First, let me say I am NOT a big fan of “leave-behind” media kits or packages. In most cases these alleged “sales tools” do more to build sales staff comfort levels than they do to actually sell prospects.

          Upon returning from my speaking engagements at the RAB in Dallas last week, I found myself sorting through the numerous “leave-behind” sales pieces from my welcoming kit in a curious way.

          Standing over my trash can, I threw out virtually every piece that only tried to sell me something.

          The pieces that made it to my file, both my memory file and my file cabinet, were the ones that educated me or were useful to me in some way. Sure, these pieces also had a sales story to tell, but they were also useful and helpful…..the old “what’s in it for me?” went beyond simple features and benefits.

          Your web site, your media kits and your sales packages can also be committed to memory, file cabinets and website-favorites by providing useful or educational elements in every one.

          Perhaps you can include Roy William’s Twelve Causes of Advertising Failure or outline the strengths and weaknesses of the various media, including your own strengths and weakness. (as outlined in previous SOUNDManagement tips, admitting your weaknesses will always cause you to rise up the “trust scale”)

          Including elements like promotional opportunity calendars, broadcast calendars or case-study testimonials can also create the image that you are not just selling, but that you are helping and consulting.

          My wife often criticizes me for “giving away too much information that I could be selling”…..like these free management tips, my website or my various trade magazine articles.

          But the reality is, people keep and use my stuff. I get a half-dozen requests from managers like you, each week, wanting to be added to my

e-newsletter. My brand as a helpful and knowledgeable consultant and trainer is being proliferated and solidified with each new subscription.

          In fact, it took several years, but I seldom have to sell my services. People who have used and appreciated my useful “leave-behind pieces” now call me to request my consulting and training services.

          So why not revisit your media kits, marketing packages and web sites?

You can increase retention, in the mind and the file cabinet, by offering helpful or useful information.  Your prospects will keep your material and appreciate what you bring to the table other than spots, data and rates.