4 Ways to Save Money on Printing Full-Color Marketing Materials

April 23rd, 2012

May  2012

4 Ways to Save Money on Printing Full-Color Marketing Materials

New technological advances in computer software and printing equipment have lowered the cost of printing on certain jobs but you’re faced with high-cost decisions on whether to use 4-color printing or not. Here are 4 suggestions you might try.

1. If you need a short full-color run (usually less than 500 sheets), find a printer who offers digital color printing. By using this process, you don’t pay for negatives, make-readies, or plates, and you can print variable data (for example, addresses on post cards). The forerunners were the Xerox DocuColor, a toner-based digital color press and the HP Indigo, an ink-based digital color press. There are many more high tech printing presses now available.

Eye-Popping Tip: The quality of digital printing has improved to the point that sometimes it is difficult to distinguish digitally-printed pieces from traditional offset printing.

2. Find a printing company that does “gang” printing. This printer usually specializes in certain types of 4-color process jobs, such as business cards, postcards, or 8.5″ x 11″ flyers. They can offer cost savings to customers by printing multiple jobs on one large press at the same time. Each customer shares the expensive 4-color “set-up” costs with all the others on the same job, so everyone’s price goes down.

The disadvantage is that your turnaround time is affected if you have to wait for the other orders to arrive. You also lose the opportunity to choose the paper you want—all jobs are printed on the same large sheet, then cut apart.

Similarly, you lose customized control over your job. For example, you cannot ask the printer to adjust the colors on the press to your specifications. Sometimes unexpected color shifts will occur on your printed piece.

3. Pre-print color “shells” of common, repeating elements. If you have a newsletter, promotional campaign, or other multiple issue publication, you’ll then use these shells for several issues. On the shell you would design a newsletter with your logo, masthead, and tag line in color. Print these elements, leaving white space for the custom information that will appear in each issue.

Have your printer do enough shells for a one-year cycle, then store them and pull from them for each issue. New information gets printed on the shell in black ink. With this option, you only have to pay for color printing once.

4. Use full-color pre-printed papers. This option is recommended only for very short runs on a shoestring budget. It
requires weighing the cost savings against the loss of customization and possible loss of quality for your printed piece.

These papers come in a variety of designs for all occasions and in layouts for business cards, trifold brochures, flyers, letterheads, reply-cards, and more. In many cases, matching presentation folders, greeting cards, and thank you notes are also available.

The papers have a graphic “theme” in a frame around each panel, with the center area open for you to add your content. You purchase these papers in packages of 25 to 50 sheets and design your content to fit into the open areas. Put the pre-printed papers in your black and white laser printer or ink jet printer and print the content in black.

A few disadvantages come with this option. You won’t be able to edit or move the color graphics because they’re already printed. The business cards are perforated and may be printed on paper that isn’t as thick as you might like. Be aware that perforated business cards may look “cheap” and the pre-printed designs may look familiar because they come from artwork that is “stock” and not original to you.

The use of color will make your marketing materials more attractive, persuade more prospects and convert more sales. Nowadays you can be creative with your printing solutions without spending a lot of money.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Karen Saunders and her team of award winning designers help authors and small business owners design their books, build their brand, launch their website and market their business. Visit her website to download a free Book Media Checklist and a free eCourse on How to Create a Best-selling Book Design from the Inside Outwww.MacGraphics.net You can also contact her at 888-796-7300, or Karen@macgraphics.net.

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Printing Options for Your Self-Published Book

March 23rd, 2012

April  2012

Printing Options for Your Self-Published Book

So you’ve finished writing your manuscript. You’ve hired an editor to edit your book and a designer to create the cover and lay out your interior. Great. Now you’re ready to print your book. There are two ways to have your book printed. Your choices are to have it printed conventionally or print on demand (POD).

I’ll explain the differences and provide a price chart for two hypothetical books. But, before you can make your printing choice, you need to decide if you want someone to handle the printing process for you, or to deal directly with the printer.

