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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

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

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

AI advertising start-up valued at $4bn after fundraising - Financial Times
AI advertising start-up valued at $4bn after fundraising  Financial Times

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

23 Gen Z advertising and marketing leaders - Ad Age
23 Gen Z advertising and marketing leaders  Ad Age

UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food - Fox News
UK comedian forced to remove hot dog from subway poster due to ban on advertising junk food  Fox News

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

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

U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum - Hollywood Reporter
U.S. Ad Forecast for 2024 Raised on Improved Economic Outlook, Digital Media Momentum  Hollywood Reporter

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

Revolutionary Retail Data Rewrites The Future Of Advertising - Forbes
Revolutionary Retail Data Rewrites The Future Of Advertising  Forbes

FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ... - Consumer Finance Monitor
FDIC final Signage and False Advertising Rule will be effective April 1, 2024, with an extended full compliance date of ...  Consumer Finance Monitor

Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising - TheStreet
Everyworld Launches as Web3 Discovery and Rewards Platform for Advertising  TheStreet

New Hampshire House takes on artificial intelligence in political advertising - WCAX
New Hampshire House takes on artificial intelligence in political advertising  WCAX

Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ... - Ropes & Gray LLP
Regulatory compliance for life sciences advertising: Challenges and opportunities in a changing global environment ...  Ropes & Gray LLP

False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ... - JD Supra
False advertising class actions: Tennessee federal court invalidates survey and denies certification for dental providers ...  JD Supra

Thanks To Our Advertisers - Above the Law
Thanks To Our Advertisers  Above the Law

New Hampshire House takes on artificial intelligence in political advertising - Bowling Green Daily News
New Hampshire House takes on artificial intelligence in political advertising  Bowling Green Daily News

Advertising & Promotion for Medical Products Conference - Food and Drug Law Institute
Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

Shanghai Introduces New Guidelines for Cosmetic Advertising - China Briefing
Shanghai Introduces New Guidelines for Cosmetic Advertising  China Briefing

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

GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S. - PR Newswire
GALE NAMED ADVERTISING AGENCY OF THE YEAR BY CAMPAIGN U.S.  PR Newswire

Streaming, Politics Star In Magna 2024 US Ad Forecast - AdExchanger
Streaming, Politics Star In Magna 2024 US Ad Forecast  AdExchanger

Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth - EIN News
Evok Advertising Releases New Blog on Building a Social Media Marketing Strategy for Brand Growth  EIN News

Advertise with Us - Biz New Orleans
Advertise with Us  Biz New Orleans

Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising - Powder Magazine
Popular 'Bent Chetler' Ski Used By Canadian Internet Provider For Advertising  Powder Magazine

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

Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com - Inc.
Does Your Small Business Need to Advertise on Truth Social? This Ad Expert Says No | Inc.com  Inc.

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

New Hampshire House takes on artificial intelligence in political advertising - The Caledonian-Record
New Hampshire House takes on artificial intelligence in political advertising  The Caledonian-Record

Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model - hackernoon.com
Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model  hackernoon.com

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

Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections - TurkishMinute
Candidates’ disregard of X advertising ban may lead to rights violations ahead of local elections  TurkishMinute

Advertising breach warning for Eredivisie football club – ISA-GUIDE - isa-guide.de
Advertising breach warning for Eredivisie football club – ISA-GUIDE  isa-guide.de

GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN - Tech Funding News
GenAI in advertising: The Brandtech Group snaps $115M funding, hits $4B valuation — TFN  Tech Funding News

New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry - Yonkers Times
New US Bill Targets Restrictions on Advertising, Deposits and AI in the Gaming Industry  Yonkers Times

Ph.D. alum wins dissertation award, promoting women and diversity in advertising - UNC Hussman School of Journalism and Media
Ph.D. alum wins dissertation award, promoting women and diversity in advertising  UNC Hussman School of Journalism and Media

Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities - Business Wire
Triton Digital Acquires Sounder, Enhancing Audio Advertising Capabilities  Business Wire

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

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

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

Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR) - Defense World
Blackston Financial Advisory Group LLC Takes $360000 Position in Lamar Advertising (NASDAQ:LAMR)  Defense World

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

Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV - BeetTV
Seedtag Launches Contextual TV for CTV Advertisers – Beet.TV  BeetTV

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

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

Political Advertising in the Era of Artificial Intelligence: What Lies Ahead? - WLS
Political Advertising in the Era of Artificial Intelligence: What Lies Ahead?  WLS

