If prospects think you're just like everyone else, let your marketing kit prove otherwise.

No one likes to be sold, but everyone likes to buy. Your marketing materials should be designed in a way that guides your prospects logically along a path from education to trust to wanting to build a relationship.

At first, your prospects believe your firm is pretty much like any other firm that does what you do. And just looking on the surface, they're right. If you're an electrical contractor, your employees probably wire a ceiling fan the same way other electricians do. The difference, though, is the level of service, professionalism and communication you provide--and of course, your 27-point safety checklist and personal story. That's the stuff they need to hear, the stuff that makes them say, "This is someone I can trust to come into my home, someone I want to refer to a friend."

Don't turn your prospects off from the beginning with the typical sales copy. Your marketing materials should function more as informational products than as sales materials. A marketing kit is an effective tool to help educate prospects about your business. If properly constructed, your marketing kit will make your firm the obvious choice when prospects compare it to other businesses that do what you do.

Your marketing kit should include some combination of the following information:

Your "difference" page:

Use this page to explain how your firm is truly different than your competition and designed to meet a very specific need in a very specific way. In this section, don't worry about telling your prospects what your firm does; focus on how you do it in a valuable or unique way.

A list of services:

Here, tell prospects what you do or offer. You may even need to create a separate sheet for each of your services or serviceareas.

Case studies:

Pick representative clients or industries and outline how your product or service solved their challenge. Case studies allow your prospects to see how they, too, can find relief.

Process description:

Show prospects how you do what you do. Create detailed checklists and flow charts that show how you keep your promises. Many people underestimate how much goes into delivering a quality product or service.
Your story:

Many companies have interesting--and even gut-wrenching--histories.

Tell your story in an open, honest and entertaining way, and you'll win their hearts as well as their heads.

You can also add testimonial letters, FAQ pages, copies of articles you've written, and reprints of any media coverage your firm has received.

The individual pieces of your marketing kit can, in many cases, consist of word-processed files that are laser-printed onto a template and tucked in a pocket folder for delivery. This format allows for inexpensive printing and a great deal of flexibility when you need to change or update your marketing materials. This format makes forgreat web content as well.

But will prospects even read all this stuff? As with all marketing efforts, some people will read it and some won't, but the ones who do won't hesitate to pay a premium to acquire the services of such an obvious expert.

没有人喜欢被强迫推销，但所有人都喜欢买东西。因此你需要精心设计你的市场推广材料，最后要能达到一种引导效果，首先要能够帮助你的潜在客户群了解你，然后让他们产生信任感，最后自然就想要同你建立合作关系了。

最初，你的潜在客户们会认为你的公司和同类企业没什么差别。从表面来看，他们是对的。如果你是一个电气工程类的承包商，你手下的雇员给吊扇走线的方 法肯定和其它电工大同小异。不过，你们还是可以有所不同的，同类企业间的差别可以是服务水平，专业程度，沟通方法 —
当然还应该算上你的‘安全守则27条’和个人经历。这些才是你的潜在客户们需要听到的东西，让他们觉得，“我能信任这个人，我敢让他到我家里来工作，我愿 意向朋友推荐这个家伙。”

不要偷懒去拷贝那些千篇一律的促销材料，这样会失去潜在顾客对你‘一见钟情’的好机会。你的营销材料应该更近似一种信息产品，而不仅仅是促销传单。

一套成功的市场推广材料可以帮助你向潜在客户介绍你的企业，当客户比较你和业内的同类企业时，设计出色的推广材料能够帮助你脱颖而出，成为客户眼中的不二 选择。

你的市场推广材料中应该包括下列一些信息：

“与众不同”：利用这一页内容来介绍你的公司与竞争对手之间的真实差别，有的放矢，目标明确。在这个部分中可以放心大胆的对客户们重申你公司所从事的业务；只要记住重点要放在你处理业务的方式上，让客户们了解你所用的方式有什么独到之处，又是多么有效。

服务清单：在这一部分中向你的潜在客户介绍你可以为他们做什么，或提供了什么优惠条件。 如果有需要，你也可以为每种服务或每个服务领域设立单独的表单。

个案研究：选择一些具有代表性的客户或企业，简要概括出你的产品或服务如何帮助他们解决了所遇到的问题。个案研究会让你的潜在客户看到他们所遇到的问题也可以通过你获得解决。

流程简介：用详细的步骤清单和工作流程表等方式向潜在客户解释你将如何实现对他们的服务承诺。成功实现高质量的产品或服务承诺并不是那么简单，但许多人都低估了背后所需的工作量。

你的故事：许多公司都非常关注——甚至喜欢挖掘——你公司的历史。用一种开诚布公，有趣又不失真的方式来介绍你的历程，最终一定能打动他们并且赢得他们的信任。

你也可以加入各种证明书，FAQ(常见问题)，你之前所写的相关文章，还有关于你公司的各种媒体报道。

你的市场推广材料包中通常可以加入一些预先处理的文件，把它们用激光打印的方式做成模版，然后放到文件夹中一起分发出去。这种形式可以降低印刷成本，也具有很大的灵活性，你可以更加方便的修改或更新市场推广材料，这些材料同样也可以是很好的网络内容。

你的潜在客户们会仔细看所有的这些东西吗？正如所有的市场推广一样，某些人会看，而某些人不会。不过，那些看过这些内容的人一定会毫不犹豫的掏出钱包，因为你已经展现出了非常可观的专业素质。