble swaps hot dog for cucumber over Tube ad rule - BBC.com
Comedian Ed Gamble swaps hot dog for cucumber over Tube ad rule  BBC.com

Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say - Ars Technica
Facebook secretly spied on Snapchat usage to confuse advertisers, court docs say  Ars Technica

GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities - GroupM
GroupM Commits to Double Media Investment in Annual Women's Sports Advertising Opportunities  GroupM

Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down - Search Engine Land
Mikhail Parakhin, head of Microsoft Bing Search and Microsoft Advertising steps down  Search Engine Land

New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report - Nielsen
New Zealand's top 20 highest spending advertisers of 2023 revealed in latest Nielsen Ad Intel report  Nielsen

Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising - ExchangeWire
Greenbids & The GoodNet Unite to Integrate Ethical Metrics in Programmatic Advertising  ExchangeWire

T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate - JD Supra
T-Mobile NAD Challenge of Charter Advertising Results in Referral to FTC Upon Charter Declining to Participate  JD Supra

Brands report a rise in imposter advertisers on platforms like Meta & TikTok - Modern Retail
Brands report a rise in imposter advertisers on platforms like Meta & TikTok  Modern Retail

The New Paradigm of Advertising Sees Content Patterns Changing - Grit Daily
The New Paradigm of Advertising Sees Content Patterns Changing  Grit Daily

Advertising can find its mojo again - The Media Leader
Advertising can find its mojo again  The Media Leader

Sing Tao House to be renovated into new advertising firm - The Post
Sing Tao House to be renovated into new advertising firm  The Post

CFPB Flags False Advertising Risk For Money Transfer Firms - Law360
CFPB Flags False Advertising Risk For Money Transfer Firms  Law360

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Advertising Agency TRG Seeks To Offload Office Space in Dallas' Deep Ellum Neighborhood  CoStar Group

Changing the Game: How Games Advertising Powers Performance - IAB
Changing the Game: How Games Advertising Powers Performance  IAB

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Happy Hemp CBD Gummies - Sweet Relief - CBD Marketing & Advertising  ECOWAS

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Russian media advertising market grows 'fantastically' — RealnoeVremya.com  Realnoe vremya

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Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

Advertising Agency 2024: Gale - Campaign US
Advertising Agency 2024: Gale  Campaign US

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Here's Why Lamar Advertising Company (LAMR) Rose in Q4  Yahoo Finance

HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent - PesaCheck
HOAX: These posts on Facebook advertising jobs at Quickmart Supermarket are fraudulent  PesaCheck

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A robot lawn mower eschews springtime advertising to stand out  The Media Leader

New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video - IAB
New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video  IAB

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Introducing the Rise of Crypto Officer: Pioneering the Future of Digital Advertising  StreetInsider.com

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Measured solves advertising’s walled garden problem  Martechcube

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Seedtag Launches Contextual TV, a First-of-its-Kind Solution for CTV Advertisers  PR Newswire

Advertising giant GroupM pledges to double spending on women’s sports - Awful Announcing
Advertising giant GroupM pledges to double spending on women’s sports  Awful Announcing

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The Future of Advertising is Scary. | by Lawrence Ozeh | Mar, 2024  DataDrivenInvestor

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CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

Dutch court rules KLM advertising campaign was “greenwashing” - Kennedys Law
Dutch court rules KLM advertising campaign was “greenwashing”  Kennedys Law

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Why the joys of real-world advertising still can't be recreated by AI or screens  The Drum

Mobile Advertising 2024 - eMarketer
Mobile Advertising 2024  eMarketer

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Digital advertising: key updates for businesses (March 2024)  Lexology

K&L Gates commercial litigator takes advertising expertise to Venable - World Intellectual Property Review
K&L Gates commercial litigator takes advertising expertise to Venable  World Intellectual Property Review

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EU Court Upholds Tech Rules: Amazon Loses Battle Over Advertising Clause  PYMNTS.com

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Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

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Can you guess what these retro advertisements on ''The Andy Griffith Show'' are selling?  MeTV

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HOAX: This poster advertising jobs for drivers at Victory Farms is a scam  PesaCheck

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Audacy: Cross-Platform Audio Listeners Boost Results For Advertisers.  Insideradio.com

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'For your consideration': How Janice Min is selling entertainment advertisers on The Ankler  Digiday

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All-conquering Publicis snaffles Pfizer creative from IPG  More About Advertising

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Our 2023 Ads Safety Report  The Keyword | Google Product and Technology News

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Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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SeaWorld unveils major advertising campaign  Travel Weekly

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TV Tunes in to Sustainable Advertising  VideoWeek

