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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 Fri. December / 08 / 2023

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
  1. Advertiser backlash may pose mortal threat to Elon Musk's X  NPR
  2. Elon Musk calls for Bob Iger to be fired after Disney pulls ads from X  New York Daily News
  3. Digital advertising is still far too murky  Financial Times

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Peter Field: Marketers are too disinvested in TV advertising - Marketing Week
Peter Field: Marketers are too disinvested in TV advertising  Marketing Week

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping. - Barron's
Snap Stock Is Up for Its Ninth Day in a Row. Advertising Trends Could Be Helping.  Barron's

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette - Arkansas Online
Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette  Arkansas Online

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

uniqFEED Partners With ESporsa Group to Enhance Virtual Advertising Offering in the Middle East - Sports Video Group
uniqFEED Partners With ESporsa Group to Enhance Virtual Advertising Offering in the Middle East  Sports Video Group

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Advertising & Marketing Tips Archives - www.designerstoday.com
Advertising & Marketing Tips Archives  www.designerstoday.com

Kevani expands LA digital signage advertising fleet with South Bay Pairing - Digital Signage Today
Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

ADCOLOR 2023 Conference Calls for Expansion of DEI Efforts in the Advertising Industry - Billboard
ADCOLOR 2023 Conference Calls for Expansion of DEI Efforts in the Advertising Industry  Billboard

Advertising performance in the context of conversation - Search Engine Land
Advertising performance in the context of conversation  Search Engine Land

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Pixalate Publishes Global Benchmark Report for Made For Advertising (MFA) Websites: Google Sold Ads On 93% of ... - Yahoo Finance
Pixalate Publishes Global Benchmark Report for Made For Advertising (MFA) Websites: Google Sold Ads On 93% of ...  Yahoo Finance

$12B Projected In 2024 For Local Health Care Advertising - TV News Check
$12B Projected In 2024 For Local Health Care Advertising  TV News Check

Genius Sports Launches FanHub ID, First Unified Fan Identification Solution for Advertising - Sports Video Group
Genius Sports Launches FanHub ID, First Unified Fan Identification Solution for Advertising  Sports Video Group

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Political Issue Advertising: The Blessing and the Curse! - Radio World
Political Issue Advertising: The Blessing and the Curse!  Radio World

AJ Styles Featured On 12/8 WWE SmackDown Advertising - Fightful
AJ Styles Featured On 12/8 WWE SmackDown Advertising  Fightful

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

Advertisers Can Learn from Political Marketers - Street Fight
Advertisers Can Learn from Political Marketers  Street Fight

Internationally Recognized Advertising Studio Calls for Industry Reform as UN Climate Change Conference Convenes - Yahoo Finance
Internationally Recognized Advertising Studio Calls for Industry Reform as UN Climate Change Conference Convenes  Yahoo Finance

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

French Companies Created These Zany Vehicles To Advertise Products During The Tour de France - The Autopian
French Companies Created These Zany Vehicles To Advertise Products During The Tour de France  The Autopian

National Advertising Division alerts FTC to company's melatonin advertising claims - Nutritional Outlook
National Advertising Division alerts FTC to company's melatonin advertising claims  Nutritional Outlook

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

Advertisers flee X after Musk rant - The Hill
Advertisers flee X after Musk rant  The Hill

UK advertising authority bans airline adverts over “greenwashing” - Airport Technology
UK advertising authority bans airline adverts over “greenwashing”  Airport Technology

Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ... - WDW News Today
Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

New law prohibits retailers from selling, marketing, advertising e-cigarettes to minors - KAMR - MyHighPlains.com
New law prohibits retailers from selling, marketing, advertising e-cigarettes to minors  KAMR - MyHighPlains.com

CAIA: Ottawa Anti-Salmon Farming Billboards Removed for False Advertising - SeafoodNews
CAIA: Ottawa Anti-Salmon Farming Billboards Removed for False Advertising  SeafoodNews

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Progressive portrayals in advertising drive short-term sales and long-term brand equity: Ruchira Jaitly, Diageo India CMO - Storyboard18
Progressive portrayals in advertising drive short-term sales and long-term brand equity: Ruchira Jaitly, Diageo India CMO  Storyboard18

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Advertising foods high in fat, sugar or salt (HFSS) - Lewis Silkin
Advertising foods high in fat, sugar or salt (HFSS)  Lewis Silkin

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Are Robust Financials Driving The Recent Rally In Vertoz Advertising Limited's (NSE:VERTOZ) Stock? - Simply Wall St
Are Robust Financials Driving The Recent Rally In Vertoz Advertising Limited's (NSE:VERTOZ) Stock?  Simply Wall St

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

The in-game advertising (IGA) opportunity | NATIONAL - NATIONAL Public Relations
The in-game advertising (IGA) opportunity | NATIONAL  NATIONAL Public Relations

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity - MarTech Series
IAB Releases First-of-Its-Kind Research Report on the Creator Economy Advertising Opportunity  MarTech Series

