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Kaye Z. Marks's Articles in Business Sense

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Are You a Specialist? The temptation is always there to get into as many parts of the marketplace as you can. All that business is out there waiting for you to snap it up if you make sure your company performs as many functions as possible. Always Stay on Message While this is going to be true for most advertising, I think those companies who decide to print posters should be particularly aware of it. Consistency and Change A company can’t use the exact same marketing strategies day after day and still manage to stay on top of things. If you aren’t keeping things new and if you aren’t being sure to add variety to your marketing you might find your message getting stale, and your customers drifting away to other companies. Always Leave Your Mark There are a lot of clever ideas that get overlooked because they almost seem too simple to really work. 5 Ways to Enhance Your Brochures Many business owners fret every time they turn over their brochure printing project to get printed. They worry about whether they designed the brochure right, or whether they used enough images. They are concerned about how the pictures and fonts will look on the finished products. Color Trends for 2008 Designers should always know what colors are popular – and which are about to become popular. Color permeates every aspect of a designer’s life. Every brochure, logo, and website that a designer works on must have the right colors, used in the right ways. Without a firm knowledge of the current trends in color, a designer can quickly be placed on the back burner of the design world. Seven Communication Items Every Business Needs Within the lifetime of your business, your company is going to need some essential items that communicate core messages about your company to others. Others could be investors, clients, prospects and the media. Developing Your Sales Message No matter how good your advertising materials are, you still need to have a personal message that you can convey to customers. There is still no better way to make a sale than with some good old fashioned conversation. Brochures and fancy ads alone will not cut it. You Have to Know Your Strengths It sounds so incredibly obvious, doesn’t it? Of course you need to know what your strengths are if you want to have any success in the world of business. So why would I even bother to mention it if it’s so obvious to everyone? The Basic Needs of Any Good Business Card The increase in printing technology brings with it an increase in the number of things a person can do with their marketing material. You have so many different options open to you now than you had just twenty years ago. Why Limit Yourself to One Card? Something I’ve stated before, and still gladly stand by, is the need to plan ahead. Making a strong piece of marketing just takes a certain amount of time. You can’t plan out, design, and print a brochure in a day or two. The best brochures are going to require quite a bit of research ahead of time, strong design work, and a real investment in commercial printing to get the most from your money. Know the Past, Present, and Future of Your Marketing The best marketing campaigns involve knowing three key things: what’s been done before, what needs to be done right away, and what you’re going to do next. Show, Don’t Tell Anyone who has been in any kind of fiction writing class has probably already heard the phrase show, done tell enough for a lifetime. A Formal Invitation What sounds better to you? On the one hand you have a postcard sent to a person’s home that asks, “Want to save money? Come on in today and start saving money by switching over to our business.” It might not be those exact words, but you get the picture, and I’m sure you’ve probably received something similar to it. A Bird In Hand Are you spending thousands of dollars on print marketing and just not getting the results you expected? It may be a flaw in your design or it may be the result of a misstep in your initial planning. Give Them Something New People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they’re able to. Why take a chance with a company you’ve never dealt with if you know that the company you’re currently shopping at does everything you want it to? More Than Just the Facts A business isn’t just about giving people products that they need. Marketing isn’t just about showing someone a price and the details of what a product is. The Functions of Color Printing in Marketing Color plays a major part in marketing. Whether it's a brochure, postcard, poster, or other printed material, the colors you choose either positively or adversely affect the message you send. Beyond the Fad Brochures are an old standby of print advertising and color printing. They’ve endured the test of time, but sometimes they get overlooked in the rush to hop on the latest marketing bandwagon. Some will say that brochures just aren’t as hip and sexy as their online oriented alternatives. When Your Marketing Campaign Isn't Working There are a few tell-tale statements that company executives make when their marketing campaign isn’t working or when they’re losing business. If you have found yourself or anyone at your company vocalizing thoughts similar to the following, immediately evaluate your marketing campaign. Tips for Common Types of Label Printing Don't leave your label design for the last minute. Any company material that will be in the public view needs to be professional and branded with your image. Below is a list of the types of label printing that you may need and tips for designing each one. Every Little Thing Marketing isn’t just about printing off some advertisements and sending them to people. Expanding a brand name isn’t just about boosting your brand in specific situations and scenarios. Commercial Printing and Binding Methods If you are printing a multi-page document, you will probably need to choose a binding method. Commercial printing firms use many different kinds of methods for holding the sheets of paper in place. Which kind of binding methods should you choose? 5 Color Printing Design Tips Marketing materials, such as brochures or postcards, are much more appealing when printed in color. Alongside black-and-white, color printing catches the eye better and keeps attention longer. Color can establish your company brand if used consistently. Answer Their Questions Before They Can Ask The best way to get customers happy is by giving them as much convenience as you possibly can. 5 Tips for Color Printing Color enhances the appearance of any printing project, whether it be flyers, postcards, brochures, posters, or any other advertisement. Since it is such a viable aspect, color must be used carefully in design so that it doesn't have the wrong affect on viewers. Following some guidelines for color use and printing will improve your results. The Basics of Direct Mailing Just because something has been around for a very long time, that doesn’t mean you’ll know what all it entails and what it can mean to you. Do’s and Don’ts for Effective Advertising There are so many ways to advertise these days that it is hard to know what options to use and how to use them. Here are some quick and easy tips to effectively advertise your business or product. Helping Others Can Truly Help Your Company Early August is almost here and the anticipation of the