How to Create a Marketing Kit that will Land your Dream Client
One of the toughest aspects of being self-employed is, for many, the idea of self-promotion. I know that, personally, the thought of praising myself and my skills in order to advertise my business used to make me cringe so hard I wanted to curl up into a ball. How did I get over this crippling discomfort? By making sure I was promoting my services in the most professional way possible.
The term ‘marketing kit’ or ‘marketing pack’ (or sometimes ‘media kit’) is one you may have heard online. A tool often used by influencers and bloggers, a marketing kit is, in fact, essential to any freelancer, allowing potential clients to see exactly what you can do for them; it’s your chance to allow yourself to stand out from the competition, and do so in your own way.
If you need to create a killer marketing pack that will help you land your dream client, then keep reading to discover how.
First, what exactly is a marketing kit?
Think of it as a kind of press release for yourself. A marketing kit is a document (usually a PDF) detailing your values or mission, services, prices, and short examples of your previous work that can be sent to potential clients to explain why they absolutely HAVE to work with you. It should summarise who you are and what you can offer in a 1- or 2-page document. Sounds impossible, right? Luckily, we have all the answers you need.
Let's talk about your cover email
Cover emails can be tricky to get right. Whilst they may seem like a last-minute add-on, or something to accompany your marketing kit, you have to remember that the cover email is the very first thing that your potential client will read, and will therefore play an essential part in forming their first impression of your business. Here are some helpful tips (and suggestions of what NOT to do).
1. Make it personal
You can guarantee that any email beginning with ‘Dear Sir/Madam’ is going STRAIGHT in the bin. Why? Because the reader knows that you’ve sent out a million of these things, copied and pasted out to different customers. While sending marketing kits out to multiple clients is, of course, okay, you never want to make them seem like they’re just a number. Instead, do some research into the company. Who is the relevant person to contact? What’s their name? What do they specialise in?
Even an action as simple as addressing the email personally to them will give them much more incentive to read what you have to say. If you can’t find their name anywhere, then start by addressing your email to “Team [Company Name]”.
2. Make it short
Your marketing pack should already say everything you need to say. Keep your cover email light, friendly, and, most importantly, short. Briefly introduce who you are and what you do, and explain in a straightforward way why you think that your services would benefit their company. Remember, before signing off, to include alternative contact information, in case they want to get hold of you.
3. Follow it up
Nowadays, people’s inboxes are swamped with emails, promotions, and newsletters. If you find that clients aren’t responding to your marketing kit, it could simply mean that they haven’t seen it! Make a note of the date you first reached out to each potential customer, and contact them again after 2 or 3 weeks, asking whether or not they’ve had a chance to take a look at your previous email. To bump your original email to the top of their inbox, send this follow-up message as a reply to your first message.
Now for the marketing kit
The first question you’re probably asking yourself is: where do I start? The simple answer is: Canva. If you’re not familiar with Canva, it’s a website which allows you to create graphics for pretty much anything, from Pinterest Pins to website banners and, obviously, marketing kits. If you’re a little stuck on your layout, then Canva offers a huge range of templates for you to choose from and then customise to best suit your brand image. If you’re a graphic design pro, then you can also start from scratch! Just make sure your text and imagery is clear, to-the-point, and well-spaced out – if it looks crowded and confusing, clients won’t bother to read it.
Here’s what your marketing kit needs to include.
1. Your name and logo
This may seem blindingly obvious, but your name and logo should be the first thing that a potential client sees when opening your marketing pack.
2. Some information about who you are
What do you do? Explain briefly and concisely what your business consists of and which areas you specialise in. Everyone’s story is different, so include a little about the journey you’ve taken to get to where you are today. What is your company mission? How do you help your clients? What makes you stand out from competitors?
3. The services you offer
Outline the different services you can offer your potential client with a brief explanation of what that service entails. You can also choose to include pricing within this section.
4. Testimonials + reviews
What have previous clients said about your services? Why should this potential client choose you over your competitors? Client testimonials are a valuable tool not to be underrated when it comes to promoting your business.
5. Case studies/client list
You can choose to include one or both of these aspects, depending on how much space you have left. If you choose to include a case study, make sure to explain how your service benefitted that client, or how you solved a particular problem they were experiencing.
6. Anything extra
If there’s something extra you can do for your client that makes you stand out from the crowd, now is the time to mention it. Maybe there’s a particular aspect of your service that clients can’t find anywhere else, or maybe you have skills in other areas that clients could make use of? Your individuality adds value: take advantage of this!
7. Contact information
So, the potential client is interested in working with you. But where can they find you? Make sure to include all social handles and means of contact when listing your contact information.
BONUS TIP | If you offer a number of different services to various types of client, try creating a different marketing kit for each of your dream clients, with a focus upon the most relevant information. That way, each client will feel as if their needs are being personally cared for.