Developing A Media Kit Built To Sell
© Karon Thackston 2003
Marketing Words, Inc.
When trying to sell advertising (in your ezine, on your site or for other applications)
you'll often get the response, "Send me your media kit and I'll look
it over." That sentence usually strikes a note of anxiety in most small business
owners. I think the reason is because many don't understand what a media kit is or what it
Media kits that advance your sales offer certain components designed to give a clear
picture of the benefits of advertising with you. It paints a picture of what the
prospective customer will receive and how the customer will expand his/her customer base
due to exposure to your subscribers or site visitors.
A media kit usually contains the following:
- Stats page
- Press release or advertisement copy
- Business card
- Company profile
- Photos or samples
- Testimonials from customers
- Cover letter
- All enclosed in a folder (unless it's an online media kit)
Let's take a look at each component and how they help to build an impressive image of
your advertising offer.
Consider the questions you would have if purchasing advertising from others. You would
most likely want to know the circulations of an ezine, or the number of hits or page views
a site receives. You would be curious as to how many new subscribers or visitors they
receive monthly. You would want information on the target audience this outlet reaches
(including ages, sex, occupation and education level). Finally, you'd want to know the
cost of the available advertisements.
Laying out all this information in an easy-to-read style will allow your prospects to
view, at a glance, the pertinent information they need to make a decision.
A press release or advertisement copy (called a tear sheet) is generally included in
order to show the customer that you are actively promoting your publication or site.
Media/advertising buyers understand that a business which continually increases its
circulation or page views is more likely to provide good results.
Make sure your release or tear sheet is recent. It won't make much of an impression to
send outdated material.
Yes, your contact information may be on your site, or you might have provided it to the
customer via email or phone. However, including a business card is a simple courtesy that
prevents the customer from having to look for your information. For online media kits
simply provide a link to your contact information. The key is to make contacting you and
placing orders simple.
This document should include a brief company history along with other more recent news
about your business. Growth ratios, estimated sales figures, percentages of circulation
increase over the last several months, etc. can all be included to show the advertisers
that our business is a good investment for his/her advertising dollars. The profile should
be approximately two pages in length.
Photos or Samples
Everyone likes to see what they are purchasing. Providing a sample issue of your ezine
or a few photos (screen shots) of your Web site displaying banner ads, etc. is a good
visual motivator. It also allows the advertiser to experience your product first hand.
Testimonials From Customers
Showing the end results from other's advertising experiences will make quite an impact
on your customers. When they see that current customers are getting excellent results from
their ads, you demonstrate the effectiveness of your offer. If you don't have any
testimonials, ask your current clients for some. Suggest that they include the length of
time they've advertised with you and what their average results have been.
If you'll be mailing paper media kits, be sure to include a cover letter. Thank the
prospect for their interest and make specific references as to how your publication/site
has provided success for others in related industries.
All Enclosed In A Folder
A professional presentation is vital. Unfortunately, I've seen far too many
"cheap" looking media kits. They were simply printed on standard copier paper
(or worse yet... were photo copies of originals), stapled or paper clipped together and
shoved into an envelope. That approach won't convince anyone to purchase from you.
Print all your materials as originals onto laser (or better quality) paper. Place them
neatly in a heavyweight, pocketed folder.
For online kits, create a downloadable pdf document in Adobe. This will allow your
visitors to quickly get your information in a convenient form that is readable by both Mac
Remember... these prospects don't know you. They are trying to make a decision, and the
only thing they have to base that decision on is what you offer them. Make sure
professionalism is a primary consideration in everything you do.
Once your complete media kit is professionally prepared, it will offer your potential
clients all the information they need to see why your advertising offer is one that will
be well worth the money!
About the Author:
Most buying decisions are emotional. Your ad copy should be, too! Karon is
President & CEO of Marketing Words, Inc. who offers targeted copywriting, search
engine copywriting, and ezine article writing. Subscribe to Karon's free ezine at http://www.marketingwords.com/ezine.html
or visit her site at http://www.marketingwords.com
. You can also learn to write you own powerful copy at http://www.copywritingcourse.com .
Also by Karon Thackston:
The Step By Step Copywriting
Book: This widely acclaimed ebook by shows you how to write effective web copy
that both sells and ranks high with the search engines.
The Step By Step Guide to
Creating and Promoting Your Ezine: The author walks you step by step through
every single element of creating and promoting an ezine. If you are serious about
effectively promoting your business and building profitable relationships with your
customers using email marketing read this ebook first.
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