Kenny Katzgrau of Broadstreet and Eric Shanfelt of Nearview Media co-led a 2024 webinar on creating a media kit that sells and shared editable PowerPoint templates.
Watch the webinar here
KENNY KATZGRAU’S MEDIA KIT TEMPLATE
ERIC SHANFELT’S MEDIA KIT TEMPLATE
Why publishers need an exceptional media kit
The media kit is critical because, at some point, clients ask to see one, and if it is not convincing on its own, they may never accept another call. Kenny Katzgrau, Broadstreet, and Eric Shanfelt, Nearview Media, make a compelling case for how to develop a media kit in this webinar.
They say the real job of a media kit is not to deliver complete information but to build authority, make an impression, and inspire a callback when viewed alone.
“I’m not always my best every day, but the media kit is always the same,” Katzgrau said.
Here are more top takeaways from the webinar, but it’s well worth watching the whole thing and will change how you think about your media kit.
1. “Don’t make them think. Don’t Make them work.”
“Don’t make them think. Don’t make them work,” Katzgrau said about his approach to media kits. He said they may ghost the seller if they have to think too hard.
Cut the text to a minimum, Shanfelt agreed.
“Take the amount of text you think you need in your media kit and cut it in half. Then cut it in half again,” he said.
Both favor slide deck-style media kits, which look good on a cell phone, are easy to edit and lend themselves to a more visual design.
What goes into a media kit that sells, whether online or a PDG Google deck, should contain the following elements:
2. A mission and vision statement
“This should be something deeper than just being in business. “In my case, RedBankGreen is the king of Redbank; we know it better than anyone else,” Katzgrau. “Who are you, and why should we do business with you?” Katzgrau also has a letter from the publisher.
3. Three Compelling Advantages
Think through the client’s pain points. “What problems do you solve?” Katzgrau said.
“The things I hear the most is that whatever they are doing, they feel like it is a waste of money. or ‘I need someone to take care of it for me.'” He outlines how his company will solve these problems. The headline on this slide is “Three Compelling Advantages to Our Process.”
4. Show & Tell the Products
Most media kits have too many digital products, some of which clients cannot see, so they do not know exactly what they are buying. Find a real-world examples of how to “show” digital products visually – including web, email, social, and custom programs here.
“Products are necessary components but not the most useful,” Katzgrau said.
The best media kits visualize digital products by showing how they look on the screen and or page and package them into unique programs such as sponsorships, partnerships, and content marketing.
Creating scarcity is also a factor.
“Simplify products to control supply and demand,” Shanfelt recommended. He said he limits the number of products, creates exclusives to control supply, and turns customers into sponsors and partners.
Katzgrau recommended evaluating each product based on three requirements. Is it simple, unique, and specific?
“Simple because if you make them think, you may get ghosted. Simple means easy to understand.
“Specific means specific to the problem you solve” for the client.
“Unique means what you can’t get on Google.”
He also recommends using more exciting names than bronze, silver, and gold, such as “presence, compete, and dominate.” Katzgrau uses “Community Pillar, Local Authority, and Local Legend” in his media kit.
Whether or not to include pricing remains a point of contention. Shanfelt prefers to include prices (as does sales consultant Ryan Dohrn) as long as the benefits are also there.
Katzgrau prefers not to. “I don’t want them to people to draw any conclusions about what I do.”
A good compromise is to use a “starting from” price point.
5. Profile the People who are Readers
When showcasing the page on demographics, Katzgrau recommended calling them “people” or “readers” rather than “uniques” or “visitors,” which commoditizes page views and downplays the readers’ actual engagement with the content.
“People” with “interests” are more easily understood than “visitors” with “demographics.”
6. Showing a Group of Customer Logos
They suggest calling customers “partners” and listing both logos. Even if there are 300 advertisers, pick the 10 to 12 that are the most impressive and which add authority and real-world validation.
7. Show the Process
Many media kits skip over the step-by-step process that will occur once the customer gives the go-ahead.
“Give them the path and whatever the next steps are going to be. Are you going to set up a call and make a plan? Let them know how they will be guided and that it will be absolutely friction-free. All they have to do is say yes, and you will do the rest.”
8. Add Testimonials
Katzgrau ends the kit with a testimonial. He also uses stunning photos with a single testimonial on a single slide.
“The use of social proof is huge,” Shanfelt said.
To obtain testimonials, Katzgrau recommended to using three questions:
- First, where were you before you started working with us?
- Second, Where are you today? Describe how it is better.
- Third, what would you say to someone on the fence about working with me?”
KENNY KATZGRAU’S MEDIA KIT TEMPLATE
ERIC SHANFELT’S MEDIA KIT TEMPLATE
Webinar on creating a media kit that sells