Essentials For A Well Stocked Sales Kit

Whether your ideal clients are large or small, consumers or businesses, a lasting impression is required to seal the deal. While you may think a Word doc printed on the company copier is a great tool for your sales team to use – think again. An equipped salesperson needs the added credibility of a professional looking company; quite frankly, a Word document won’t give them an edge.


Let’s look at it from another angle. How likely would you be to hire a candidate who didn’t wear a pressed suit or outfit to an interview, and then handed you a wrinkled resume to review? Of course, it’s highly unlikely they’d get the job.


A well-stocked sales kit is your company’s interview attire. It allows your salesperson to put their best foot forward.


Here’s what you need to button up your sales team before you even send them out.


Business Card – This is most essential component. It’s your salesperson’s best asset. Get business cards before you do anything else. Make sure to include all forms of contact – including all social media information.

Pocket Folder – Busy people often lose things. Make it easy for your clients to find all the information they need to know about you with a pocket folder.

Brochure – Repeat after me: I will not use Microsoft Word to create my brochure. A graphic designer will create a custom and unique brochure with room for a bio, list of products/services offered, contact info and anything else that’s important to you. Have it professionally printed. You’ll likely get more results if you take time to present your customers an informative and visually appealing representation of your company.

Case Studies – These go in your pocket folder, with your brochure. They are the evidence behind everything the salesperson is saying and are a useful reference during a meeting if there are specific questions. A client list may also be included.

Product Sell Sheets – Perfect to shed more light on your specific product offerings, inserts can be, well, inserted based on which products your client might be interested in. That is, they make it easy to give them the necessary information, but give you the flexibility to choose which products to spend time discussing. This way, there’s less of an overwhelming amount of information and more discussion.

Your Story – Connecting to your client is key to effective communication. Include the history behind your business, where the idea came from, or interesting details that make your story personal, relatable, and honest. This will help with helping your client feel more connected to you and your company.



LJF Marketing has in-house design capabilities and printing options, so please contact us if you’re interested in tailoring any of the above sales collateral to your company’s unique vision.

Questions to Ask Yourself Before Meeting with LJF Marketing

LJF Marketing wants to get to know you and your company, and as an experienced full-service marketing company, understanding your company’s objective and branding from your perspective is key to success!

Before meeting with us one-on-one, review these questions and answer them to help you convey your thoughts to us so that we can help you as efficiently as possible.

  1. Why are you interested in advertising/marketing? Is it to:
    1. Generate sales
    2. Introduce new products/services
    3. Outreach to existing customers
    4. Learning/teaching
    5. Increase awareness of your company/product
  2. What is your message? What message do you want to communicate in the first 3 seconds a visitor sees your website/ad/brand?
  3. What will attract an audience to your company/products?
    1. Public relations in news/publicity
    2. Place-based promotion – events, displays, sponsor booths, other live presentations
    3. Giveaway item/offer that will draw attention to your company/brand/products
    4. Brand recognition of product/service
    5. Design and graphics
  4. What is the brand image you wish to project?
    1. Examples – Conservative, Leading Edge, Contemporary, High-tech, Progressive, High-style, Established Values, etc.
  5. Will you need one time only marketing or use it long term? If so, what intervals?
  6. What are your competitive advantages?
  7. What kind of venues for placement? Where specifically for each?
    1. Online?
    2. Newspaper?
    3. Magazine?
    4. TV/Radio?
    5. Outdoor?
    6. Email/Blog/Newsletter?
    7. Press release?
    8. Direct Mail?
    9. Social media

Answering these questions will help us to help your business grow and prosper!

We appreciate your interest and look forward to working with you.



Founded in 1989 by Linda Freede, areas of expertise provided by LJF Marketing include public relations, graphic design, media planning, web page development, corporate branding, corporate specialty logo products and social media planning and support.

LJF Marketing provides full-service marketing communications support, serving local, national and international clients within a variety of industries. For more information, visit or call 281-367-3922.

