Business cards

Many marketing gurus say that a great business card can be your most effective marketing tool. Pack it with as much information as it will hold, not just contact information. Good graphics are important, but not as crucial as actually describing what your company does in a line or two. Maybe put the contact information on the front and list your products or services on the back.

Brochure

This can be a virtual one, in PDF format on the internet, or a black-and-white, two-color or even four-color paper handout. In any case, it’s important to have one, because it can cover a variety of general needs that no other single marketing document can handle, ranging from distribution at a trade show to a handy mailer for people who want basic information about your company.

E-mail signature

Don’t let any e-mail escape your computer without tagging it as a marketing message. Come up with a catchy e-mail signature and include your name, business name, contact information, pithy tag line, a web address and even a one- or two-line announcement at the bottom of the signature about a new book, product, seminar or service offering you’ve announced.

Packets for specialized needs

Depending on the initial focus of your company, you’ll need to develop packages of materials that are formulated around particular needs. If sales are hugely important at the beginning, you may need to come up with a folder full of brochures and spec sheets. If public relations are an important early consideration for you, you’ll need to produce some press releases and a media kit.