Monthly Archives: March 2010

Perfect Your Proofing

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It may seem like there is never time to proof something thoroughly the first time, but when it is not done, you may end up making time to do the entire job a second time. Just what are some of the things that should be checked during the proofing process?
Here is a list to perfect your proofing strategy:
  • Proof the text. The first place to start is the text. Review all text for spelling and grammatical correctness, check punctuation, and most importantly, accuracy of content. Making changes to text later in the production process will only slow things down, so make sure that everything is perfect before moving on to the next step.
  • Proof the images. Viewing the images on your computer is a great place to start, as long as your screen is calibrated properly, but keep in mind that the colors on-screen will not be a perfect match to the colors that are printed. Be sure to check the size and resolution of the image. For high-level image quality jobs, it may be wise to have a physical proof rather than just an on-screen proof of the images done on professional proofing equipment—you will get a better idea of the true color of the piece.
  • Proof the pages. Checking an entire page of an original can be done on screen, but it is also a good idea to print out the pages. Look over the typography, placement of images, illustrations and text, as well as hyphenation and line arrangement, page format, and bleeds.

The difference between a thorough proof and no proof at all is the time you may spend having to redo a job. Taking the time at the beginning will save you time and money in the long run.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, graphic design, marketing – 318.868.3351

Self-Mailers

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Companies can save substantial amounts of money by eliminating the need for envelopes. The possibility of creating a self-mailer should be considered with any direct mail piece.
A self-mailer is simply a piece of mail that doesn’t require an envelope. All of the necessary mailing information is located on one of the outside panels.
Because self-mailers do not require envelopes, you must be more creative when designing the format, since you don’t have the luxury of an envelope to contain any extra sheets of printed material.
Here are some things to consider when designing a self-mailer:
  • Will the delivery address be printed directly on the self-mailer, or will self-adhesive labels be used?
  • The amount of written material in the self-mailer will determine the overall size of the mailer.
  • Information needs to flow quickly and smoothly from the initial pitch to the fine print. The fewer words needed to convey your message, the better.
  • The type of closure needs to assure safe passage through the mail. Staples are used often, but many people find them unappealing. Miniature self-adhesives are available in many colors, shapes, and sizes.
  • If perforated sections are used, keep them in mind so that nothing can slip loose while being passed through the mail.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design, marketing – 318.868.3351

Customer Survey Lesson from the Census Bureau

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Customer response forms, whether they are surveys or feedback requests, are an invaluable part of your company’s go-ahead plans. The feedback you receive helps to drive your marketing and product improvement efforts. But, if these response forms are not pleasing to the eye, and easy to use, your customers will be more likely to throw them away than fill them out.
If you are preparing your company’s survey or feedback forms, take a lesson from the U.S. Census Bureau. In 1995, while they were beginning preparations for Census 2000, they spent time rethinking the effectiveness of the Census forms in creating a desire to participate. They realized the forms were unappealing and hard to follow, and because they wanted to generate a 100% response rate, they needed to find a way to boost people’s desire to participate. What they came up with was a fresh look that combined fact gathering and encouraging language with a fluid design and color scheme.
While the sheer volume of participants in the 2000 Census make this project seem irrelevant to the information gathering of a small company, there are many things that can be learned about form and function from the Census design.
  • Keep your design simple.
  • Use colors that set people at ease.
  • Consider the use of rounded shapes and lines, which are more appealing than rigid boxes.
  • Inform the participants of the value of their responses.
  • Make your form a safe place to divulge information.
Customers want their voices to be heard. When you ask them questions about themselves, you are giving them a place to participate in the future decisions of your company. Presenting your request for information in a way that makes them comfortable and eager to participate will increase your response rate and ultimately, your bottom line.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design, marketing – 318.868.3351

DESIGN – Variation on a Theme

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Choosing an appropriate color palette is an important step in creating great design. Using the right mixture of colors is what gives life to the images you create and combine. But perhaps the best way to ensure you are using your colors to their full potential is to experiment with the placement of each color.
This variation on a theme, as seen above, serves to change the look and feel to give you a look that supports the image’s message. The key to variation is experimentation. When you stumble upon the combination that works best, you’ll be glad you took the time.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, graphic design, marketing – 318.868.3351

