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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 Tue. March / 28 / 2023

The TV Advertising Market Is Slumping, But Sports Ads Are Booming - Hollywood Reporter
The TV Advertising Market Is Slumping, But Sports Ads Are Booming  Hollywood Reporter

How ChatGPT Is Prompting Advertising Strategists To Think Different - The Drum
How ChatGPT Is Prompting Advertising Strategists To Think Different  The Drum

Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas - Variety
Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas  Variety

Advertising spending expected to grow this year despite economic uncertainty - Greater Baton Rouge Business Report
Advertising spending expected to grow this year despite economic uncertainty  Greater Baton Rouge Business Report

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio. - Inside Radio
Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio.  Inside Radio

From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity - Literary Hub
From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity  Literary Hub

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters

U.S. Advertising Growth Forecast Cut Slightly for 2023 - Hollywood Reporter
U.S. Advertising Growth Forecast Cut Slightly for 2023  Hollywood Reporter

Pinterest Rises on Better Advertising Potential - TipRanks
Pinterest Rises on Better Advertising Potential  TipRanks

Pinterest CEO Bill Ready Impresses Investors with New Advertising ... - Observer
Pinterest CEO Bill Ready Impresses Investors with New Advertising ...  Observer

Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth - Barron's
Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth  Barron's

Advertising Research Group Wants To Replace TV Households - Forbes
Advertising Research Group Wants To Replace TV Households  Forbes

A May grad asks about a career in advertising - Boston.com
A May grad asks about a career in advertising  Boston.com

Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy - Yahoo Finance
Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy  Yahoo Finance

Manager, Sponsorship and Advertising, Cityside - Oaklandside
Manager, Sponsorship and Advertising, Cityside  Oaklandside

Edtech should raise the bar for education advertising | Mint - Mint
Edtech should raise the bar for education advertising | Mint  Mint

HCBI board members learn about digital advertising opportunity - huntingdondailynews.com
HCBI board members learn about digital advertising opportunity  huntingdondailynews.com

FTC Cracks Down on BetterHelp’s Sharing of Health Information for ... - JD Supra
FTC Cracks Down on BetterHelp’s Sharing of Health Information for ...  JD Supra

Blurred lines – when celebrity endorsements can lead to claims of ... - JD Supra
Blurred lines – when celebrity endorsements can lead to claims of ...  JD Supra

New York City buys billboards in southern cities advertising its abortion access - The American Independent
New York City buys billboards in southern cities advertising its abortion access  The American Independent

Anzu: Advertising in Games is Easier Than You Think – Beet.TV - BeetTV
Anzu: Advertising in Games is Easier Than You Think – Beet.TV  BeetTV

Geico, Allstate lead the insurance industry in advertising spending cuts - Insider Intelligence
Geico, Allstate lead the insurance industry in advertising spending cuts  Insider Intelligence

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

The FTC’s Crackdown On Misleading Advertising Will Benefit Both ... - The Drum
The FTC’s Crackdown On Misleading Advertising Will Benefit Both ...  The Drum

Pacvue Expands From Advertising to Retail - Business Insider
Pacvue Expands From Advertising to Retail  Business Insider

Auto Advertising Is On The Rebound At Radio But The Trend Lacks ... - Inside Radio
Auto Advertising Is On The Rebound At Radio But The Trend Lacks ...  Inside Radio

Skai Introduces first of its kind Omnichannel Platform for Unified Performance Advertising - Yahoo Finance
Skai Introduces first of its kind Omnichannel Platform for Unified Performance Advertising  Yahoo Finance

Test Your Ad Expands To Radio, Podcast And Audio Advertising. - Inside Radio
Test Your Ad Expands To Radio, Podcast And Audio Advertising.  Inside Radio

Discover the Most Popular Types of Billboard Advertising in San ... - San Francisco Examiner
Discover the Most Popular Types of Billboard Advertising in San ...  San Francisco Examiner

Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns - Yahoo Finance
Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns  Yahoo Finance

Instacart Serves Up More Fresh Produce with Innovative New ... - PR Newswire
Instacart Serves Up More Fresh Produce with Innovative New ...  PR Newswire

Meet Minneapolis unveils new advertising campaign to boost tourism - KARE11.com
Meet Minneapolis unveils new advertising campaign to boost tourism  KARE11.com

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers - Yahoo Finance
Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers  Yahoo Finance

Newsletter publishers say they continue to see uptick in revenue ... - Digiday
Newsletter publishers say they continue to see uptick in revenue ...  Digiday

Potential TikTok Ban Worrying Advertisers - Pharmaceutical Executive
Potential TikTok Ban Worrying Advertisers  Pharmaceutical Executive

Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ... - Benzinga
Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ...  Benzinga