Brand Makeover


You can Google or ask Siri anything these days.  Siri, how can I make my green eyes stand out?  What is the latest way to improve my golf swing? How can I enhance my company brand?

Often, many of those thoughts go on in the minds of business people. We worry about our own image as we get older, or how can we stay competitive on the links but most importantly, how can we continue to grow our businesses?

Our goal at LJF Marketing is to help small to medium size businesses make over their image or brand in order to achieve their goals. Most business goals include:  increasing profits, carving out a niche in market share, or retaining customer loyalty.

But what happens with a downturn, or a competitor seizes a bigger portion of the market place, or your customers are leaving because of past bad publicity?  In these cases, it could be time for a Brand Makeover.

Blog Author Bethany Howell, of Insight 180, discusses the benefits of creating a brand makeover or renovation:

  • Preserves the brand’s existing integrity
  • Infuses new energy
  • Ensures the company image keeps current in a changing marketplace
  • Expands a company’s reach to new customers

LJF Marketing recently created a brand makeover for TIEC, an industry standards (#API Spec 1 and 2) project management and training firm that needed to update their brand.  LJF designed a new website, freshened their color pallet for their graphic elements and designed new sales collateral to jump start their goal to capture new market share in a downturn oil and gas economy.

An article by Emma Johnson, Brand Makeover: 3 Lessons in Reinvention from Entrepreneur Magazine delves into how even big brands sometimes need to either get back to their original identity or forge ahead into a new and improved one.  She recommends 3 focused make overs to broadening appeal, differentiate the brand or create damage control.

Marketing agencies can build brand components, a system of keeping brand identity and guidelines, staff training and presentation; a campaign introduction including advertising, literature or sales collateral reinvention, and new product branding and introduction, annual reports, event support and more.

Do you need a brand makeover?  Have your customers become confused as to what you do or offer?  Have you lost out on price points to competitors?  When you explain your company, do heads shake up and down in understanding?  If any of the answers to these questions leave a doubt, even a nugget of a doubt, it might be time for you to seek help from a marketing and branding professional.

Keep checking in for the next article in our LJF Marketing Eye2Eye series.

We like seeing you!


LJF Marketing Eye2Eye Online

Online is essential in today’s business climate. According to Adweek, 81% of shoppers conduct online research before buying.

As we end 2015, we look back to remember our marketing projects. For LJF Marketing, we developed or redeveloped several new websites for our clients. Here’s our updated LJF Web Gallery for 2015.

For businesses beginning their journeys into selling their products or services, a website is a “must have”, almost like an extension of their business card and brochure. Potential customers look for a website so they can justify a purchase from that business.

Businesses who have been open for many years often find themselves in a retooling position needing to revise their look, add current content and offer tools online to ramp up customer service.

When designing or programming a website, consider these four topics:


LJF Marketing is especially excited about website design. We always want our customer’s brands to stand out in the market place and be unique. tells us to make sure our brands are relevant. If your competitors have updated their website, you should look at yours and compare. Is your site still relevant to your potential and current customers?


A good design is important for customers to visually connect with your brand but the function of your site is vital if you are building a path that leads to a sale. Hubspot shares these statistics that emphasize why download time, navigation ease and other functions are important.


Content is King! As you go to marketing seminars, you are continuing to hear a lot about content. Not only the content that is included on your home page to get someone to delve into other pages but the content you can provide to get your prospective customer to view you as an expert.

@MichelleMannafy wrote an article in Inc that reminds us that “content marketing is the way businesses get noticed.”



If your customers don’t know to visit your website, all the informative content, creative design, and amazing functionality won’t make a difference in your marketing efforts. Wordstream gives us “25 Ways to Increase Traffic” including:

  • Advertising
  • Become Social
  • Blogging
  • Post Content on LinkedIn
  • Don’t Neglect Email Marketing

Subscribe to our newsletter that will delve more into Marketing Eye2Eye Online in January including an enlightening article on Email Marketing.

