For Book Publishers Wading through the Alphabet Soup: Decoding the ISBN, LCCN, Bar Code and More

August 31st, 2010

September 2010

As a book cover and interior designer I often receive manuscripts from clients and prospects missing portions of or the entire content of the copyright page. This is the most important page in your book. It contains language that protects your intellectual property; has your copyright date, publishing company contact information, ISBN number and LCCN number.

ISBN

Some of this information must be obtained in a specific order. The first item on the list to get is your ISBN number (International Standard Book Number). This number is part of a book identification system (sort of like the social security number is for people). Merchants, wholesalers, distributors, libraries, and search engines use this number to locate you, (the publisher) and your book. The ISBN number consists of 13 digits, and you may apply for a single number or set of 10 through www.Bowker.com. Each edition and format (i.e. hard cover, soft cover, e-book, audio book) of your book must have a different number, so if you think you’ll be publishing more books or products, it is wise to buy a set of 10. Packages start at $125. When ordering your ISBN online, once you submit your payment, the number(s) are immediately available to you.

LCCN

Next up is the LCCN number (Library of Congress Control Number aka Library of Congress Card Number). This is a number assigned to the Library Of Congress bibliographic record of your book. The LCCN number differs from the ISBN number in that an ISBN is assigned to each edition or format of your book while the Library of Congress number is assigned to the work itself.

This is a two-step process and can take anywhere from one to two weeks to complete. To start the LCCN application process, go to http://pcn.loc.gov/ The Pre-assigned Control Number program assigns the LCCN number. This is a free service, but you must later mail a published copy of your book to the Library of Congress. Audio books and e-Books are not eligible for LCCN assignment. The LCCN does not copyright your book.

Copyright

Your copyright is secured automatically when your manuscript is created, and your work is “created” when it is on paper – in book format or not. In general, copyright registration is a legal formality intended to make a public record of the basic facts of a particular copyright. But, registration is not a condition of copyright protection. You may register your work with the US Copyright office online at http://www.copyright.gov/ for $35.

Bar Code

The next item on your list is the bar code. This is the little black and white box with vertical lines that is printed on the back cover of your book. If you plan to sell your book in bookstores or online, you’ll need the barcode so merchants can scan the book for pricing and other information. The ISBN number is imprinted in the graphic, and the price can be embedded or printed above it. Your cover designer may order this for you for $10-$20. Within a few hours, the bar code is emailed as an eps file that the designer inserts into the back cover layout.

Other Content on Copyright Page

Your copyright page should have a simple notation to the copyright date and your name. It can be done with the copyright symbol © or the word “copyright.” It is printed like this:

Copyright 2010, author’s name or publishing company

or

© 2010, author’s name or publishing company

You should also include a statement regarding copyright infringement. Here is a typical statement:

All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of the publisher.

Include your publishing company contact information and your website address. You may also add credits to the cover designer, interior page layout designer and editor.

Contact your editor to help you pull together a complete copyright page for a polished professional book.

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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them, and audio class:
Put the Bling Into Your Brand“ at www.macgraphics.net/

Branding, Website and Book Covers: Tying It All Together

July 28th, 2010

August 2010

My team has just completed a series of projects for our new client, author and speaker Bill Young. The posted portfolio samples and case study information show you how we created a new brand and worked together to keep the graphics consistent throughout his website, book covers, CD label and stationery items.

An accomplished business and community leader, Bill Young has created and sold businesses, is spearheading efforts to raise millions of dollars to fund a healthcare start-up company, and has led teams of volunteers to raise millions for Denver-based charities.

Given his expertise in raising funds for non-profit organizations and start-up businesses, Bill decided to create a consulting and speaking business to share his fundraising expertise and generate revenue. To launch his new business venture, he turned to our team for help. Here’s how we did it:

First, Patrice Rhoades-Baum teamed with Bill to clarify his new company’s services, target audience, their challenges and needs, and Bill’s top benefit message. They selected a new domain name:

BillYoungInspires.com

Next Patrice wrote his taglines and website copy. His tagline reflects both the value he provides and the benefits his clients receive:

Inspiring you to raise more funds & achieve your vision

In addition, she created a longer “descriptive tagline,” which also serves as Bill’s elevator pitch:

Inspiring entrepreneurs and not-for-profit leaders to create relationships, raise more funds, and build a great organization.

After creating this brand foundation, our team tackled multiple projects simultaneously. Lauren Klopfenstein designed his logo and website. Kerrie Lian also created his CD label, two book covers and interiors. I designed the business cards, letterhead and envelopes. Please note, the images below are not actual size.

Bill is ecstatic about the results. This marketing and collateral package creates a solid foundation – truly a launchpad – for his new business. “Your team was fantastic,” Bill says. “Your process made it easy for me to connect my new brand, content, and service options, keeping all assets consistent. More important, this will help me create revenue.”


Logo with Tagline:


Business Card Front:

Business Card Back:

Website Home Page:

First Book Cover:


Second Book Cover:


CD Label:


Letterhead:

Envelope:

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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them, and audio class:
Put the Bling Into Your Brand” at www.macgraphics.net/

How to Improve Your Proofreading Skills

June 28th, 2010

The first impression a business often makes with prospective clients or customers comes from the written word. Your company can lose credibility by having just one typo in the volumes of words it sends out.

