For your marketing materials to really throw a punch and get people's attention, you should create a handful of different types of marketing pieces, including full color brochures. Here are the basic components you'll need to create a great marketing toolkit that starts with a two-pocket folder, which you'll then fill up with the items I mention afterwards. This folder full of info makes it easy to hand out info at trade shows, conferences or even at your store.



A folder with two pockets

That's right; I'm taking you back to jr. high where you had a folder for everything! But this type of folder will look a bit more professional. This folder can hold everything from full color brochures to sell sheets to presentation notes at a conference. You should design the folder to look professional, with a nice image or design (could be your logo) on the front and on the inside flaps. Your folder should have a sleek and glossy finish. Many folders come with a business card holder pocket on the inside flaps. Use them. And fill the folder with the following:

1. A ?differences? page. Don't use this page as a way to tell people what you do. Use your brochures for that. This one-page addition to pop in your folder should tell people how your company and/or your product is different. Think about benefits you offer that are unique that none of your competitors can offer. Limit yourself to four or five points, and use a large font so your points take up most of the page.

2. A ?case studies? page. Pick clients or industry examples that highlight how your product or service solved someone else's problem. Case studies are a great way to give proof of what you can do. A case study is like the ultimate right answer in a job interview ? you have to demonstrate how you did something by telling a story. State the situation, the challenge or problem, your solution and the result. As your business gets older, you can add more and more stories or swap small victories for larger victories.

3. A ?testimonials? page. Ask satisfied customers to give you quotes about how you helped them solve a problem or what benefit your product provided for them. This page will probably be your strongest item in your folder, so take your time on it and choose the testimonials wisely. Effective testimonials are clear, specific and use numbers if possible. Also, be sure to include a photo and the customer's real, full name under the quote so that it doesn't look fake.

4. A ?history? page. For people who are interested in getting to know your company a little better, include the story of how your business started and any hardships you overcame on your way to today. Many entrepreneurs have great stories that will win hearts and customers, if only they're told. Use this marketing page to tell your story and become more personable to your prospects.

Along with these specific pages, add any other kind of literature ? brochures, sell sheets ? that you think people will want to know.