For now, thanks for reading our blogs and “Happy Holidays” from all of us LJF Marketing

LJF Marketing “Meeting Eye2Eye”

Trends in marketing have been shifting to “Content” driven tactics encouraging our potential target market to contact us by clicking on landing pages, completing forms and downloading eBooks.

All of us have morphed from Direct Mail to becoming e-newsletter savvy, optimizing our websites for searchable traffic and then realizing “what ever happened to just meeting face to face or eye2eye?”

As people in charge of marketing for our companies, we realize we have to employ cross marketing channels with the same consistent brand messaging but we need to include how we tell our message eye2eye.

Networking, providing “Lunch n’ Learns” to community groups such as Chambers of Commerce, hosting events or participating in trade shows, ‘putting social back into social media’ and lastly, becoming involved in our communities where we live; these are the tactics that still need a huge presence in our marketing strategies to build our companies.

We have come across these links to get you thinking about Meeting Eye2Eye:

Lunch N’ Learns: shared an article Small Business Marketing Magic, How to Engage Prospects through Lunch & Learn Series. We all have general expertise we can share by creating our own series to invite potential prospects or by getting on the chamber of commerce speaking lists; anywhere we can share our knowledge to get a conversation started.

Networking: contributing writer Deborah Mitchell gives tips for networking that may be very beneficial in building your lead base – know your audience, prepare to meet and greet, skip the drinks and stay focused and follow up but be patient.

Client Visits:

Dave Roos on gives these tips for meeting clients – plan and prepare, set an agenda, make a professional impression, take notes and send a meeting summary asking for the next step.

Event Marketing:

Olsy Sorokina of Hootsuite says, “social media is an intrinsic way of how people respond to events,” and delivers tips on how to utilize Facebook and Twitter to promote your event.

Community Involvement:

Getting involved with your community is a key factor in staying relevant. Here’s why it’s important, according to guess columnist Lindsay Lavine on

We invite you to sit down with us eye2eye to start a conversation about marketing your business. LJF Marketing values the relationships we have maintained over our 25 year history, a lot of them started over a cup of coffee or an ice cream cone.

LJF Marketing Intern Guest Blog


Katie Gallagher’s “LJF Marketing Intern Experience”

Most people associate learning with the classroom, most likely, because you haven’t taken an internship at LJF Marketing. I am learning just as much, if not more, than those Marketing classes I’m required to take. When I got the opportunity to take an internship at LJF Marketing it was a no-brainer for me. Given the chance to experience what I would like to spend my career doing just for the summer was perfect.

I had no idea what to expect coming into my first day at the office. Within the first hour I was sitting in my first meeting talking about clients I had never heard of. They were throwing around names and codes I that had no meaning for me. After an overwhelming meeting I was completely fine with filing and organizing the files for a few hours. You could say my very first day I was “a deer in the headlights.” I heard the president explain to me that she had taken her first “selfie” and you could say I was nothing but proud.

Within my first week I was given more than I had expected. I was writing and releasing press reports, cutting articles from newspapers, compiling publicity reports, and writing excerpts to be posted on social media sites. I thought I had it all down until the Marketing Director came in with these codes and a time sheet and told me to record it. I let it sit there for a day to see if I could figure it out, but I sure didn’t, and even when it was time to turn the time sheets in I had a few things I had messed up. Another thing I kind of had to teach myself was how to use one of those big copiers. When I got handed a folder and told to make copies, I didn’t ask questions I just had to figure it out and boy did that take a while. She probably thought I was taking my lunch break by the time I got it all back to her.

I am so grateful for the opportunities I have been given during this internship. I have been able to learn about a new software they are potentially using, sit in and help create power points for new clients, attend a video shoot and have one of my press reports show up in the local newspaper. Sure, I’ll learn some things in marketing classes but there are some things they just can’t teach me in a classroom. I have learned the art of watching for details after I messed up a Facebook post once or twice, writing a to-do list is very important when you have a few things going on. Organization is a huge one. When you have to keep up with newspaper clippings and copies of them for each press report for seven different clients it all becomes a little, clustered.

