Your Small Business Press Kit

Posted in Business Coaching | 14 comments

Your press kit, or small business information package, consists of the printed materials that you distribute to potential clients to let them know who you are, where you are, how to contact you, what you do, how to buy, and why to buy from you instead of your competition. So what should you put in your information package? Basically, anything that promotes your company should be included. Some of the more common items include:

• Business card

• Brochure

• Letter of introduction

• Product or service reviews

• Price list

• Press releases

• White papers

• Recent articles written by you or about your company

• Biographies of key officers

• Flyers, coupons, or direct mail pieces

• Information pamphlets

The most important item is your small business brochure. Even if you don’t have a complete small business information package, at the very least you should have a tri-fold brochure with detailed information that you can give to prospective clients. If people read only one thing in your information package, it will most likely be the brochure, because it contains all the critical info about your business in one, easy to read place. You want your brochure to be the first thing people see when they open your information package. If you can capture their interest with your brochure, they’re more likely to read the rest of the information you supply.

The front cover 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 as to what’s inside. Inside, try to introduce yourself and review your product or service briefly. Add graphics and make good use of headings, remembering that most readers will scan from left to right, stopping at graphics and headings, and sometimes reading the last paragraph.

All too often, small business brochures are used to simply talk about you, your company, and your product/service. But what your readers are really interested in is how you can benefit them, save their time or resources, and make their lives just a little bit easier. Make sure you address what your business does for its customers.

The rest of the items in your small business information package should all be printed on your company letterhead, and the sky’s the limit as to what you can include. You should have a letter of introduction, which is usually 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.

You also want to include any press releases or articles written about your company. You can even write some specifically for your information kit. White papers are becoming increasingly popular as well. Are you an expert in a particular area? If so, you may want to write a white paper to include with your information package. Biographies of your key officers should highlight areas of expertise and levels of experience in your industry.

You can combine product or service reviews with your price list very effectively, and fliers, coupons, and direct mail pieces can also be included. Fliers and coupons can emphasize current specials or discounts, and when offering such deals remember to create a sense of urgency by making them time- or quantity-limited. Recent direct mail sales letters can also be included; keep them simple and relevant. Be enthusiastic, know your product, use your imagination, and understand your target audience. Establish trust and credibility. Include testimonials. Give free nuggets of information.

Once you’ve gotten all your information package items written and printed, it’s time to put it all together. You can have folders printed with your logo and business name, then put your business card in the front slot and your information in the inside pockets, making sure the brochure is the first item they see. Then send it out and follow up.

Need help putting together a small business information package? Pamela Finnesand, The Business Maximizer can assist you! Schedule your complimentary Business Breakthrough Strategy Session today.