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Good Design Makes Good Sense
Organized your pencils and pens lately? Sorted your clothes into a logical system in your drawers? Then you already understand the basic elements of good design: it's practical, it's systematic, and it makes life easier.
In the same way, marketing materials that use good design make business easier for your customers. Layout and presentation make the difference as to whether people will understand your products and services. This is why a well-designed ad outperforms one that's thrown together using intuition alone.
Well-designed materials become even more important as their complexity grows. For instance, an ad typically gets someone's attention for five seconds. In contrast, a brochure has the potential to claim much more of your prospect's time and commitment. Hand a customer a poorly-formatted, hard-to-read piece and you may lose them forever.
So is good design really as simple as organizing your tie collection? Well, not quite. But there are some hard and fast rules you can follow. Use this checklist for your next project. Structure and time your piece correctly, and then brace yourself for every businessperson's dream: informed customers who are ready to do business with your company.
Five Basics of Good Design
1. Never obscure your message. The KISS (Keep It Simple, Smarty) rule applies equally well to writing copy, creating graphics, and choosing a format.
2. Work backwards from your goal to your marketing piece. Listen to your customers' needs before you make a decision about how to fill them. A website may not initially appeal to you as a tool, but if your customer base is using the Internet, it may be a great way to deliver your message.
3. Present similar kinds of information in similar ways. People love to look for patterns. And we feel good when we find them, so let your customers in on that happy feeling. Chances are it will help them retain your information better and use it more effectively.
4. Save special effects for the 4th of July. Just because you can print in all caps in that cool new font, it doesn't mean you should. Readability wins out over gimmicks every time.
5. Be practical and be dedicated. Consider all the steps involved in a project, from the time you spend creating it all the way through to postage or follow-up calls. Commit to following through on every item or your project may not succeed.
Wendy Gray Maynard is the co-owner of Kinesis. Kinesis specializes in marketing, graphic design, and business writing. Visit http://www.kinesisinc.com for more articles and free marketing wisdom.
Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: http://www.news.kinesisinc.com
More Cheap Tricks for Promoting Your Business
In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
Three Keys to Crafting Successful Print Ads
Want to create print ads that get results? Below are three keys to get you started.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating:
Secrets to Get Free Advertising
The opportunities to get free advertising for your product or services are limited only by your own imagination and energies. There are so many proven ways of promoting your objectives without cost that it literally boggles the mind just to think of listing them.
Forgot The Ad Budget? Dont Panic!
Bob is excited about his new business. He secured funding. He leased the building. He stocked it full of new gadgets. He hung the sign. He posted a banner on his window that reads,"Grand Opening!". And now he stands behind the counter, waiting for customers to come flocking in. And he stands there. And he stands there. And he stands there.
Custom T-shirts -- Put Your Company Logo on Cotton!
An effective way to gain company recognition is to order custom t-shirts with your company name, logo, phone number, and other important information on them. You can use customized apparel to outfit your employees as well as to contribute a sense of professionalism and reliability to your company. In addition to outfitting your company with the custom apparel, you can market your brand by distributing the custom designed clothing to your customers and potential clients.
Information Gathering & Delivery May Never Be The Same!
Give Us The Bottom Line!
Constructing Business Advertisements
What many may consider the most important part of advertising is writing an effective ad. The information provided in a classified ad may be the deciding factor if it is successful or a, "bomb". In addition, there are three important angles to consider when writing business advertisements.
What are Text Adverts?
Not everyone is aware of what are text adverts? Text Adverts are a form of low cost advertising used by website owners to promote their website and services to a quality targeted audience.
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.
Free Internet Advertising: 6 Proven Ways To Prevent Your Competitors From Stealing Your Customers
It is getting harder daily to generate traffic.
If You Lost 70% of Your New Customers, Would You Notice?
Buyers Don't Rely on the Yellow Pages Like They Used to
Hit Them With Benefits
More about advertising from BIG Mike McDaniel
If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret
A few years ago, I analysed the statistics of where one of my clients, M & M Pest Control in Sydney, generated all their leads from. As a result of this, Ray Milton, the director of the company said:
Non-profit Coupon Books and Coupon Mailers for Small Businesses
Many groups like the Chamber of Commerce, ASB at the local high school, etc. will ask if their members can get a discount if they shop in your store or use your service. Of course, the answer top these groups should be a high-energy YES! They will then make a discount booklet for their members with your company listed, this is excellent and promotes good will for your business.
Nine Power Words To Punch Up Your Ads
As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.
Secrets to Profitable Mail Order Products
Generally speaking, everybody either in or wanting to get into mail order, feels that they have the final answer to what the general public will beat a path to their door to buy. The problem is that once they've invested a good deal of hard-earned cash and countless hours, their programs don't sell quite as well as they had hoped they would. Thus it is that these people begin to feel that they've left something out or perhaps not doing "some little thing" that they should be doing.
Avoid The Big Advertising Mistakes
Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:
Direct Mail = Your Money, From Printer to Mailbox to Trash!
I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag. At the end of one week they gave it to me to be weighed. Guess how much the bag weighed? Remember, most mail is a fraction of an ounce. 63.4.....not ounces....lbs! Something is wrong with this picture! That's like 2 1/2 pounds per person per week! Holy Cow! Also this was a March survey, what if it had been done in November?
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out.
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