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

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

Texas proposes rules for influencers to disclose paid political posts - Laredo Morning Times
Texas proposes rules for influencers to disclose paid political posts  Laredo Morning Times

Home Depot hosts upfront-style pitch, rebrands retail media network - Ad Age
Home Depot hosts upfront-style pitch, rebrands retail media network  Ad Age

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

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

Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women' - The Daily Wire
Leftist Student Tries To Erase Advertisement For YAF Screening Of 'Lady Ballers,' Claims It's 'Against Women'  The Daily Wire

Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads - Search Engine Roundtable
Google Ads Suspended 90% More Advertisers This Year Than Last & Removed 5.5 Billion Ads  Search Engine Roundtable

CIABC urges unfettered advertising rights for liquor brand extensions - The Economic Times
CIABC urges unfettered advertising rights for liquor brand extensions  The Economic Times

This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline - Little Black Book - LBBonline
This Brazilian Brand Uses People to Advertise Its Sun Cream | LBBOnline  Little Black Book - LBBonline

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

Why Advertisers Claim Meta Owes $7 Billion in Damages - Adweek
Why Advertisers Claim Meta Owes $7 Billion in Damages  Adweek

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

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

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

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

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

The most innovative advertising and marketing companies of 2024 - Fast Company
The most innovative advertising and marketing companies of 2024  Fast Company

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

CFPB Issues Warning to Remittance Transfer Providers Over False Advertising - MarketWatch
CFPB Issues Warning to Remittance Transfer Providers Over False Advertising  MarketWatch

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

Tribeca Festival Expands Its X Programming and Awards for Advertisers - Adweek
Tribeca Festival Expands Its X Programming and Awards for Advertisers  Adweek

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

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

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

Advertise for Mother's Day — Pascack Press & Northern Valley Press - Pascack Press & Northern Valley Press
Advertise for Mother's Day — Pascack Press & Northern Valley Press  Pascack Press & Northern Valley Press

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

Introducing Kognitiv Amplify: AI-based AdTech Tool - AiThority
Introducing Kognitiv Amplify: AI-based AdTech Tool  AiThority

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

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

Meet the digital David taking on the Google Goliath - The Economist
Meet the digital David taking on the Google Goliath  The Economist

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

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

Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers - GlobeNewswire
Tunnl Audience Intelligence Platform Launches Self-Serve TV Rating Feature for Linear TV Advertisers  GlobeNewswire

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

Meta advertising: 5 best practices for 2024 - Search Engine Land
Meta advertising: 5 best practices for 2024  Search Engine Land

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

Top ad guru Martin Sorrell downplays chances of Trump's Truth Social capturing serious market share - CNBC
Top ad guru Martin Sorrell downplays chances of Trump's Truth Social capturing serious market share  CNBC

InfoSum, Experian’s innovation for auto advertisers’ audience strategy - Martechcube
InfoSum, Experian’s innovation for auto advertisers’ audience strategy  Martechcube

The Impact of Online Gambling on Football Sponsorship and Advertising - TheSpread.com
The Impact of Online Gambling on Football Sponsorship and Advertising  TheSpread.com

Alameda County District Attorney Pamela Price’s Office joins in $17.75 million settlement agreement with Mariner ... - IndiaPost.com
Alameda County District Attorney Pamela Price’s Office joins in $17.75 million settlement agreement with Mariner ...  IndiaPost.com

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

Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret? - The Drum
Is lovingly crafted, homemade advertising Adam Buxton's podcasting secret?  The Drum

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

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

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

Google highlights the impact of GenAI in digital advertising in its latest ads safety report - YourStory
Google highlights the impact of GenAI in digital advertising in its latest ads safety report  YourStory

Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion - Modern Retail
Brands are rethinking their out-of-home advertising strategies to focus less on awareness and more on conversion  Modern Retail

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

Temu and Shein Are the 'Jaws' of Digital Advertising - The Business of Fashion
Temu and Shein Are the 'Jaws' of Digital Advertising  The Business of Fashion

Miller Lite revives iconic ‘tastes great-less filling’ advertising debate - BizTimes Milwaukee
Miller Lite revives iconic ‘tastes great-less filling’ advertising debate  BizTimes Milwaukee

Tesla Has Started Advertising On Facebook And Instagram - CarScoops
Tesla Has Started Advertising On Facebook And Instagram  CarScoops

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