Small Business Press Kits

Small Business Press Kits

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Why does your small business need a press kit? It’s simple. Small business kits aren’t just for the press, being the small business information packages they are. You need a small business press kit to augment your business card, which has only limited information about you and your company.  It tells clients 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. 

Click here for a sample press kit composed by DocuMaker Communication Solutions. Some of the more common parts of a press kit include:

•    Business card
•    Small business brochure
•    Letter of introduction
•    Product or service review
•    Press releases
•    White papers
•    Recent articles
•    Price list
•    Biography of key officers
•    Flyers, coupons or direct mail pieces
•    Information pamphlets

So, let’s talk a bit about each. And let’s start with the big one—your small business brochure. 

The Small Business Brochure

If your prospective client reads only one thing in your whole information package, it will most likely be your brochure since it captures the reader’s attention better than any other item in your package.  Most other items will be letters, articles or reviews. They’ll look good, and they’ll all match because they’re on your letterhead, but they won’t jump out at your readers like your full color tri-fold brochure will.  You’ll therefore want to make sure it’s the first thing people see when they open the front cover of your press kit. If you can capture their interest with your brochure, people are more likely to read the rest.

The first page 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.  You don’t want them to just look at the front cover and put it aside.

Inside, introduce yourself and review your product or service briefly.  Keep the introduction and review to the length of the first inside page or so, and add a few graphics or photos throughout the whole brochure with informative text to keep your readers’ interest.  Make good use of your headings as well, remembering that most readers will scan from left to right, stopping at graphics and headings, and sometimes reading the last paragraph.

Don’t forget to show prospective buyers how your product or service can benefit them. Too many times, small business brochures talk about their company or their products and services.  Most of your readers won’t care who you are, what you do or how you do it.  What they really care about is how you can benefit them, how you can save them time or resources, and how you can make their lives easier. 

On the last page, summarize the inside pages, or list products or services in point form as a reminder.  You could even add a price list, if you have one.

Letterhead Materials

The next several items in your small business press kit are written on your letterhead.  Put the letter of introduction just behind your brochure, or include it outside the information package cover if you’re mailing it. A letter of introduction is usually a short, one-page letter introducing yourself and your company, and thanking the recipient for taking the time to look at your kit.

Your product or service review could be long or short, depending on what you’re offering.  Regardless, this is not the place to stress benefits. It is the place to simply to list and describe your services or products instead.  You can combine a product or service review with your price list very effectively.

Include press releases about your company as well, and relevant articles.  If you don’t have any, don’t worry.  You can get some written specifically for your information kit.  Include announcements of your grand opening, for example, or a new line of products, or your new location.

White Papers

Are you an expert in a particular area?  If you are, write a white paper to include with your information package.  White papers help establish you as an authority. Specifically, a white paper discusses specific business issues, products, technology or other such topics.  It summarizes information about a topic, and it then suggests a proposal for action, referencing research data to justify the reasons for the action. And it does all of this in terms most people can understand, with the goal of educating consumers and marketing your product or service.

A biography hosts short one-page biographies of officers which highlight key areas of expertise and levels of experience in your industry.

Other

Flyrs, coupons and direct mail pieces (i.e., direct mail sales letters) can also go in a small business press kit.  Flyers and coupons emphasize current specials or discounts. When you’re thinking about specials or discounts, try to create a sense of urgency by making these tools time- or quantity-limited.  And, consider the 10/10 rule, which says people are most likely to buy when they see discounts of 10% or $10.  Or, better yet, offer something extra free.

Keep these tools 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.  And, just like in your brochure, write your direct mail sales letter for how people will read it, scanning left to right, and stopping at graphics and headlines, and the P.S. 

Assembly

Current events can be found in our Press Kit News section.

Now that you’ve gotten all your information package items written and printed, it’s time to put them all together.  Buy covers in your company colors and have your logo and business name printed on them.  Put your business card in the front slot and your information in the inside pockets, making sure your brochure is the first item they’ll see.  Then send it out, and sit back and wait for responses about 2 weeks before making a follow up call.