Utter the word “Media Kit,” and panic will spread across the ranks. There will be visions of high-priced, die-cut, black-on-black varnished folders. Someone will surely suggest a rainbow of different sized inserts, each cut 1/2” shorter than the previous one (just try reassembling that!)… and surely there will be a look of terror as you announce actual costs for printing inserts, rate cards, and data books. Even the idea of a digital media kit will trigger fear of resource commitments.
Big tip: don’t call it a “Media Kit.” Say “integrated collateral,” “first in a series,” “something to put into a folder.” You get the drift.
As a writer, you may be charged with organizing the entire package or at least, creating content for key pieces. Much like a child tackling a school project, it’s wise to divide and conquer. Break the project into small parts. Determine what elements are most important. Then set priorities and realistic deadlines.
Using a “Work Order Form,” “Job Start,” or “Creative Brief” can help crystallize goals and wants. All too often a client will say, “I need this piece of collateral,” only to have given it absolutely no thought. On the other hand, a good sales director will be able to answer these questions on-the-spot — and these are the ones you should ask even if he/she is reluctant to fill out a form:
Strategy
- What is the objective?
- Who is the audience?
- How will this be used?
- Is this a launch piece or sustaining?
- Informational or an offer?
- What is the call to action?
- What is the hoped-for result?
- What is the revenue projection from this piece?
Content and details
- Is there a deadline or promotional code?
- What are the competitive positioning points?
- What are the benefits?
- What are the weaknesses?
- Are there any guarantees?
- Are there any disclaimers?
Messaging and verification
- Should this dovetail with corporate themes?
- Is this on brand? Or is this a new brand?
- Do you have research or sourced statistics?
- Are there any media/industry quotes?
Do’s and Dont’s
- Are there technical terms I should or should not use?
- Is there anything else I should know? (like a previous bad experience)
- Can this be confused with another product or service?
- Is this ready for market?
- Give me the elevator speech about what you do.
Creative needs and production
- Let’s discuss format and quantity.
- What are the budget guidelines?
- Who is the point person for copy approval? Design?
- I’ll need a high res logo, tag line, URL, toll-free number, and address…
- … your professional license number, nonprofit status, trademarks.
- …your BRC and BRE set-ups, postal indicia, non-profit postal port.
- Can I get a comment from the head of your company?
- Please provide customer testimonials cleared for use.
These questions will point you in the right direction in terms of tone, content, and scope.
One more tip: think like a business person. This was conveyed clearly when developing a wall calendar. The designer had set up the months horizontally, 4 months per row. There were 3 rows, which correctly tallies twelve months – so what was the problem? The design didn’t break into business quarters – and that’s the way the world works. By reconfiguring the design into 3 months per row and 4 rows deep, we presented the year in a format that better served the client. Of course, the copy requirements on that job didn’t offer a highly creative forum for the writer, but it was the clear, logical thinking of that writer that turned it into a fully functional piece with exceptional shelf-life.
Tags: ask the right questions, Copywriting, media kits, sales strategy
Categories: Advertising, Business thinking, Creativity, How Tos, Production