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Bozeman opening up the advertising process in search for new head football coach  WJHG

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For Verizon Business, Reaching The Customer Means Empowering The Marketer  AdExchanger

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Navigating the Future of Media & Advertising Technology: A Call to Action  MediaVillage

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MAA Ad of the Week: BA’s Avios from Uncommon  More About Advertising

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How To Thrive In Cannabis Advertising, Mastering The Market With Lauren White Of VDX.tv  Benzinga

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Is Google Moving Fast Enough To Put Advertising In AI Chatbot Search?  Investor's Business Daily

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Aspire & Innovative Advertising IPO opens today: Latest GMP, subscription status, listing date and more | Mint  Mint

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Mikhail Parakhin No Longer Head Of Bing Search & Microsoft Advertising  Search Engine Roundtable

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Amazon loses bid to delay EU disclosure of online advertising information (AMZN)  Seeking Alpha

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Pixotope NAB 2024 virtual production showcase features immersive storytelling, new advertising opportunities  NewscastStudio

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ADVERTISING: Advertorial — Decoding food labels: Part II  Coeur d'Alene Press

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Bill to direct state ad dollars to CT media passes committee  Connecticut Inside Investigator

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Future Forward: Zero-Party Data and the Evolution of Retail Advertising  Retail TouchPoints

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AI Is Revolutionizing Targeted Advertising — Here Are The Ethical Implications You Need to Consider  Entrepreneur

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Meta advertising: 5 best practices for 2024  Search Engine Land

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Proof Advertising Appoints Chree Taylor as Chief Growth Officer | LBBOnline  Little Black Book - LBBonline

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In-Video-Game Ad Spend to Reach $11.5 Billion by 2027  Variety

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Adalytics report exposes the intricacies of made-for-advertising sites  Digiday

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Benzinga Podcasts - Cracking the Code: Strategies for Effective Cannabis Advertising  Benzinga

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The most innovative advertising and marketing companies of 2024  Fast Company

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Triton Digital Buys Sounder In Move To Enhance Its Audio Advertising Capabilities.  Insideradio.com

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Pioneering a New Era of University Advertising: Nickelytics and Starship Robots Partnership Launches at Two US ...  WICZ

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Microsoft Bing Search And Microsoft Advertising Lead Steps Down, Confirmed 03/27/2024  MediaPost Communications

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The IAB thinks brands should get in on game advertising ASAP  Tubefilter

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Tribune-Democrat advertising team wins six awards | News | tribdem.com  TribDem.com

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Elon Musk's Tesla returns to Facebook to launch ads amid sales slump  Quartz

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Invibes Advertising : Strong growth in annual results 2023.  sharewise

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HOAX: This poster advertising vacancies at KenGen is inauthentic  PesaCheck

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5 Best Digital Billboard Advertising Companies (March 2024)  Unite.AI

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Snapchat Introduces Sponsored AR Filters for Advertisers  XR Today

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Introducing Ambient Array: A New Era of B2B Advertising  PR Newswire

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Measured Solves Advertising's Walled Garden Problem | News | bakersfield.com  The Bakersfield Californian

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EU introduces new rules on transparency and targeting of political advertising  Présidence française du Conseil de l'Union européenne 2022

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Paramount+ sees "pent-up demand" for advertising  AdNews

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Agency Report Card 2023: BBDO | Advertising  Campaign Asia

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Environmental group alleges 'greenwashing' by FortisBC in advertising  Vancouver Sun

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Agency Report Card 2023: McCann Worldgroup | Advertising  Campaign Asia

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Agency Report Card 2023: FCB | Advertising  Campaign Asia

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Agency Report Card 2023: Publicis Media | Advertising  Campaign Asia

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Smarter ads, better results: The next era of digital advertising  Think with Google

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Agency Report Card 2023: AKQA | Advertising  Campaign Asia

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InfoSum and Experian launch groundbreaking innovation that enables automotive advertisers to improve audience ...  Business Wire

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Agency Report Card 2023: Cheil Worldwide | Advertising  Campaign Asia

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Google blocks and removes 5.5 billion ads: What should advertisers know?  Marketing Interactive

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Agency Report Card 2023: OMD | Advertising  Campaign Asia

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Agency Report Card 2023: Hakuhodo | Advertising  Campaign Asia

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Interactive In-Stream Video Advertising: Engaging Audiences Through Immersive Experiences  Robotics and Automation News

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Tesla Has Started Advertising On Facebook And Instagram  CarScoops

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Agency Report Card 2023: EssenceMediacom | Advertising  Campaign Asia

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Meta Platforms must face advertisers' class action, US appeals court says  Reuters

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