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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 Mon. April / 12 / 2021

Jun Group Launches Self-Service Advertising Platform for SMBs - GlobeNewswire
Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising - Sports Video Group
LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising  Sports Video Group

3 Ways to Earn Money with Advertising - BBN Times
3 Ways to Earn Money with Advertising  BBN Times

Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com - Yahoo Finance
Outlook on the Digital OOH Advertising Global Market to 2026 - by Format Type, Application, End-user and Region - ResearchAndMarkets.com  Yahoo Finance

How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising - Forbes
How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising  Forbes

Car advertising process evolves with pandemic - Automotive News
Car advertising process evolves with pandemic  Automotive News

The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork - AdExchanger
The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

Massachusetts Joins the Digital Advertising Tax Wave - Lexology
Massachusetts Joins the Digital Advertising Tax Wave  Lexology

Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case - The Wall Street Journal
Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

Team Fortress 2 bots now advertising paid-for "bot immunity" services - Eurogamer.net
Team Fortress 2 bots now advertising paid-for "bot immunity" services  Eurogamer.net

Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy - Telecompetitor
Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy  Telecompetitor

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking... - MacRumors
Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

Advertisers’ Questions Persist as Google Opens FLoCs to External Trials - Adweek
Advertisers’ Questions Persist as Google Opens FLoCs to External Trials  Adweek

BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU) - Inside NoVA
BBB National Programs Adds FTC Veteran Mamie Kresses as Vice President, Children's Advertising Review Unit (CARU)  Inside NoVA

Advertisers spent $240 billion on mobile ads last year: report - The Hindu
Advertisers spent $240 billion on mobile ads last year: report  The Hindu

Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With - Locale Magazine
Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With  Locale Magazine

Despite a Year of Challenges, New Opportunities in TV, Streaming and Advertising Take Center Stage at TVOT LIVE! Spring 2021, a Uniquely Social Event - WFMZ Allentown
Despite a Year of Challenges, New Opportunities in TV, Streaming and Advertising Take Center Stage at TVOT LIVE! Spring 2021, a Uniquely Social Event  WFMZ Allentown

What's with all the blank spaces on our site? We're making room for our new advertising partner. - Greater Greater Washington
What's with all the blank spaces on our site? We're making room for our new advertising partner.  Greater Greater Washington

Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals - Tehran Times
Zigma8: Iranian Creative Advertising Agency Wins Among International Rivals  Tehran Times

Understanding Federal Regulations Governing CBD Advertising - Benzinga
Understanding Federal Regulations Governing CBD Advertising  Benzinga

Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform - Ganjapreneur
Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform  Ganjapreneur

Buying Weed Means a Consumer Has More Money, Is Good Advertising Target - Bloomberg
Buying Weed Means a Consumer Has More Money, Is Good Advertising Target  Bloomberg

Chrome Users, Check If Google Is Tracking You With New Targeted Advertising - Mashable India
Chrome Users, Check If Google Is Tracking You With New Targeted Advertising  Mashable India

Germany tightens up rules around advertising 'junk food' to children - just-food.com
Germany tightens up rules around advertising 'junk food' to children  just-food.com

Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range - Wccftech
Advertising Authority Asks Apple to Stop Using the Term ‘Far Beyond HDR’ to Describe Its Pro Display XDR Color Range  Wccftech

Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act - JD Supra
Judge Connolly Denies Defendant’s Motion For Summary Judgment On Plaintiff’s False Advertising Claims Under The Lanham Act And Delaware Deceptive Trade Practices Act  JD Supra

Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Out-of-home Advertising Market : Global Industry Analysis, Size, Share, Growth, Trends, and Forecasts 2021-2027 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Pure Michigan Regional Advertising Campaign Launches For Spring And Summer - WSGW
Pure Michigan Regional Advertising Campaign Launches For Spring And Summer  WSGW

Advertising analytics platform DoubleVerify sets terms for $340 million IPO - Renaissance Capital
Advertising analytics platform DoubleVerify sets terms for $340 million IPO  Renaissance Capital

First Day Life Permanently Discontinues Certain Advertising Claims for Daily Enrichment Multivitamin Following National Advertising Division Challenge - PRNewswire
First Day Life Permanently Discontinues Certain Advertising Claims for Daily Enrichment Multivitamin Following National Advertising Division Challenge  PRNewswire

Buzzfeed UK revenue falls as pandemic hits digital advertising - City A.M.
Buzzfeed UK revenue falls as pandemic hits digital advertising  City A.M.

