Does your business need a press kit and why?

College professor providing guidance to a female student

Does your business need a press kit and why?

I’m Dave Deicke and from time to time I am asked by a media outlet for a press kit.  This is a kit you put together about your business including its background, it’s mission and area of expertise. It will also say when you are happy to talk to the press and media, and what about. I’ll bet you’re wondering why you’d need one because you probably think it is for businesses who are always in the media spotlight – but that is not the case. The term ‘press kit’ is misleading if you ask me because press kits aren’t just what their name implies.

We call them “Business Information Kits” because that’s what they really are. They are meant to inform everyone, not just the press about you and your business.

Once you have a business information kit, you’ll find you’re often giving them when someone asks for information about your company–who you are, what you do, how you can benefit them. Sometimes you give them out at the same time as giving out your business cards.

While it may work to give someone your business card, other people, like business to business clients, sometimes a business information kit is more helpful.

Sometimes you meet people and you think this is a good person to send more information about our business to, so the next day you send them a business information kit.

If you’re a plumbing company, for example, you might want to contact construction companies in your area to see if they’re interested in subcontracting your company from time to time, or better yet all the time! Sending just a business card probably won’t help much, but sending a kit will get their attention. Even sending a well-written letter introducing your company together with your business card probably wouldn’t be as effective as a complete information kit.

Your business information kit tells people who and where you are, just like your business card does. But instead of one little line suggesting what you do, your information kit tells people exactly what you do. How well it tells them what you do depends on how good your copywriting is. And it can tell them how to buy, (with your convenient order form for example, or by phone or fax, with cash, check or credit card) and when to buy (today, right now, before the special offer expires).

Your business card doesn’t have the room to tell people why they should buy from you, but your information package does. And not just by telling them you’re the biggest, the best, and of course the most innovative either.

The real secret is convincing people they can’t do without your product or service, remembering that along with a great description of your product or service, to consider your information kit from your clients’ perspective. Everyone wants to know how what you do can benefit them. How you can save them time or how you can save them money, or how you can make their life just a little bit easier.

You cannot compete with big companies without one, and you’ll be miles ahead of the small businesses that don’t have one. And while we’re talking about professional image, imagine how your small business will be perceived when you have the ultimate in professional image– a matching corporate identity package, information kit and small business website.

DAVID DEICKE

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