Australia: Survey shows gambling increasingly prevalent, residents ... - Yogonet International
Australia: Survey shows gambling increasingly prevalent, residents ...  Yogonet International

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

How to Develop an Advertising Plan According to Everest Business ... - The Ritz Herald
How to Develop an Advertising Plan According to Everest Business ...  The Ritz Herald

Rule 8.3 - Mirriad Advertising plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising plc  GlobeNewswire

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Cloud Advertising Market 2023 Overview, Top Manufactures, Market ... - Digital Journal
Cloud Advertising Market 2023 Overview, Top Manufactures, Market ...  Digital Journal

Insights into Online Video Advertising Market Growth 2023: Size ... - Digital Journal
Insights into Online Video Advertising Market Growth 2023: Size ...  Digital Journal

Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA - Yahoo Finance
Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA  Yahoo Finance

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

The Army Pulls Advertising Campaign Featuring Jonathan Majors ... - HipHopWired
The Army Pulls Advertising Campaign Featuring Jonathan Majors ...  HipHopWired

HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ... - PesaCheck
HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ...  PesaCheck

Kaufman Organization Secures 5,909-Square-Foot Lease at 15 ... - Real Estate Weekly
Kaufman Organization Secures 5,909-Square-Foot Lease at 15 ...  Real Estate Weekly

Qatar World Cup Is Hijacked To Advertise Tobacco - Health Policy Watch
Qatar World Cup Is Hijacked To Advertise Tobacco  Health Policy Watch

Alexander Fedorowicz: Privacy legislation would break online ... - Florida Politics
Alexander Fedorowicz: Privacy legislation would break online ...  Florida Politics

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

Vietnam's advertising businesses needs a 'Black List' to block toxic ... - VietNamNet
Vietnam's advertising businesses needs a 'Black List' to block toxic ...  VietNamNet

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

California's False Advertising Laws And The "On Sale" Price ... - Mondaq News Alerts
California's False Advertising Laws And The "On Sale" Price ...  Mondaq News Alerts

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

Is Weakness In Vertoz Advertising Limited (NSE:VERTOZ) Stock A Sign That The Market Could be Wrong Given Its Strong Financial Prospects? - Simply Wall St
Is Weakness In Vertoz Advertising Limited (NSE:VERTOZ) Stock A Sign That The Market Could be Wrong Given Its Strong Financial Prospects?  Simply Wall St

Jeri Fields: Protection from misleading advertising - The Tribune ... - Ironton Tribune
Jeri Fields: Protection from misleading advertising - The Tribune ...  Ironton Tribune

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

Podcasting's Biggest Advertisers Bump Up February Spending From ... - Inside Radio
Podcasting's Biggest Advertisers Bump Up February Spending From ...  Inside Radio

HOAX: This link advertising a Ramadhan promotion by Carrefour is ... - PesaCheck
HOAX: This link advertising a Ramadhan promotion by Carrefour is ...  PesaCheck

Out-of-Home (OOH) Advertising Market Sales Comparison to 2031 - Digital Journal
Out-of-Home (OOH) Advertising Market Sales Comparison to 2031  Digital Journal

5 charts showing where people (and advertisers) would go after ... - Insider Intelligence
5 charts showing where people (and advertisers) would go after ...  Insider Intelligence

Streaming services advertising in 2023: what marketers should know - AdAge.com
Streaming services advertising in 2023: what marketers should know  AdAge.com

Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit - EIN News
Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit  EIN News

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

FTC to Ban BetterHelp from Revealing Consumers' Data, Including ... - Federal Trade Commission News
FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

Opposition backs plan to outlaw advertising gay conversion therapy - Times of Malta
Opposition backs plan to outlaw advertising gay conversion therapy  Times of Malta

SRU recognized in advertising and marketing awards - Slippery Rock University
SRU recognized in advertising and marketing awards  Slippery Rock University

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

Carr Specialty Baits, Inc. Welcomes New Vice President of ... - Fishing Tackle Retailer
Carr Specialty Baits, Inc. Welcomes New Vice President of ...  Fishing Tackle Retailer

Differences in child and adolescent exposure to unhealthy food and ... - BMC Public Health
Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period - Yahoo Finance
The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

New IAB Study Reveals Five Misperceptions About Video Game ... - IAB
New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Advertising, PR students 'pawfect' match for service dog org - Nebraska Today
Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Washington may soon require additional disclosures for political ... - KNKX Public Radio
Washington may soon require additional disclosures for political ...  KNKX Public Radio

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

Article III Standing and PFAS False Advertising Class Actions - The National Law Review
Article III Standing and PFAS False Advertising Class Actions  The National Law Review

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Make-A-Wish and Lamar Advertising enter yearlong pro bono ... - PR Newswire
Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

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