Eye-Teasing Design Tips

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When working in graphic design, making things look good may seem like the right thing to do, but perhaps making things attract attention should be your goal. Attracting attention can often be done by creating tension in the eyes of the viewers. Tension is defined as balanced relation between strongly opposing elements, or the interplay of conflicting elements. This tension or conflict will cause viewers to stop and take a closer look at your design in hopes of uncovering what is making them subconsciously uncomfortable.
Here are a few tension creating tips to intrigue your viewers:
  • Barely touching elements tease the viewers. Their eyes are drawn to this point of almost intersection, and they keep checking to see if the items really touch.
  • Design decisions that appear tentative, such as elements that are off-kilter, can cause conflict because the viewer will naturally want things to be straight and orderly. Deliberately placing images off balance, as long as it isn’t overdone, can help capture a viewer’s attention.
  • Using complementary colors next to each other, especially when there is a shared edge, can cause a vibration in your design. This is because each color is vying for dominance in the eyes of your viewer. Choose your colors to attract attention.
  • Using these techniques at some of the focal points of your piece, such as the center, and the corners, will retain the viewer’s interest as they digest all that your piece has to say.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design, marketing – 318.868.3351

Spicing Up Your Voicemail Greeting

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“Thank you for calling. Today is Monday, March 17th. I’ll be in meetings all morning and… blah, blah, blah…” Voice mail is one of those “conveniences” most people love to hate. They hate recording an outbound greeting, and they hate leaving inbound messages. But using voice mail doesn’t have to be as painful as a root canal without the anesthetic.
Here are 4 ways to make your voice mail fun, memorable, and a better marketing tool…
  1. Educate your customers. No, that doesn’t mean telling them you’re either on the phone or away from your desk. And it doesn’t mean letting them know what day of the week it is. Instead, try sharing a useful tip relating to your products or services. Let customers know how you can help improve their bottom line. Update the message frequently, with new and different advice.
  2. Inspire them. Start your message with a daily quote or quick anecdote that’s enlightening and inspiring. Your customers will appreciate the daily lift and might even encourage their colleagues (your potential customers) to call and hear the message, too.
  3. Involve them. Ask one or two of your best customers if they would be willing to record a brief testimonial to use on your voice mail message. The customers who provide the testimonials will enjoy the experience and probably encourage their peers to call and hear it. Your other customers and prospects will hear the testimonials and know they’re in good hands trusting you.
  4. Entertain them. Add a spark of humor to your voice mail message. Offer a “celebrity” endorsement, if you’re good with impersonations… or even if you’re not so good with them. (Robert DeNiro from Taxi Driver: “You talkin’ to me? You must be talkin’ to me, because Phil isn’t here right now.”) Poke some gentle fun at yourself. (In a harried voice: “The ringing. I hear the ringing… then the voices. Always the voices.” Second voice: “Hi, this is Gene’s psychiatrist. He can’t take your call right now…”) Share a humorous anecdote or (clean) joke of the day. Have fun with your voice mail message, and make it a treat for customers who call and cannot reach you.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design – 318.868.3351

Backstage @ Disney

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If you visit any one of the Disney Corporation’s facilities, you have experienced a phenomenon they call “Onstage and Backstage.” It’s quite a simple concept, and one that Disney has definitely perfected. The “Onstage” area refers to anywhere that guests may roam freely, while “Backstage” is where the cast members (employees) travel from one part of the park to another, take “Disney-free” breaks, and get into costume. For Disney, the separation between onstage and backstage is essential in maintaining the magical feel of their facilities.
Your company most likely has a similar onstage (customer area) and backstage (production area) structure. And while your employees may not use your “backstage” area to don their Mickey or Minnie Mouse costumes, there are things that go on behind the scenes that most of your customers are not privileged to see.
That is, of course, unless you offer to take your customers on a tour of your facility. At most Disney facilities, visitors can take a ride backstage to see some of the inner workings of the magical world. The same can be done at your business. Allowing your customers a peek at the inner workings of your company and introducing them to your staff will improve your relationship with them. And, showing them any impressive machinery or workflow systems you have in place will increase their confidence in the work you do for them.
Take a lesson from the Disney Corporation and see what kind of response you get from offering backstage tours of your company. You may be surprised to see how many people would be interested in getting to know your company better, and the effect their knowledge can have on furthering your relationship with them.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design – 318.868.3351