Overall, from my very confusing first week to one month in I can’t explain to people how much I have learned. The amount of work that goes into to each Press Report, each Facebook posting I would have never known. I finally know how to work my daily time sheet, I could explain the process of prepping publicity reports, how to monitor after they have been released and so many more things. Being an intern is the absolute best thing I could have ever done for myself because thanks to LJF Marketing and my awesome mentors I know this is something I want to do for the rest of my life.

#marketing #marketinginternship #socialmedia #publicity #ljfmarketing

Eye Online – The Internal Eye

No one tells me anything . . . I didn’t know that . . . If you have heard these phrases or even said them yourself, it’s time to keep an eye on how you are communicating internally. A fresh viewpoint will boost employee morale and tie in corporate goals to connect people across a company.

Brand Your HR Department. Human Resource Specialists often find themselves wary of how to brand their department so communications are not overlooked or undervalued. Internal public relations effects how employees relate to each other, as well as how they project themselves to the public, investors, management or potential customers. These communications need to be reinforced on a consistent basis.

Are your employees all relaying the same key messages? Do they know and understand the overall corporate message? The HR department functions of recruiting, retention and onboarding rely heavily on communication, but basic communication goals are often overlooked by a small HR staff, whose focus is mostly on employee benefits, etc.

HR departments may also work with a safety manager. LJF Marketing helped an oil related company brand their safety program. This was a perfect way for HR to communicate safety goals and tips to employees throughout the company. The brand enabled employees to be on the look out for this specific type of communication so they could remain compliant with the program guidelines but more importantly, safe in a potentially dangerous situation.

Why would a company want to outsource Internal Public Relations? The main reason is to concentrate on core competencies. Public Relations professionals can become an expert on the pulse of the organization, usually better than an in house department simply because insiders are too close to the situation. An outside perspective always helps for a fresh view.

A company could consider hiring a firm like LJF Marketing for policy manuals, safety programs, internal newsletters or other internal communications creating a professional look and a consistent message.

Also don’t forget promotional products to market effectively internally. Bringing the entire company together: sales, production, customer relations, management and human resources can eliminate issues of non-communication and turns “I didn’t know we had this new product” into “Our new product is bundled with a new program that will enable small businesses to increase sales and eliminate downtime.” Everyone should be a sales person for your company.

Outsourcing your internal public relations is all about consistency.

Founded in 1989 by Linda Freede, areas of expertise provided by LJF Marketing include public relations, graphic design, media planning, web page development, corporate branding, corporate specialty logo products and social media planning and support.

LJF Marketing provides full-service marketing communications support, serving local, national and international clients within a variety of industries. For more information, visit or call 281-367-3922.

Eye Openers – Advertising

In marketing, you’re only as good as the message your audience remembers. We address Eye Openers in today’s blog, and as a business owner you want the eyes of your potential or current customers to focus on your brand.


Creating advertising or marketing campaigns is one of the many services offered by the LJF Marketing team. This includes media identification and planning, campaign theme/graphics/content, production & follow up, plus monitoring.

Advertising for most companies seems like a daunting task. How many calls from ad reps do you receive? Some of our clients use their retainer with us to review calls in order to ascertain whether the medium is a good fit for their strategy. Other than what media kits promise, how do you know if advertising will work for your business? There are certainly tracking mechanisms that should be put in place to make sure the advertising is effective.

How does advertising fit in with your overall business strategy? An advertising strategy should reflect a company’s overall budget, brand recognition efforts, public image enhancement and market share growth strategy. Is your sales team prepared for inquiries, how will they move a candidate forward in developing a relationship before a sale can be made? Is your production or service team ready to respond once the sale is made?

Know your audience. Who is your customer, how often does he/she buy your product or service; are they part of a certain identifiable demographic segment? This is the step that most businesses spend the least amount of time on when it should be the first priority for segmenting your potential customer base.

Once you know your audience, choosing the type of advertising can be like walking in a fog! Do you choose print, broadcast, cable, radio, outdoor, online (Facebook, Linkedin, websites like, or for our Woodlands, TX area)? So many choices.