upcoming Olympic Games in Beijing is steadily increasing. As hopeful spectator’s eyes turn expectantly toward China, their eyes will also be taking in the ads of the Olympic corporate sponsors. Avoid These Missteps in Your Ads Today's small business owner has many avenues to get the word out about their product. Tried and true techniques like utilizing color printing for targeted direct mail campaigns are still quite popular. Why Make a Booklet? They aren’t really new, they’ve been around and been used by many companies for many different reasons, yet plenty of people don’t really understand their use or value. How to License an Idea Maybe you are the creative type that comes up with great ideas, but you do not have a clue on how to run a business. Alternatively, maybe you would just rather think of great ideas than implement them. Either way, licensing your idea is a great method to be paid for your invention ideas. The Give and Take of Marketing Marketing is about both the customers and the business they’re buying from. To focus too much on only one or the other is failing to understand what truly strong marketing is all about. Different Brochures Options I can bet you’ve seen quite a few of them before. The brochure has been around for a very long time, and they are used by so many different companies you can’t help but see them all over the place. But the thing I’ve noticed about them is the surprising lack of variety a lot of companies employ when designing them. This isn’t really about the kind of graphics they use or word choice they put in them, but the actual design of the brochure itself. I suspect that the reason for this lack of variation is derived from the fact that so few companies are varying things up, which ends up creating a kind of vicious cycle. Company A sees what company B is doing and figures company B must know what works and what doesn’t, so company A does the same thing. Circumstances like this help to ensure that you don’t get much variety in your advertising, and variety is what gets people looking at you. If You Don't Know Who You're Marketing to, You Aren't Marketing to Anyone Are you able to close your eyes at this very moment and see the face of the people you’re trying to market to? Do you know the kinds of things these people like? Do you know what images appeal to them, what products they have the most need for, and what styles of marketing will best grab their interest? How clear is the image you’re seeing? Do you know exactly who these people are or the image fuzzy, barely in focus, or not in focus at all? How to Be Unbiased in Brand Planning When it comes to advertising your business, you have to set your personal preferences aside in order to make decisions that are right for your business. Although in some ways your personality is a reflection of your business, you do not want to make it so overwhelming that your advertising campaign fails to bring the results you expect. Let Them Know Why They Should Listen If a complete stranger walks up to me and says, “I’d like to sell you something,” I’m not going to care that much about listening to them. They can tell me that this will change my life, make everything better, or save me a lot of money, and I still probably won’t give them much of my attention. A Plethora of Printed Paper Pad Options Paper memo pads can be the perfect way to promote yourself. But I found it very difficult to choose which kind, size, and color during my pad printing process. There were so many choices! So, let me help by giving you the best of the best options that I found for pad printing. Cut Your Marketing Costs Marketing can be a very costly affair. The annoying but honest truth of marketing is that you have to spend that money before you can really start making it. But if you haven’t had a chance to make a lot of money than how are you supposed to have a lot to spend on your marketing? While marketing is always going to cost money, it doesn’t mean you shouldn’t be on the look out for the best deals possible to cut back those costs every time you can. The problem comes from a need to maintain high quality work while spending less money, and that isn’t always easy to accomplish. Don't Be Afraid to Make Comparisons Guess what: you have competition. I know you have competition, and I’ve never worked for your company. Your customers know you have competition. In fact, I’d wager they are the ones most keenly aware of the fact that you have competition, because they’re the people most likely to have interest in jumping the fence and trying that competition out. Tips for Better Catalogs I’ve picked up catalogs before where it seemed like the company who made it didn’t really care about marketing with it. This is a list of products and little else. The words they used in the product descriptions and the way they formatted the catalog suggests they had no interest in trying to sell anything. Give Them a Sense of Urgency Most people aren’t going to put a lot of thought to advertisements when they read them. The reason is because of just how many advertisements there are out there. They’ll take in what the information says, but that doesn’t mean they’ll always be inclined to apply it to them personally. The Importance of Databases It can seem so technical. Only large companies are going to have extensive databases about all of their sales along with any other information they feel like keeping track of. The Need to Know Design How much do you know about graphic designing? Having you ever bothered to open up Adobe Photoshop to browse through its features, see what it can do? Having you ever served the internet for a brochure design you liked? Ever really taken the time to take a serious look at what is out there and what the competition is handling? Beat the Creative Block Here’s the scenario: You have a big project you need to get done. You have some brochures you need to design and write text for and a big poster you need to start designing soon so you can send it right away to a commercial printing company. But once you sit down your mind just won’t give you anything. The Art of a Good Advertisement Advertising is a necessary evil for every small business. As frustrating as it can be, you have to do it to continually bring in new business and expand your company. And if you are going to do it, you might as well figure out how to do it the correct way, right? Things to Know about Business Cards 1. They are essential. Yes, business cards have been around forever, and everyone has one, but they still do the job. As long as you are able to make your cards stand out from the millions of others, and make them memorable to the customer, they will pay off for your business. Reasons to Use Greeting Cards in Your Marketing Campaign A recent survey by Hallmark Business Expressions found that by sending business thank you cards, you can increase consumer loyalty. Approximately two-thirds of consumers surveyed said that when businesses send greeting cards to show appreciation for a purchase or referral, the consumers are more likely to do business with the company again. Almost 75% said that they appreciate the gesture and they feel like the company really cares about them. Remember the People Who Got You Where You Are I was watching a tech show recently that was doing some video game reviews. Something they mentioned was a recent complaint being raised by many fans of a series called Diablo.

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