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What’s in a Marketing Kit?

A marketing kit encourages potential customers to buy from you by showcasing your products or services. It also shows them how you’re different from your competitors.

A good marketing kit makes potential customers think, “That’s my problem, and this company will solve it for me.” It will also educate suppliers, help form new partnerships, and inform the media about your company.

Before You Make Your Marketing Kit

Before you make your marketing kit, have a few things ready:

  1. Know your target market. By knowing your target market, you’ll be able to focus on what matters most to them.
  2. Determine what problem your service or product addresses. Outline the top three to five problems your potential customers face, with information about how your product or service can solve those problems.
  3. Draft statements about your products or services that you can use throughout your marketing kit. Use “you” and “you can” as often as possible. You should also use a lot of verbs.
  4. Make sure you have the basics covered – flyers, newsletters, letterhead, and business cards.

9 Things to Include in Your Marketing Kit

Your marketing kit might have slightly different information depending on whether you’re sharing it with a potential customer, potential partner, or with the media. In each case, however, share these nine elements to help sell your company.

Pocket Folder

A good pocket folder is essential for creating a good marketing kit; it’s the toolbox that holds all your marketing material. The folder will be your potential customers’ first impression. It can say a lot about your business before it’s ever opened.

You don’t have to spend a lot of money on a customized folder – you can buy a folder from Staples or Office Depot, then add a nice label to the front of it.

What Makes You Different

Create a document that showcases how your company is different from your competitors and explains the benefits of working with you. Make sure to stick with the top three to five things your target market cares about.

List of Services or Products

Your marketing kit won’t help you much if your potential customers don’t know what you’re selling. List your services or products and include details and pricing information.

Case Studies

Choose a handful of past customers and explain how your products or services solved their problem. Be very clear when stating the situation, the problem, your solution, and the result.

Case studies are great because potential customers can see themselves in the studies and see how you’ll be able to solve their problems. Eventually, you’ll have a lot of case studies to choose from, so you can pick which ones to include based on what would be most relevant to each potential customer.


Ask past customers to share their thoughts about what is was like working with your company. Gather all your testimonials in one place and share them with potential customers.

Client List

Include a list of customers you’ve worked with in the past. Potential customers will see that you know what you’re doing and can even talk to some of your past customers to get their honest feedback.

Process Descriptions

Create checklists and flowcharts to show your potential customers how you keep your promises. These could be checklists that you use anyway, but take the extra step to include them in your marketing strategy.

By describing your processes, you’ll also be able to justify your prices.

Your Story

Every company has a unique story. Share yours. Tell potential customers, potential partners, and the media how you got started and how you’ve gotten to where you are now.

Showcase Your Product or Service’s Problem-Solving Abilities

Showcase your product or service’s strengths in a unique way. If possible, share something interactive – like a puzzle or a checklist of things to consider before purchasing. Because your potential customers will already be interacting with your company, they’ll remember you in the future.