General Contractor vs Self-Publishing Company or Vanity Press

You can act as a general contractor and work with a book printer directly to get the best prices, or you can work with a self-publishing company or vanity press to handle the printing for you. Since you’re already working with a designer who will prepare print-ready files for you, I suggest consulting with your designer on getting a list of recommended printers, setting up your printing account and uploading your files.

If you work directly with the printer you’ll save money on your printing costs because all self-publishing companies and vanity presses mark up the cost of printing by at least 15% or 20% or as much as 200%. This is how they make much of their profit.

You can have your designer send your book’s high resolution PDF files directly to the same POD printer (Lightning Source, Inc.) that almost all self-publishing companies and vanity presses use and save hundreds or thousands of dollars.

If you work with a self-publishing company or vanity press, they usually have various service packages that may include designing the cover and interior, doing the editing and proofreading, getting your ISBN number, LCCN number, copyright registration and bar code, creating a website, providing marketing services and distribution, all for a portion of your book royalties AND a printing markup.

If you act as a general contractor you’ll need to do these things yourself or hire people or companies to do most of these services, but you’ll have more control over the quality and price.

I’ve put together an award-winning team of experts in all these areas who don’t take a portion of your royalties. Once you’ve paid for the service, you’re done paying. You work directly with the team member or company and not some overseas service agent.

If you act as a general contractor and work directly with your printer, you don’t share any portion of your royalties with any company and you don’t pay a markup on the printing cost. However, you still need to pay a trade discount (the percent you pay to the wholesaler and retailer) for retail sales of your book. You will also pay a fee or a percent to the distributor.

Conventional vs POD Printers

Let’s compare what conventional and POD printers have in common. Both will have customer service reps who can help you set up your account and answer questions about their products and services: (ie: paper stock, bindings, finishes, turnaround, printing and shipping costs, etc.). You can find excellent and poor printing quality and customer service with either type of printer.

How are they different? Conventional printers print a minimum of 500 or 1000 books per one order. POD printers can print as few as one book per order. Conventional printers will have more options for paper stocks, inks, and offer features that POD printers don’t  (i.e.: special bindings, embossing, foiling, die cuts, specialty finishes).

The price for printing books conventionally will usually be lower because of the large quantity printed. However there is a sweet spot for soft cover books with lower page counts and B&W interiors. (See Print Comparison Chart below).

Conventional printing usually takes around 5 weeks to turnaround a soft cover book, whereas POD printers can turn it around in 2 weeks. If you need to reorder books, POD printers can turn around a small quantity in 48 hours for a rush charge.

Distributors and Discount Rates

If you choose a conventional printer, you will need to hire a distributor sell your books in bookstores. If you choose POD, the self-publishing company or vanity press will provide distribution to Amazon.com for online sales and with Ingram or Baker and Taylor for brick-and-mortar bookstore sales.

There are only two POD printers you can work directly with that are tied into distribution channels: CreateSpace and Lightning Source. CreateSpace is a self-publishing company owned by Amazon.com and has their own in-house book printing. They will take a 20% trade discount for book sales on CreateSpace, 40% for sales on Amazon.com and 60% for brick-and-mortar bookstores.

Lightning Source is a printer but not a publishing company. You can select a trade discount rate as low as 20% for Amazon.com sales. They recommend setting the discount between 20% to 55% for online sales, and 55% for brick-and- mortar bookstore sales. They work with Ingram and other distribution partners for book sales to brick-and-mortar bookstores.

If you hire a distributor or use a self-publishing company or vanity press, the trade discount rate may be as much as 50-60% for Amazon sales and 40% for brick-and-mortar bookstore sales.

Please note, many brick-and-mortar bookstores won’t list your book if you don’t have at least a 40% to 55% trade discount, however don’t assume they will carry copies of your book in their stores even if you do set it that high. Most self published authors don’t even bother with brick-and-mortar bookstore sales and just concentrate on building good online sales.

