Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

Promotional Package
A promotional package is a portfolio (or a two-pocket folder) containing a résumé
or bio sketch, an introductory press release, a list of references or a client list, and
a company history and description. You might also include a list of publications
you’ve written and a list of your services and/or products. Testimonials can be used
effectively here. Include either a page of your clients’ rave reviews or several letters
written by your clients on their letterhead. If you are just getting started as a consultant,
ask your former employer to write a testimonial letter. You may also be
able to obtain testimonials from people for whom you are doing small start-up
projects or even pro bono work. Add photos and a brochure to complete your
package if you have them available.
Luick tip . . .
Collect testimonials from satisfied clients to use in your marketing pieces.
You cannot start too soon.
You could print the pocket folders or purchase one off the shelf and buy stickers
imprinted with your logo to add to the front. Stickers can be a part of your entire
stationery design plan. We use Stephen Fossler Company (800/762–0017) in
Crystal Lake, Illinois. They are probably the best in the business. Give them a call
for a catalog and samples.
Your promotional package will be used by publicity folks. In fact, they expect
you to have a promotional package. If you are speaking or presenting a seminar
covered by the media, you will want to take it along. You could probably get by
without one. However, I do mention it here because with a slight variation it could
serve you well until your brochure is printed.
As your business grows, your image will evolve. If you cannot afford a complete
marketing package at once, plan ahead and try to maintain one look as much as
you can. You may pay for the design of a logo, business cards, and a brochure but
print only the business cards at first, adding the other pieces as you have money.
This will ensure a singular image. Besides projecting the image you desire, you also
want your business to be easily identifiable from others. You will need to find the
right balance between looking professional and standing out from the crowd.
Marketing Image: What Message Do You Send? 63