Global Search Engine Advertising Services Market 2021 Trending Research Report | Google Ads (formerly AdWords), Serpstat, Bing Ads, Marin Software, WordStream Advisor – ROUGH Magazine - ROUGH Magazine
Global Search Engine Advertising Services Market 2021 Trending Research Report | Google Ads (formerly AdWords), Serpstat, Bing Ads, Marin Software, WordStream Advisor – ROUGH Magazine  ROUGH Magazine

MeWe Names Hollywood Veteran Jeffrey Edell CEO of Zero-Advertising Social Media Service - Yahoo Finance
MeWe Names Hollywood Veteran Jeffrey Edell CEO of Zero-Advertising Social Media Service  Yahoo Finance

Judge orders Charter to pay $19M to Windstream in false advertising suit - FierceTelecom
Judge orders Charter to pay $19M to Windstream in false advertising suit  FierceTelecom

Advertising Market Research Report Covers, Future Trends, Past, Present Data and Deep Analysis 2021-2027 – WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Market Research Report Covers, Future Trends, Past, Present Data and Deep Analysis 2021-2027 – WPP, Omnicom Group, Dentsu Inc., PublicisGroupe, IPG – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

UK Advertising Standard’s Authority and Social Media Influencers - The National Law Review
UK Advertising Standard’s Authority and Social Media Influencers  The National Law Review

How to Boost Online Advertising Market 2021 – Industry Scenario, Strategies, Growth Factors And Forecast 2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
How to Boost Online Advertising Market 2021 – Industry Scenario, Strategies, Growth Factors And Forecast 2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

We Mail America.com Launches, Delivering Comprehensive and Data-Driven Advertising Solutions - EIN News
We Mail America.com Launches, Delivering Comprehensive and Data-Driven Advertising Solutions  EIN News

What is Market size & Growth Rate in Context Advertising Market? – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
What is Market size & Growth Rate in Context Advertising Market? – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Door to Door Advertising Market Professional Survey, Finanacial Overview, Emerging Applications - The Courier
Door to Door Advertising Market Professional Survey, Finanacial Overview, Emerging Applications  The Courier

Faux stamps printed on Burdock Blood Bitters cards - Linn's Stamp News
Faux stamps printed on Burdock Blood Bitters cards  Linn's Stamp News

Canadian Honda Civic Advertisement Is Delightfully Short And Funny - Motor1
Canadian Honda Civic Advertisement Is Delightfully Short And Funny  Motor1

Programmatic Technology Upgrades Job Advertising - SHRM
Programmatic Technology Upgrades Job Advertising  SHRM

Town of Natick Advertising For Public Safety Dispatchers - framinghamsource.com
Town of Natick Advertising For Public Safety Dispatchers  framinghamsource.com

IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts - PRNewswire
IAB Internet Advertising Revenue Report for 2020 Shows 12.2% Increase in Digital Advertising, Despite COVID-19 Economic Impacts  PRNewswire

Roku is planning a big advertising push - Business Insider
Roku is planning a big advertising push  Business Insider

Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal - Milwaukee Business Journal
Nearly $1M advertising campaign targets high-risk Milwaukeeans averse to Covid-19 vaccine - Milwaukee Business Journal  Milwaukee Business Journal

FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal - ABA Banking Journal
FDIC Re-opens RFI on Signage, Advertising Requirements | ABA Banking Journal  ABA Banking Journal

Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns - CT Examiner
Lamont Signals Openness to Taxing Digital Advertisers, Hears Concerns  CT Examiner