Printing Cost Comparisons

The printing price chart shown below is for two hypothetical books with soft and hard cover and two different page counts. The the books have a 6 x 9 trim size with full color cover and B&W interior. The hard cover has a dust jacket. This list does NOT include printing prices from self-publishing companies or vanity presses that mark up their printing costs.

You will notice that I highlighted all 128-page book prices between a low of $1.77 and $2.58. This seems to be the sweet spot where POD print costs are very competitive with conventional prices.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Karen Saunders and her team of award winning designers help authors and small business owners design their books, build their brand, launch their website and market their business. Visit her website to download a free Book Media Checklist and a free eCourse on How to Create a Best-selling Book Design from the Inside Out www.MacGraphics.net You can also contact her at 888-796-7300, or Karen@macgraphics.net.

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Spotlight on a Client Project: Featuring Alphabet Denver and Kitty Migaki

February 26th, 2012

Spotlight on a Client Project: Branding, Book Cover, Book Interior and Website Design

Featuring Alphabet Denver by Kitty Migaki

March  2012

As a team leader serving the publishing community, I have the privilege of helping authors publish their books and launch their websites. Every client is so passionate about his or her book, product or service, it’s fun to live vicariously through their work for a few months.

Occasionally a client brings a project that seems to leap heads and shoulders above the rest in regard to the intriguing subject matter, quality of content, scope of work, artistic challenge and affect it has on our community.

One such project was Alphabet Denver, the first in a series of books by Kitty Migaki of Littleton, Colorado. It was so much fun taking her idea through the many phases — branding, cover design, interior layout, website writing, design and development — and sharing the work with multiple team members along the way.

Here’s the front cover of her book. Team member Kerrie Lian created the playful cover and interior design to complement the stunning photos and whimsical poems by Kitty Migaki.

I have a feeling this book will win many awards. It’s already won the Moonbeam Children’s Book Award in the Childen’s ABC Book Awards category.

Kitty and her book were prominently featured in The Denver Post. Here is a link to the story: http://www.denverpost.com/lifestyles/ci_19549379

What is Alphabet Denver?

Alphabet Denver is a 64 page full-color hardback book of the ABCs rendered in photographs of downtown Denver architecture. Accompanied by 10 different styles of tongue-teasing poetry including alliteration, limerick, concrete poems etc. Each letter includes the longitude and latitude of it’s location so readers can go on a GPS Alphabet Hunt! No GPS? No problem — the physical addresses are listed in the back.

For teachers and home schoolers Alphabet Denver is a teaching tool that facilitates learning. However, Alphabet Denver is REALLY about fun for families. Families can take the book downtown and find the letters in the kids’ names, turning the book into a fun game! Kitty has been contacted by several grandparents who found Alphabet Denver one of the few activities that they could share with their grandkids, and that the book commanded their attention whatever their age!

I asked Kitty why she wrote the book and she said she wanted to “create a book that offers multiple learning opportunities, and also provide an activity that generations can share with each other, and build memories. For folks who buy the book from my website or in person I also include a sheet of ABC stickers so readers can put a sticker on the Keep Track Page in the back of the book to record their letter find.”

Here are several of the letters on the double-page spreads designed by team member Kerrie Lian:

As you can see in the pages from the book above, Kerrie Lian was able to take Kitty’s photos and text and make them jump off the page! Kerrie selected the font, the colors, the embellishments, and captured Kitty’s vision for the book perfectly.

Team member and branding expert, Patrice Rhoades-Baum worked with Kitty to clarify her business objectives, identify her various target markets, see the many ways each different buyer can use the book, and create her top benefit message, which we transformed into a tagline.

Then Patrice wrote strategic hard-working website copy that educates the community, offers fun activities and sells books.

Lastly, Lauren Klopfenstein and Matt McKendree of Lauren Graphics Inc. collaborated with Kitty to design and develop the colorful, fun website. I’m proud to have such a talented team who can help my clients realize their dreams!