Once you identify the medium, what budget will be effective using that medium? If you can’t do it right, don’t do it at all.

Regarding messaging, what are you trying to convey? What content, image, graphics are going to get the most response?

Our clients rely on LJF to support them by recommending an advertising strategy that fits within their overall business and marketing plans. We help identify the best positioning statement to set the client apart from their competition and use that in the ad messaging along with creative images and graphics to grab attention. Lastly we monitor the campaign and develop a process to guide the client and their team to nurture a lead to the point of sale.

We love the following sources and we hope this helps you decide if advertising works for your business.

Eye On-line


We’re calling it “eye2eye on-Line” but it is a form of communication that we are all familiar with.  How many of us spend several times per day checking our Facebook pages or scrolling through our LinkedIn updates?  LJF Marketing is in the business of communicating and interacting with our followers via social media and that gives us an opportunity for valuable, authentic communication.

A recent article posted on gave advice to city planners to encourage the usage of social media, “Social media is a flexible method of communication, it promotes your work to a larger audience and connects with decision makers while interacting with others who share the same thoughts.”

According to

  • 55% of Americans have a social media profile
  • 22% of Americans use social media networks several times per day
  • 47% say Facebook has the greatest impact on their purchasing behavior

Many articles on social media suggest setting goals for developing and maintaining social media sites.

At LJF Marketing, our goals are simple:

  1. Provide usable engaging content so your job is made easier to grow your business.
  2. Hope that you share our content and contact information so if someone you know needs marketing assistance you would recommend us.
  3. Help you develop your social media sites and help you grow them by developing content for you, provide regular posting and follow up with comments to maintain your reputation.

Our intent for LJF Marketing mirrors other small businesses, to strengthen our relationships with our customers, extend our reach to other business owners and one of the ways we do that is to grow our social media networks. featured an article by Jayson Demers of Audience Bloom “39 Ways to Get More Social Media Followers”.

In the article, he mentioned being consistent, knowing your audience and being a good social media citizen.  He, along with others we have read also pointed out locating influencers in your industry and mentioned the site Buzzsumo to help you identify those influencers.  Another tactic is to find and follow others with whom you would like to develop a relationship.


Our #socialmediainabox link above gives you details on what we can do to assist you with your social media.  Contact us at 281.367.3922 or visit our website

Keep your eye on this blog for more eye2eye marketing.

In the Eye of the Beholder, eye2eye Marketing.


When looking into the eye of the beholder, we are looking at our target audience.  This second in a series of “eye2eye Marketing” begs the question.. “Do we have the right target audience?”  A recent article by

has some great tips for drilling down from assumptions to true realities regarding our true targets.

Every marketing person has been taught since Marketing 201 class in college to follow the data.  First of all, where do we find the data?  The article above suggests some starting resources:

  • U.S. Census Bureau
  • Google Analytics
  • Facebook Insights (analytics available if your business page has at least 30 “likes”)
  • Customer review sites (What other businesses are your customers patronizing on Yelp? What appeals to them?)
  • Your competitors’ sites and reviews
  • Surveys or interviews with your current and past customers
  • Hosting small focus groups

We would add the Small Business Administration.  LJF Marketing has worked with our local SBDC with a campaign to evolve your business to the next level.  Part of that evolvement includes identifying new niche markets.  For example, one of our clients, a home builder in the Houston area, found through following data trends, that the high end housing market was growing rapidly north of the city.  With a high quality, high end look in their marketing collaterals, they were able to reach out to the high end audience and secure a larger market share by identifying this niche that was growing right above their geographic target zone.

After identifying through data, your potential targets, we can identify how they make decisions, how they like to communicate about potential brands to buy, and why they would choose a product over a competitor’s product.

Then it’s on to messaging, getting the right message at the right time, the right medium and creating “Calls to Action” that actually work.  Our research gives us some great resources, Hubspot, for one but many marketers have gone on this road before us so we can certainly learn from each other.

Here’s hoping this blog gives you something to keep your eye on…