Impact Of COVID-19 On Digital Advertising Market 2021 Industry Challenges Business Overview And Forecast Research Study 2030 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Impact Of COVID-19 On Digital Advertising Market 2021 Industry Challenges Business Overview And Forecast Research Study 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Online Advertising Platform Market Set for Rapid Expansion during Forecast Period 2020-2027 |Facebook, Google, Wordstream, Sizmek, Marin Software - The Courier
Online Advertising Platform Market Set for Rapid Expansion during Forecast Period 2020-2027 |Facebook, Google, Wordstream, Sizmek, Marin Software  The Courier

Maryland’s New Tax – The Nation's First State Tax on Digital Advertising - JD Supra
Maryland’s New Tax – The Nation's First State Tax on Digital Advertising  JD Supra

Programmatic Display Advertising Market By Key Players (Centro Inc., Between Digital, AppNexus Inc., Rubicon Project Inc.); Based on 2020 COVID-19 Pandemic Disease – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Programmatic Display Advertising Market By Key Players (Centro Inc., Between Digital, AppNexus Inc., Rubicon Project Inc.); Based on 2020 COVID-19 Pandemic Disease – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online - PRNewswire
Cannabis Creative Wins 2021 Internet Advertising Competition (IAC) Award for Best Advertising Online  PRNewswire

Location Based Advertising Market 2021 New Innovations, Technology And Research – Facebook Inc., Foursquare, Google, Proximus Mobility – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Location Based Advertising Market 2021 New Innovations, Technology And Research – Facebook Inc., Foursquare, Google, Proximus Mobility – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Substantiating Advertising Claims in Three Steps: A How-To Checklist for Advertisers - Lexology
Substantiating Advertising Claims in Three Steps: A How-To Checklist for Advertisers  Lexology

Clarence Saunders — Advertising Genius - Memphis Magazine
Clarence Saunders — Advertising Genius  Memphis Magazine

Tesla starts advertising Model 3 with 93 miles of range on its website in Canada - Electrek
Tesla starts advertising Model 3 with 93 miles of range on its website in Canada  Electrek

Search Advertising Software Market 2021- Key Strategy, Revenue, Opportunity and Key Trends -2026 | WordStream, AdWords, Kenshoo Infinity Suite – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Search Advertising Software Market 2021- Key Strategy, Revenue, Opportunity and Key Trends -2026 | WordStream, AdWords, Kenshoo Infinity Suite – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Omnicom PSA contest will advocate increased representation of Asians in advertising - AdAge.com
Omnicom PSA contest will advocate increased representation of Asians in advertising  AdAge.com

Search Engine Advertising Services Market Insights – Growth, Challenges and Future Scope to 2026| Google Ads (formerly AdWords), Serpstat, Bing Ads – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Search Engine Advertising Services Market Insights – Growth, Challenges and Future Scope to 2026| Google Ads (formerly AdWords), Serpstat, Bing Ads – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Advertising Platform AUDIENCEX Experiences Revenue Increase in Q1 - MarTech Series
Advertising Platform AUDIENCEX Experiences Revenue Increase in Q1  MarTech Series

Microsoft Advertising’s New Rollout & More Digital Marketing News - Search Engine Journal
Microsoft Advertising’s New Rollout & More Digital Marketing News  Search Engine Journal

Impossible Foods Launches First National Advertising Campaign, "We Are Meat" - Business Wire
Impossible Foods Launches First National Advertising Campaign, "We Are Meat"  Business Wire

Friday Sector Laggards: Metals & Mining, Advertising Stocks - Nasdaq
Friday Sector Laggards: Metals & Mining, Advertising Stocks  Nasdaq

What Search Marketers Need to Know About Instacart Advertising - Search Engine Journal
What Search Marketers Need to Know About Instacart Advertising  Search Engine Journal

iOS 14.5 Ad Tracking opt-in feature could change mobile advertising - Shacknews
iOS 14.5 Ad Tracking opt-in feature could change mobile advertising  Shacknews

Sean Combs Criticizes General Motors For Insufficient Advertising In Black-Owned Media - GM Authority
Sean Combs Criticizes General Motors For Insufficient Advertising In Black-Owned Media  GM Authority

Amazon's Share Of Digital Advertising Grows; Roku To Debut Brand-Sponsored Vids - AdExchanger
Amazon's Share Of Digital Advertising Grows; Roku To Debut Brand-Sponsored Vids  AdExchanger

