Communicating via visual means is central to the selling process. Imagine trying to explain your product or service without having the assistance of a brochure, a display ad or a web site. Think how difficult it would be to differentiate …
Good Graphic Design: the Secret Ingredient in Visual Communication Read more »
A very useful tool for any writer is a swipe file, a place to collect examples of effective writing that comes to your attention. A swipe file can contain anything you want it to – headlines; introductory paragraphs, body copy, …
Update: Well it would seem that the USA wasn’t ready for our standard paper size change, so for now we will be keeping with the standards we have been using since 1931. But we promise that we are keeping our …
Marketing to businesses requires patience and the ability to deal effectively with a variety of different people in the selling process. Here is a breakdown of the types of people you are going to encounter. Just something to keep in …
The end of an old year and the beginning of a new one often brings out the introspective side of businesses and organizations. It is a good time to review the results of the past year and plan for the …
Planning Your Marketing and Planning What You Print Read more »
Imagine a page of text describing a product offered for sale. Now imagine that same page with images of the product added. Even in your imagination there’s a difference – the image adds interest to the page and improves its …
If you’re a regular reader of this newsletter, you know we strongly believe in the power of direct mail marketing as a way to build business. Keeping your company or organization’s name in front of customers helps to reinforce their …
Taking it to the Street: How good is your Mailing List? Read more »
Every company or organization has an arsenal of marketing tools that share common characteristics: to introduce the company or organization to prospective customers; to describe the products and services offered and how they benefit the prospect; to show how your …
Expand Your Marketing Outreach with a Newsletter Read more »
No, these terms are not interchangeable. Brightness is the amount of light reflected back to the reader’s eye, while whiteness refers to the quality (rather than the amount) of light. A bright sheet increases the contrast between the paper and …
Is the whiteness of a paper the same as its brightness? Read more »
When deciding on the paper to use for marketing materials such as a brochure or sell sheet, many of our customers tell us, “I’d like a shiny paper; it looks so professional.” We’re not sure how this association between shiny …
Topping It All Off: Coatings on Paper and Printing Read more »