Creative Chronicles #2: 5 Reasons Why Your Business Needs a Media Kit

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

Do you offer services or advertising in your business model?

If you answered yes, then you should probably have a media kit.

The term media kit has been around for a long time but the truth is, I didn’t really understand what it meant until 2007 when a client with a print magazine approached me, asking me to design one. They sold advertising spots and needed to convey to companies why they were worth the investment.

To get me started, they sent over a bundle of media kits they’d gathered, mostly for large print publications. As I dug in and started researching the format, I began to realize that although they targeted completely different audiences, the content was basically the same.

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

They all contained some form of the following:

1. Branded front cover
2. Intro / mission statement
3. Stats and / or notable accomplishments
4. Notable clients
5. Services offered
6. Rates
7. Process / how to book
8. Testimonials
9. Frequently asked questions
10. Contact info

I got to work and once the project was finished, added it to my portfolio. Soon, all sorts of businesses were booking me in for media kits. Bloggers, photographers and creative entrepreneurs from all walks of life realized that they could take that basic format and tweak it to sell their ads, sponsored content and services.

Over the last eight years, I’ve designed a few dozen media kits, including plenty for myself. And, that’s what we’re going to chat about today: how creatives can leverage media kits to grow their own businesses.

As soon as I launched Branch two years ago, the first thing I did was design a media kit and it’s become my most important selling tool. Why? Because when you’re dealing with a potentially worldwide audience, it’s not always possible to be there in person to sell in your services. A media kit is able to do that for you.

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

Here’s the process of sending out a media kit:

1. A potential client contacts Branch.

2. Within 48 hours, our project manager responds with an introduction and attaches a PDF media kit to the email.

3. The client follows up with which package they’re interested in and we set up a call to discuss their specific needs.

The media kit is a great tool because it essentially gives them all the information they could possibly need in one easy to navigate document while often cutting our correspondence time in half because it’s already answered most of their questions.

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

Five reasons why you should have a media kit

1. It does the talking for your business when you’re not able to meet in person. This is especially important for those of us who have businesses with an online following.

2. It explains packages, processes and rates in more detail. Some of this information is very in-depth or sensitive and it’s easier to format it in a nice document versus clogging up your website.

3. It builds a dialogue. If a potential client emails you for a media kit and then drops off, you can follow up to find out if they have everything they need and if the rates work for their budget. From there, you can work to meet their needs.

4. It’s easier to sell larger offerings. By showcasing a menu of services / packages, clients can compare pricing and what they receive much easier because the value is clear. For instance, instead of a logo, they may decide to invest in a brand platform when they understand the benefits.

5. It shows you care. By laying out the information a potential client needs and thinking of all the answers before they even ask a question, a media kit positions you as a pro and makes it clear that you’re invested in the best possible outcome of their project.

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

Nubby Twiglet | 5 Reasons Why Your Business Needs a Media Kit

As a reminder, media kits can be formatted to market nearly any business. Whether you’re a blogger, writer, photographer or designer, a media kit is simply a way to explain what you offer in a streamlined, informative document. The easier you can make it for your clients to understand what you’re offering and how to book you, the more successful your business has the potential to be.

I hope this post has demystified the content and process of media kits a bit more and if you have any further questions, please feel free to ask me in the comments!

For even more Creative Chronicles, please click here.
Featured media kit: We Are Branch.

14 Responses to Creative Chronicles #2: 5 Reasons Why Your Business Needs a Media Kit

  1. Lexi Smith says:

    Love this post, it’s definitely really helpful to see another persons media kit! I felt like I had no idea what to put in mine but now that I see how you have outlined yours I have a much better idea. Thank you for sharing. :)

  2. Brittani says:


    I was wonder to get advice or examples of how to put a package together. I’m rebranding and trying to have a better outcome with pricing for packages. I’m a small business of one and would like to start of on the right path with a media kit. I see how important it is but that area I would like to know about more.

    • Shauna says:

      Good question! This is so dependent on what you’re offering but my advice would be to think about what you get asked to do the most. For instance, if you get a lot of requests for logos, put together a logo package. List what they get — for instance, 3 options with up to 3 rounds of revisions, color palette, pattern, etc. Customize your packages to highlight what you specialize in.

      A person who has done a great job of clearly listing their packages is Amanda Genther:

      • Brittani says:

        Thanks very much for the sound advice and the link to Amanda Genther. I appreciate it and as always love your post and advice. You’re an inspiration!

  3. Alison says:

    Hey Nubby!

    Great post & super helpful. Question- do you actually list all your pricing in the media kit? For me this is a more sensitive subject which can range depending on the size of the client.

    On another note- I just started my own blog and I have even more respect for what you do- it’s really time consuming & difficult- but you make it look so easy! Keep up the amazing posts.


    • Shauna says:

      I list prices for packages but always put “starts at” in front of them so that it gives clients an idea of what to expect but isn’t set in stone. Once they tell me what package they’re interested in, we talk details and then I put together an estimate based on their exact needs.

      And congrats on starting a blog!

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  10. Diana says:

    Hi Shuna, very informative post. I have a small diaper cake business and am wondering how I can make a media kite work for me. I am always struggling with ways to convey the uniqueness of what I do verses others in my field. Over 200 diaper cakes made by hand is there any part of the media kit I should really focus on? Hope you get a chance to check out what I do with Pampers and a little creativity.

  11. Lana says:

    Thank you so much for this!
    A mediakit is one of the most important things for my blog. But I am always struggling with the design: how many photo’s should I put in?, do I mention all of my traffic numbers or just one?, Do I write a complete biography or just one or two lines about myself? Questions like this have made me change my mediakit 3 times in the past year. Until.. I read this post!

    Your post answers a lot of questions that I had for a long time and I really love the lay out!

    Thanks! :)
    x Lana

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