Get to work on a Media Kit – WE LOVE IT when you make our job easier!
Did you know that every business should have a media kit? It’s true. They’re not just for celebrities and politicians. This isn’t a matter of all the cool kids are doing it either. It’s a matter of getting your brand information out in a visually appealing, rapidly consumable manner- special emphasis on the rapidly consumable part.
You’ll find at LiJL – we love you more, when as a guest, guest host or host you show up with a media kit. When you give us a media kit, it means we have what we need to market your appearance. You’re seen as someone who’s had exposure and understands the needs of our production team. We see you as more professional in your own marketing endeavors.
And while we’re on the subject, nix the Gmail, AOL, Yahoo and heaven-forbid Earthlink email accounts. First off, they don’t appreciate your marketing efforts – if they did, they’d be paying you. I don’t care if it is “firstname.lastname@example.org” you’re diluting your brand with each contact you make. And finally, it just doesn’t look professional. Rant over. For now…
Media Kit 101
Some things to remember:
- Keep it visually appealing – unless you’re a visual artist or graphic designer, get some help with this. Whether you invest in a branding package, use Fiverr or find a template you want to use as a spring board, your attention to the aesthetics will pay off with a beautiful new marketing tool.
- Reflect your brand – whether in feel, colors, theme or all three, you want to make sure your business is what shines in this tool. There are some marketing “experts” out there who use a standard for ALL of their clients, pretty cookie cutter. Is that what you want? Yes, red and blue on a white background are visually appealing and infer trust and power through the psychology of color, but do you really want to look like everyone else that came out of that marketing assembly line?
- Review, review, review – get another set of eyes on it. You want balance of content, information, color, etc. You want to make sure you’re focusing on what you really want to convey. And don’t be afraid to update as needed. Because things change and your marketing needs to reflect those changes. Remember, you only get one shot at making a first impression.
While you won’t likely use all aspects identified below, you’ll want to use the ones that make the most sense to you and your business. Identify the most important information you want to convey with this tool and go for it. There really is no standard for delivery, layout or content. Get creative, toot your own horn and pat yourself on the back, this is the format and platform for doing just that.
1. Welcome – Nice to meet you!
Introduce yourself and your business, explain who you are, what you do and what purpose your business serves. Of course, this is easier said than done. I understand writing about yourself and playing up your accomplishments can be uncomfortable. And if you’re getting caught up on writing out your professional bio, don’t be afraid to hire a copywriter. An outside source can view you more objectively and pull together your highlights without that layer of self-consciousness.
2. I believe in truth, justice and the American way!
Share your vision, mission, motto or manifesto. This is your way of differentiating your business from the competition and explaining what it stands for. I’m not saying fly your freak flag, OK, maybe I am a little. It pays to be different because customers have so many choices and after awhile, it all begins to feel the same. Your teenage years were about conformity. Essentially, your business vision, mission, motto or manifesto should be about what you do bigger, bolder, better and or faster. Differentiation is a good thing. Please, don’t be afraid to be unique, it’s what’ll draw your tribe to you. According to the woman in the tiara…
3. “I just Loooooove (insert your business name here)!”
“Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that surrounding people possess more knowledge about the situation.” Wikipedia
Now, this is a case of all the cool kids are doing it. At least from you potential client’s perspective, based on prior client’s experience. Don’t think this is valuable? You know you check Yelp, TripAdvisor and other online platform for testimonials. Think you’re the only one?
4. “Excuse me, are you open on Saturdays?”
If you find yourself repeatedly getting asked the same exact questions, stop and take note, since getting out in front of those inquiries will save everyone a bit of time. And FAQ in your media kit can also steer your potential client in the direction of signing up for your incredible offer (you do have one right, yeah of course you do.)
5. And these are the people I LOVE working with!
Remember, your potential clients may have never worked with someone in your industry before. They’ll want to know that they’re making a sound decision and if they don’t have any mutual friends that have worked with you, the next best thing is a lit of clients who’ve taken the leap. When you include a list of notable clients and brand relationships, your potential client will mentally align themselves with the bigger name they see in print. And if it’s good enough for the Queen of England (just an example), well then, it’s good enough for me!
6. Look what I can do! Look what I can do!
You should share the work you do in clear and concise terms. Share the aspects you enjoy the most or specialize in. I love public speaking, doesn’t everybody? In all seriousness I enjoy this more than most. And I excel at it. So, I of course highlight it in my media kit. Because, when you tell us what you love to do in your work, we get a glimpse at your programs, products and services.
7. Money makes the world go ’round…
You may wish to share packages and rates, especially if you’re not great at talking about money. Clearly listing your services with base-level pricing and an outline of what the client receives makes it clear from the beginning what the investment is to work with you. Essentially, you should never surprise anyone when it comes to money. Be upfront right out of the gate so your client can make an informed decision. Or at least identify how your pricing structure is applied. In one of my programs I explain each client has different needs and each program is custom designed to meet those needs, programs begin at $5,000 and we offer payment plans. Pretty clear that a minimum investment of $5,000 is on the table.
8. Have you heard it’s a numbers game?
When you’re offering a service where your stats are of particular importance, include your blog and site numbers along with social media stats. For us podcasting numbers and podcast downloads are important. Determine what numbers matter in your world. And BONUS points if you go one step further and provide demographics and metrics. They’ll add to your credibility. And that will help potential sponsors, advertisers and B2B clients determine if they are in the right place.
9. A-B-C & 1-2-3
Do you have a process you follow every single time? Coaches and many other service providers usually have a specific set of steps they’ve mastered to deliver a consistent outcome. And your media kit is a great place to list them so potential customers understand what goes into your work. When you outline your standard processes, it helps clarify the 90 minute evaluation and media review are part of the service, that this behind-the-scenes work contributes to you rates. And helps ensure quality outcomes.
10. Here’s my number… call me
The back page of your media kit should include clear instructions about how to get in touch with you. While you may opt to hide behind your website for general client contact – you know who you are Miss-only-use-my-contact-form if you want to reach me. I want to make it very clear to you that you should have a web presence, a social media presence and you should have a means of contact. I can’t tell you how many potential clients we’ve passed on as they only had one or two of the three. I’m disappointed by the “firewall” many have created in their business efforts to limit unwanted contact.
I get it, you want to reduce spam. You want to capture every potential lead. And now you’ve lost our business and JV opportunity as well. True story. You should understand the purpose of having a business is to serve others. Period. End of sentence. Unless you’re Tony Robbins, I doubt you have thousands of contacts reaching out daily. And if you are Tony Robbins, you can clearly afford the staff to filter the contacts and direct them accordingly.
I want you to think about the business you’re losing by not having a media kit or easy to access contact information…
I’ve used a my one page media kit in the image here and you can access my full media kit HERE.
Your turn: Do you have more than one media kit example? Please post a link to yours below – we’ll share you with the world and you’ll be helping another reader with some good old fashioned inspiration.