Roseville Businesses Eligible for Free Advertising Services - Roseville Today
Roseville Businesses Eligible for Free Advertising Services  Roseville Today

Outdoor advertising firm grows and aims to double reach by next year - Business Live
Outdoor advertising firm grows and aims to double reach by next year  Business Live

Microsoft Ads Rolls Out a Slew of New Features - Search Engine Journal
Microsoft Ads Rolls Out a Slew of New Features  Search Engine Journal

Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know - Search Engine Journal
Microsoft to Auto Apply Ad Suggestions: What Advertisers Should Know  Search Engine Journal

How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon - The Wall Street Journal
How Covid-19 Supercharged the Advertising ‘Triopoly’ of Google, Facebook and Amazon  The Wall Street Journal

US advertising employment increased by 2,200 jobs in March - AdAge.com
US advertising employment increased by 2,200 jobs in March  AdAge.com

Innisfree criticised for 'false advertising' after plastic found within paper bottle - Marketing Interactive
Innisfree criticised for 'false advertising' after plastic found within paper bottle  Marketing Interactive

Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising - PRNewswire
Social Media Advertising Market Is The Second Biggest Market Within Digital Advertising  PRNewswire

Lamar Advertising Launching Corporate-Sponsored SPAC: Lamar Partnering Corporation - GlobeNewswire
Lamar Advertising Launching Corporate-Sponsored SPAC: Lamar Partnering Corporation  GlobeNewswire

This Group Wants to ‘Ban Surveillance Advertising’ - WIRED
This Group Wants to ‘Ban Surveillance Advertising’  WIRED

With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions - The Wall Street Journal
With NFL Deal, Amazon Accelerates Its Streaming-TV Advertising Ambitions  The Wall Street Journal

Lamar Advertising on the hunt to take a new company public, here's how - The Advocate
Lamar Advertising on the hunt to take a new company public, here's how  The Advocate

Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

Barge displaying advertisements sets sail in Volusia County - WKMG News 6 & ClickOrlando
Barge displaying advertisements sets sail in Volusia County  WKMG News 6 & ClickOrlando

Rise and Decline of Adobe's Advertising Business 2021 - Business Insider
Rise and Decline of Adobe's Advertising Business 2021  Business Insider

Answer Man: Is 'World famous' and 'Best in all of NC' just 'puffery' or false advertising? - Citizen Times
Answer Man: Is 'World famous' and 'Best in all of NC' just 'puffery' or false advertising?  Citizen Times

Ford Accused Of Falsely Advertising The Bronco - CarBuzz
Ford Accused Of Falsely Advertising The Bronco  CarBuzz

National Advertising Division Finds "Best-In-Class" Claims for 2021 Ford Bronco Supported and Recommends Ford Discontinue or Modify Other Claims - PRNewswire
National Advertising Division Finds "Best-In-Class" Claims for 2021 Ford Bronco Supported and Recommends Ford Discontinue or Modify Other Claims  PRNewswire

Is online advertising about to crash, just like the property market did in 2008? - The Guardian
Is online advertising about to crash, just like the property market did in 2008?  The Guardian

Telegram App Is Booming but Needs Advertisers—and $700 Million Soon - The Wall Street Journal
Telegram App Is Booming but Needs Advertisers—and $700 Million Soon  The Wall Street Journal

Google Answers Advertisers Burning Questions About FLoC - Search Engine Journal
Google Answers Advertisers Burning Questions About FLoC  Search Engine Journal

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

How targeted advertising is impacted under Virginia’s CDPA - MarTech Today
How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

The New Realities of Advertising During COVID-19 - Total Retail
The New Realities of Advertising During COVID-19  Total Retail

How a stay-at-home year accelerated three trends in the advertising industry - CNBC
How a stay-at-home year accelerated three trends in the advertising industry  CNBC

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Advertisers, Skip the Platitudes in 2021 - Harvard Business Review
Advertisers, Skip the Platitudes in 2021  Harvard Business Review

Best Advertising Agencies for 2021 - Investopedia
Best Advertising Agencies for 2021  Investopedia

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative - Forbes
After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative  Forbes

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