With more and more marketing information going digital, you need to have a downloadable information kit available from your blog or website. This information kit should include a cover letter, benefits-laden article, brochure, fee schedule, and clips. The final form should be PDFs but you might generate those using different applications.

#1 – Cover letter. The letter is a concise, 1-page document that introduces your writing services in terms of benefits to the customer. (Actually you should frame everything in terms of benefits to the customer.) Use white space and bullet points to help spread the word, and the good old P.S. as a call to action.

#2 – Benefits-laden article. This article serves to hook the prospect’s interest. When you give your download link on your website, feature it prominently. Write the article on some aspect of the prospect’s business that will help him or her, such as “7 Ways to Hook the New Technology Client” or “5 Ways to Clean Up with a White Paper.”

#3 – Brochure. This can range from a 2-4 page Word document to a classic tri-fold brochure done in Quark or Publisher. Make it visually snappy and always remember to write the text in terms of benefits to the prospect. Do point out your subject matter expertise but don’t lead with it.

#4 – Fee schedule. Speak in terms of ranges. For example, you might price a white paper from $400 to $600 a page depending on length (the longer it is the less per page) and subject matter (the more technical it is the more expensive it gets). This way you are not sucked into a specific price for all comers, but they know what to expect.

#5 – Clips. Include types of clips and samples. This is really a digitized portfolio. It’s most attractive to send PDFs of published/uploaded documents as they will look more attractive, but you can’t always get hold of these. In this case your text will still prove that you know what you are doing. Be careful not to send sensitive documents to a client’s competitor!