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

Amazon Strikes Three-Year Streaming Ad Pact With IPG Mediabrands - Variety
Amazon Strikes Three-Year Streaming Ad Pact With IPG Mediabrands  Variety

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

MysterVibe Launches OOH Vibrator Advertising Campaign in a UK First - Femtech Insider
MysterVibe Launches OOH Vibrator Advertising Campaign in a UK First  Femtech Insider

Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | Advertising - Campaign India
Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | Advertising  Campaign India

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies - Investopedia
How Musk's Tirade Against X Advertisers Affects Disney, Meta and Other Companies  Investopedia

Advertisers will ramp up spend on creators in 2024, IAB forecasts - Yahoo Finance
Advertisers will ramp up spend on creators in 2024, IAB forecasts  Yahoo Finance

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Walmart is the latest advertiser to pull ads from Elon Musk’s X - CNN
Walmart is the latest advertiser to pull ads from Elon Musk’s X  CNN

The 16 Hottest Adtech Companies Solving the Industry's Big Challenges - Business Insider
The 16 Hottest Adtech Companies Solving the Industry's Big Challenges  Business Insider

Microsoft Advertising Partners With Baidu Global For Chat Ads API - Search Engine Journal
Microsoft Advertising Partners With Baidu Global For Chat Ads API  Search Engine Journal

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Walmart stops advertising on X, adding to growing list of companies - Fox Business
Walmart stops advertising on X, adding to growing list of companies  Fox Business

Town addresses 'fraudulent invoice' from HopNews, media advertising policy - Hopkinton Independent
Town addresses 'fraudulent invoice' from HopNews, media advertising policy  Hopkinton Independent

Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’ | Analysis - Campaign Asia
Media buyers: ‘Advertisers are not responsible for keeping X afloat — or shutting it down’ | Analysis  Campaign Asia

Elon Musk calls for Disney CEO Bob Iger to be fired over ad buys after company pulls money from X - New York Post
Elon Musk calls for Disney CEO Bob Iger to be fired over ad buys after company pulls money from X  New York Post

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

How mobile tech has significantly transformed storytelling and advertising strategies - Adgully
How mobile tech has significantly transformed storytelling and advertising strategies  Adgully

TV Advertising: Content providers says partnerships with third party platforms is key to growing audiences - Digital TV Europe
TV Advertising: Content providers says partnerships with third party platforms is key to growing audiences  Digital TV Europe

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

DoubleVerify Report Exposes Key Trends & Opportunities for Advertisers in 2024 - Adgully
DoubleVerify Report Exposes Key Trends & Opportunities for Advertisers in 2024  Adgully

Only around a third of ad dollars reach 'intended audiences,' ANA finds - Marketing Brew
Only around a third of ad dollars reach 'intended audiences,' ANA finds  Marketing Brew

Elon Musk pans Paris Hilton's advertising campaign on X after boycott - Business Insider
Elon Musk pans Paris Hilton's advertising campaign on X after boycott  Business Insider

Clickbait ad farms Made for Advertising - AdNews
Clickbait ad farms Made for Advertising  AdNews

Horrifying moment Massachusetts advertising agent's lifeless body is DUMPED from his white Porsche SUV and lef - Daily Mail
Horrifying moment Massachusetts advertising agent's lifeless body is DUMPED from his white Porsche SUV and lef  Daily Mail

TV Advertising: ITV boss says main focus is to grow digital advertising across ITVX - Digital TV Europe
TV Advertising: ITV boss says main focus is to grow digital advertising across ITVX  Digital TV Europe

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

Elon Musk demands Disney's Bob Iger resign after pulling ads from X - after telling him and other advertisers - Daily Mail
Elon Musk demands Disney's Bob Iger resign after pulling ads from X - after telling him and other advertisers  Daily Mail

Spanish newspaper association files multimillion-euro suit against Meta over advertising practices - ABC News
Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

Scope3 Expands Carbon Measurement Capabilities to Include DOOH Advertising - MarTech Series
Scope3 Expands Carbon Measurement Capabilities to Include DOOH Advertising  MarTech Series

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025” - Hollywood Reporter
Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

Balkan study finds global brands spend billions advertising on misinformation sites - EURACTIV
Balkan study finds global brands spend billions advertising on misinformation sites  EURACTIV

After Musk tirade, X faces prospect of more advertisers fleeing - Reuters
After Musk tirade, X faces prospect of more advertisers fleeing  Reuters

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

What is the controversy about Walmart pulling their advertising from X? - AS USA
What is the controversy about Walmart pulling their advertising from X?  AS USA

Lack of Diversity, Inclusion in advertising; Women stereotyped, abysmally low representations of LGBTQ+, people with ... - Storyboard18
Lack of Diversity, Inclusion in advertising; Women stereotyped, abysmally low representations of LGBTQ+, people with ...  Storyboard18

UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims - The Guardian
UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims  The Guardian

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