Page 92 - Duct Tape Marketing

Produce Marketing Content That Educates

Duct Tape Marketing tool of choice for offline marketing materials
is something I call a marketing kit. The marketing kit is a collection
of carefully crafted, individual pages of information that help you
present the best possible case for why a prospect would buy from you.
The kit format allows you to create personalized inserts, frequently
changeable and updateable inserts, and inserts tailored to the specific
needs of a prospect.

The term kit helps describe the interchangeable fashion of the doc-
uments. The documents contained in the kit are assembled as needed
in a carrier, such as a pocket folder, and then produced quite often in-
house on the increasingly affordable high-quality desktop printer.

There are instances where higher-quality offset printing is called for,
but for most small quantity needs, it is hard to beat the “on-demand”
nature of the marketing kit. You always benefit from presenting a pro-
fessional image, but the content is the most important aspect of your
educational marketing materials.

I suggest working with a graphic designer to create a custom pocket
folder and then create complementary design for a template sheet to be
used when you print your individual pages in-house. This way you get
the benefit of offset color printing for your base sheet. Among other
things, the marketing kit contents should include your case statement,
your difference summary, your ideal client/customer description, your
marketing story, and your offerings.

In addition many people find that very cost-effective design tem-
plates from firms such as StockLayouts (www.stocklayouts.com) can
do the trick. This company features agency-quality market template
designs that are perfect to incorporate into your marketing kit creation.

Your Case Statement
A case statement, as the name implies, is a document created to

make your case to the donor—your answer to why anyone should give
you money. It may contain:

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