How to Make a Press Kit

It's never to early or late to develop a press kit.  A press kit is a folder with information about your company and products.  It can have samples or photos of the products, catalogue, business card, company info sheet, and so on.  These are wonderful to have on hand so you can send them out as businesses call you for information.  They are especially good to have as a follow up to a press release.

If you are going to be sending out 100s of these it is a good idea to invest in custom printed pocket folders for the presentation will be much more professional.  Most companies send out Press Kits that are custom made.  Several places will print them for you or you can get ones that you print on yourself.  Contact us for a FREE quote on getting your folders done with us a Sette Publishing.

Content

So what do you need to include?  First of all put a business card in the proper place in the folder if it has a business card spot.  Then you€™ll need a catalogue or product information sheet if it is a single product, company fact sheet, brochures if you have them, product sample if it is printed matter, small promotional items if you have them, any review articles, a customer testimonial sheet, company newsletter, and an information letter which should be in the front of all the other info.  

Business cards and catalogues are self-explanatory.  The company fact sheet is a document describing your business.  It should include: mission statement, history of the business, department heads and a short biography with contact information on each of them, overview of the products you carry/services you offer, and any other important info about your business.

Brochures and product samples will aid the reader to get an understanding of the product.  Especially good for editors and writers who may be doing a story on you, they can give a mini-testimony of the product if they have seen some of it.  You don't include the WHOLE BOOK, just a couple pages of it.  If it is not printed material, like bath tubs, you'll need a brochure with full color pictures and detailed description. 

If you have any small promotional items, be sure to include those.  People love FREE stuff.  They forget it's a sales pitch and start to enjoy looking through the goodies.

Review articles and testimonies are highly underestimated.  Do your homework.  Get previous customers to write a couple paragraphs about the product and your company.  If you are just starting out, give samples or drafts out and get statements that way. 

A company newsletter should be up-to-date and include events, sales, and helpful articles. 

The informational letter introduces yourself and the briefly the business and product category.  It should stimulate the reader to look through the whole kit.  Let them know what is in the kit and why they should read through it all.  The more information the better.  Don' worry about, what if they don' want to read it all.  If they don', they won'.  But they may save it for later or pass it on.  

Assemble all the information in an appropriate matter.  The information letter first, followed by the company fact sheet and newsletter.  On the other side, if there are two sides, put the catalogue or product information sheet.

What to do with the Press Kit and Where to use them

They are very valuable to general business leads.  Use them as follow up for your press release for the magazines that call you for more info or who say they may be interested in doing an article.  Don' wait for them to specifically ask for it.  You can hand them out at trade shows, expos, community events, or even in the office. 

When don' you need to send it out?  You don' need to send a press kit to every consumer customer.  It would get pretty expensive and they don' necessarily need all that info.  It is designed for business to business or business to marketer.

You will want to have a Press Release to include. Click here to see how to make a press release.

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Last modified October 7, 2009
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