Shown below is the home page and a link to the site where you can buy her book: www.AlphabetDenver.com

Kitty said, “The website looks very professional and I like the bold colors in keeping with the theme of the book. Lauren and Matt, like Kerrie before them, were very good at listening during our discussions and making sure that what they designed and built was in keeping with the theme and overall look. The website for Alphabet Denver presented some new areas to explore in design and Matt went after it!

“It was a joy to work with both Patrice and Kerrie on the MacGraphics team. Patrice was a font of positive and creative suggestions and went beyond her usual role to provide expertise in more areas of the book. I can’t imagine working with anyone else but Kerrie, the design could not have meet my expectations better if I had done them myself, if only I could do design! I am looking forward to our next project, Alphabet Chicago.”

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.



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Posted in Book Covers, Branding, Self Publishing, Uncategorized, Website Design, awards, book interior, page layout, target market | No Comments »

26 Essential Items for a Professional Speaker’s Carry-On Bag

January 29th, 2012

Be a Prepared Speaker with this List of Must-Have Items

February  2012

Over the years, I’ve done some public speaking, mainly to position myself as an expert in my field. In that time I’ve been exposed to a variety of challenging situations that required on-the-spot creativity and preparedness. Murphy’s Law comes into play with technical difficulties, poor time management by meeting planners and just plain bad luck. At times I wondered how to make the most of a dire situation and still deliver a professional presentation.

Orvel Ray Wilson has put together a list of items a speaker must have to prepare for the inevitable. He has graciously allowed me to share it with you. Orvel has made a name for himself as a speaker with his Guerrilla Selling series and now is coaching speakers. He’s worked with a several of my clients, helping them launch products and keynote speaking careers. Make his list a part of your speaking preparedness routine, and you may save the day for yourself or someone else!

26 Essential Items for a Professional Speaker’s Carry-On Bag

by Orvel Ray Wilson, CSP

After 30 years as a Professional Speaker, I presented a two-day Guerrilla Selling seminar recently in Nairobi, Kenya, where I was reminded of the importance of being self-sufficient on the road. Africa is like a whole other country, and it’s hard to find stuff. The same could be said of Lincoln, Nebraska. Every Professional speaker should take responsibility for their own comfort and equipment, and always be prepared for the inevitable catastrophe.

The Professional Speaker’s Gig bag should contain:

  1. Your laptop computer
  2. A dedicated power supply that stays in your bag.  (I recommend the universal Targus AC70U.)  Leave the factory version at your desk. That way you’ll never make the mistake of forgetting to pack it. And you won’t be too disappointed when you leave the universal one behind at a venue. You can always get another at Staples.
  3. Your own PowerPoint controller (I highly recommend the Logitech Professional Presenter R800, which includes a green laser and a cool timer that vibrates to tell you when to shut the hell up.)
  4. A small portable mouse (a cheap one works fine; you won’t be using it that much.)
  5. Copy of your install disk for Microsoft Office for when you’re sitting in a FedEx Kinko’s at 2:00 AM and need that obscure printer driver.
  6. A 4 gig flash drive for backing up your presentation, and another for using sneakernet to transport it between platforms. Better still, carry an extra backup in your pocket or purse. It will save your show when your laptop dies or is stolen out of the meeting room while you pee.
  7. Portable travel alarm clock with a display that you can read from across the stage. (Try the free iPhone app NightTime for its big red-number display.)
  8. Portable digital thermometer, to settle the argument between the hotel engineer and the whining guest who insists it’s too cold.
  9. Fully loaded iPod, with royalty-free music that you can play during walk-in and breaks in your program, plus news podcasts, a movie and a favorite TV show or two.
  10. iPod/iPhone USB connector cord and AC adapter/charger
  11. A spare pair of Apple earbuds so you can listen on the plane
  12. A stereo 1/8″ (mini) phone to 2 mono 1/4″ phone send return (insert) cable so you can plug the iPod directly into the sound system (write it down and ask the geek at Radio Shack).
  13. Noise canceling headphones (I highly recommend the Bose Quiet Comfort 15′s. They sound great, and are a great comfort when stuck on a plane next to the inconsolably crying baby.)
  14. Three or four spare AAA batteries to power your remote and headphones.
  15. Package of 2 spare Duracell 12V batteries for the wireless mics, even when the hotel supplies them. When they go dead, it’s always in the middle of your show.
  16. Package of Halls Honey Lemon Cough Drops (the Cherry ones make your tongue look weird)
  17. Pack of chewable Pepto Bismo tablets
  18. Package of Imodium AD (for when the Pepto Bismo doesn’t help)
  19. Melatonin tablets. The absolute best herbal remedy for jet lag. Take two an hour or two before sleepytime.
  20. Blindfold (for airplane sleepytime. Also handy for terminating unwanted conversations with annoying seatmates.) You can buy them in most airport shops, but they hand these out free in first class, so ask the cabin crew for one on your next long haul.
  21. Copy of your room setup instructions. The hotel will have lost the one you sent ahead. Trust me on this. And carry a version in Spanish, for when you’re working in a Latin American city like Los Angeles or Miami.
  22. Copy of your standard introduction, printed in 24 point type. Your introducer will have forgotten the one you sent ahead. Trust me on this too.
  23. Color copy of your passport (and applicable visas)
  24. Color copy of your drivers license (enlarged 2x)
  25. A crisp $100 bill (series 2000 or later; some overseas hotels won’t accept the older ones). Hide it in a zippered pocket of your computer bag. This can bail you out of a lot of trouble almost anywhere in the world.
  26. $100 in 20s for tipping the hotel housemen when you have ask them to reset the whole meeting room classroom style instead of rounds.