Happy Mail Newsletters

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Newsletters have become one of the most popular ways for companies to keep in touch with their customers. A well-written, interesting newsletter can establish expertise and credibility, inform and educate, as well as increase sales and influence positive word-of-mouth referrals.
Here are some tried and true newsletter do’s and don’ts:
People Like:
  • Interesting subjects
  • Short articles
  • Good visuals
  • Easy-to-skim designs
  • Bulleted lists
  • Content telling how to make money, save time
  • Clear organization
  • Calendars
  • Offers, benefits
People Don’t Like:
  • Intimidating pages
  • Disorganized information
  • Long, continuing articles
  • Overly frequent mailings
  • Irrelevant content
  • Impersonal tone
  • Receiving multiple copies
  • Chaotic page design
  • Too many pages
If you’re looking for unique ideas or expert advice on how to create a newsletter, or simply spice up your current newsletter, stop by our print shop. Not only can we provide you with inspiring ideas and printed examples; we can also help you create a powerful newsletter that will boost sales and stay within your company’s budget.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design, marketing – 318.868.3351

Power Presentations

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Maintaining Their Attention
Getting your audience’s attention is only the first step to a successful presentation. Once you’ve captured their attention, your next challenge is maintaining it. Typically, adults have short attention spans that shift constantly.
Here are some tips to help you out.
  • Provide handouts that outline your presentation. Ask your printer to use a heavier, 60 lb. paper if you have copy on both sides of the page. It will prevent a distracting show-through of your copy on the backside of the sheet.
  • Use colorful overhead transparencies with bold colors and large type. Use no more than seven words per line and seven lines per overhead. Letters should be one-fourth of an inch high and limited to one or two typestyles and no more than three colors.
  • To increase interest and keep people a little more alert, pass out one or two handouts during odd times of the presentation. Color photocopies of a product or graph are always effective, as are mini-catalogs, brochures, or postcards that contain your website address and contact information.
http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design, marketing – 318.868.3351

Guerilla Marketing Rule #6

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A customer is a very special person. Of the billions of people on planet Earth, only a tiny fraction have chosen to do business with you. They have selected your business on purpose. It is your constant obligation – though it should be a pleasure – to do what you can to improve the lives of these people: with valuable advice, reduced prices, and reviews of new products and services. The only way to do this is by staying in touch.
Customer reverence is felt by the heart and planned by the mind. Show your customer how much you appreciate them by sending:
A thank-you note within 48 hours of each purchase, although 24 hours is more impressive and memorable. Anyone can send a thank-you note. Guerrillas do it ASAP.
  • An offer of an item related to their purchase, tendered about 30 days after the purchase. The offer can be for a product or service.
  • A questionnaire. Send each new customer a questionnaire to learn more about them and their interests.
  • A birthday card. Use the questionnaire mentioned above to learn each customer’s birthday — month and day, not year. Then, send them a card when their birthday rolls around. Later, you can expand this tactic by sending graduation cards to the customer’s kids, anniversary cards to the customer and spouse, and postcards from your next vacation. Don’t overwhelm your customers, but continue to acknowledge their existence.
  • A newsletter, sent monthly, bi-monthly, or quarterly. If it’s created with customer reverence in mind, it will give more than it asks, provide valuable free information, and still make offers to sell something.
  • A catalogue of your offerings, sent only to customers or sent first to customers, then to prospects, if your customer list isn’t long enough. Customers will especially appreciate a catalogue that clearly communicates it is for customers only.
  • A fact-of-interest postcard, sent in the purest sense of customer reverence. Give data that can help your customer, without trying to sell anything. Keep it brief, and customers will actually look forward to your mailings — a dream world for most, but the standard situation for guerrillas.
  • Here are some of the more popular and creative ways to use postcards:
  • Thank you cards… have a picture of your business or organization printed on the front.
  • New product announcements… place a picture of the product on the front.
  • New employee announcements… feature the new employee’s picture on the front, with their contact information on the back.
  • Card pack inserts.
  • Customer follow-up mailings designed to create loyalty.
  • Low-cost direct mail marketing.

If you don’t stay in contact with your customers, somebody else may win them away from you. By constantly fanning the flames of love and loyalty, you will prove beyond any words that you revere your customers, while at the same time safeguarding against apathy.

http://www.ParagonPress.net – #1 in Shreveport, LA for printing, direct mail, design – 318.868.3351