Clarification of Answer by
jbf777-ga
on
17 Feb 2003 11:42 PST
Hi Hammer -
No problem...
A physical press kit basically needs to consist of few essential
ingredients, which are typically packaged in a high-gloss or
professional matte style 2-pocket folder. An online version should
have the same typical ingredients, only electronically accessible.
The folder itself should have your company logo very large on the
front of it, and company contact information on the bottom of the
back.
Item 1: Pitch letter
Your pitch letter is a kind of cover letter that will create a good
first impression as to what your company is about. It should have
some of the elements of the company fact sheet [see item #2], but in a
business letter format. It should state up front why the reader
should care about what you're telling them. The letter should be very
easy to read and spacious, with company logo at top [preferably in
color], and very accessible contact information. It's helpful to
include a "P.S." -- many people skip right to that. Use bold and
italics to highlight key points. It should be anything but boring.
It needs to have the catchiness of an advertisement, but the
down-to-earthness of a business letter. Every sentence should be
written with the thought of "WHY YOU NEED US RIGHT NOW."
Item 2: Company fact sheet
One page list of essential details that will provide at-a-glance
information about your company's past, present, and future. This
should be very easy to read, spaced nicely, with a less-is-more
approach. Keep in mind that bulleted items and headlines are what
people gravitate to. Full company contact information should be
readily visible.
Item 3: Press Releases
These will include vital information about your company's products.
Each press release should again be very easy to read, requiring a
minimum of effort from the reader's point of view in ascertaining the
product's function. Use as little technical jargon as necessary,
especially if the audience is to include non-technical individuals.
Item 4: Demo CD
If applicable, a product demo CD can be included which could provide a
demonstration of some of your main products. It should preferrably
demonstrate the product in video or movie form.
Item 5: Brochures
Any available brochures on your products should be included. Color is
best.
Item 6: Two Business Cards
One for the reader to keep, and another to pass to a friend or
associate.
I would include your pitch letter on the left side of the folder, and
a company fact sheet on the right as the firstly seen elements.
Business cards should go in a business-card compartment in the sleeves
themselves. A very classy approach is one that uses color as an
accenting tool.
I would take a very less-is-more approach. People can't be bothered
to read anything but the very essential information. Think of the
mind of a child when preparing this press kit. The more
"entertaining" your presentation, the more easily accessible, the more
attention it will grab and keep. A person, like electricity, will
gravitate to the path of least resistance. Whatever element in your
package that requires the least amount of effort to read will be the
first thing read. It needs to be very slickly designed to stand out
amongst the millions of products, so don't afraid to be "different";
but be careful, because "different" can quickly become goofy or gawdy
if overdone.
Let me know if you need any more info..
jbf777-ga