All this, and more, fits neatly in my IBM Thinkpad’s little backback. Not only has it saved my skin, but it’s rescued more than my share of other speakers as well.

Orvel Ray Wilson, CSP is a 30 year veteran of the platform, award-winning international speaker, and co-author of the legendary Guerrilla Selling series.  Call him at 800-247-9145. Visit his website: The Guerrilla Group.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

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How Color Can Add “Zing” to Your Design and “Ka-Ching” to your Sales

December 30th, 2011

How Color Can Add “Zing” to Your Design and “Ka-Ching” to your Sales

January  2012

Vibrant colors add an exciting dimension to your marketing materials, but no one has to tell you 4-color graphics cost a lot more to print than black and white or 2-color graphics. How do you determine when it’s cost effective to go the distance and get full color?

In my experience, items such as book covers and video/audio/CD packages need to sell themselves on appearance alone. Often impulse buys, these items merit vibrant colors and attention-grabbing graphics or they fade away on the sellers’ shelves. By a phenomenally higher percentage, buyers are more likely to purchase books with a professionally designed, full-color cover than with an amateur cover that has only one or two colors.

For author Lin McNeil, I designed the second edition of her 7 Keys book cover using fresh graphics and full-color printing. Notice how the full-color cover jumps off the page compared with the original two-color version.

Before

After

When a portrait makes up the central graphic element in your piece, you want it to evoke a warm, personable feeling from the natural flesh tones of a full-color original photo. Add to that a colorful garment and action pose. Together, these color elements draw attention to the photo, which is what you want!

In Diane Sieg’s flyer, notice how her personality comes alive with the use of full color. As a result, the most important graphic element—her colorful fun portrait—becomes the focal point of the page.

Before

After

I recommend cutting back to 2-color graphics for your printed stationery and newsletters. That way, you can save your money for full-color printing on projects that demand more pizzazz—those have to jump off the sellers’ shelves.

Eye-Popping Tip: Printing full-color graphics on a traditional offset press becomes cost-effective in quantities above 1000. In many cases, a quantity of 500 usually costs only $30 less than a 1000. Why? Because the printer’s set-up charges make up most of the initial cost.

Want an alternative to offset printing? Consider opting for digital printing or color copies for quantities below 500. Color copies are priced per page without an initial set-up charge. Do your research and determine where the price break is for the quantity you want to print. That will help you decide which option to choose.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

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Posted in Book Covers, Color, One Sheet, Printing | No Comments »

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