Therefore, to minimize mistakes, be sure to proofread everything that gets written in your office—and this includes email. Use a guide to help you methodically check for errors. Avoid proofing your own copy in the final stages because it’s easy to become too familiar with it. If it isn’t feasible to delegate proofreading, leave the copy alone for a while—a day preferably—before searching for errors. Read it backwards, too. It’s a good way to trick your mind into seeing common mistakes.

Read Copy Four Times

I recommend rereading your copy four times:

The first time, check for deviations in text, e.g., words typed twice in a row (the the), typographical errors, and incorrect word breaks. For example, consider an erroneous word break that’s made with the word “therapist.” If this word is hyphenated in the wrong place, it becomes the “the-rapist.” That doesn’t leave a good impression!

The second time, read for fact or format inconsistency, poor word usage, weak sentence structure, subject/verb disagreements, repetition of thoughts or phrases, and incorrect math.

On the third read, check for language mechanics such as capitalization, punctuation, spelling, and grammar.

The fourth read includes checking overall format—type size, margins, alignment, spacing, positioning (headlines, subheads, copy, footnotes, indentations), pagination, and general appearance.

Spelling and the Brain:

Can you read the following paragraph?

Aoccdrnig to rscheearch at Txes M&A Uinervtisy, it doesn’t Mttaer in what order the ltteers in a word are, the only iprmoetnt thing is taht the first and lsat ltteer be in the rghit pclae. The rset can be a total mses and you can still raed it wouthit a porbelm. This is bcuseae the huamn mind deos not raed ervey lteter by istlef, but the word as a wlohe.


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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them, and audio class:
Put the Bling Into Your Brand” at www.macgraphics.net/

Use the Proper File Formats for Internet and Print

May 31st, 2010

Using the proper file format and resolution for the job can mean the difference between a professional-looking document and one that looks blurry or is missing graphics. Graphic file formats for the Internet and offset printing are totally different animals. Do not interchange them!

Graphics for the Internet

Low-resolution raster graphics are used on the Internet. These graphics are made up of thousands of pixels (squares of color). Internet browsers will read JPG and GIF graphics, which are best scanned or sized at 72 PPI (pixels per inch). Because of the limits of screen resolution, anything greater will result in larger file sizes and longer download times than necessary. All Internet graphics are limited to a special palette of 256 colors.

Scan your photos using RGB colors to the JPG file format. JPG file sizes are very small and compatible with nearly every graphical browser. This format is best suited for photographs and any image that contains a complex mixture of colors.

The GIF format is best suited for images with a limited number of distinct colors and graphics that have sharp, distinct edges (most logos, menus and buttons). A special GIF89a file format gives you the option to make the background transparent so you don’t get a white rectangle behind the graphic.

An image for the Internet is scanned at 72 DPI. Notice the large pixels.

An image scanned at 300 DPI for printing is sharper with smaller pixels.

Graphics for Offset Printing

Graphics for offset printing require much higher resolution than for websites. If you use a low-resolution graphic (i.e., a logo copied from a website) on an offset printed job, a fuzzy “bitmapped” image—or no image—will result.

Offset printed graphics can be one of two types: Vector-based or high-resolution raster. Raster images (which are color or grayscale digital photos and scans) must be at least 300 PPI (pixels per inch) and in the TIF (Tagged Image File) or EPS (Encapsulated PostScript) file format. Your scans of black and white line art (images that do not contain any shades of gray) must be at least 1200 PPI. Be careful not to enlarge your raster graphics, because the pixels will also enlarge and become more noticeable.

Vector-based graphics are made of mathematically defined lines and curves. Because they are not made of pixels, these unique files can be scaled to any size without losing their crisp, smooth edges. Use professional drawing programs such as Adobe Illustrator, Macromedia Freehand, or Corel Draw to create these types of graphics for printing, saving them in the EPS format.

A vector image does not have any pixels.

Color Ink Systems for Printing

Color files for offset printing must be specified with PMS or CMYK inks. Do not use RGB colors unless you are planning to print only to a low-end color desktop printer. For more information on RGB color uses, buy my book: Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! available at www.BuyAppealMarketing.com .

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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them”, and audio class:
“Put the Bling Into Your Brand” at www.macgraphics.net/

Take Your Newsletter to the Next Level: Tips on Graphic Design and Page Layout Part 2

April 27th, 2010

May 2010 Issue

Last month I outlined a few simple techniques used by graphics designers to improve the look and feel of your newsletter. This month I’ll explain how to work with your photos and images to bump the quality of your marketing pieces to the next level.

Working With Images in Your Page Layout

There is just so-o-o much truth in “A picture is worth a thousand words.” You’ll want to marry your written words to pictures that heighten the message for your customer. When placing photos into your marketing pieces, remember these rules of thumb:

  • Top half gets best visibility. Place your strongest photo in the top half of the piece for greatest visibility, particularly in full-page ads or newsletters. “Above the fold” is how newspapers describe it.
  • One versus many? One large picture packs more punch than several smaller ones.
  • Group the small ones. If you gather your smaller pictures into one group, it forms a single, compact element.
  • Try the asymmetrical look. This arrangement is livelier and balances opposite corners of a page.
  • Juxtaposition. Position a very large and a small image together for contrast.
  • Stand close by. Keep your subtitle and subheads close to the relative text.
  • Rulers and grids. Use your ruler lines and grid lines to keep the images lined up. This being said, an occasional step outside the grid also draws the eye and add interest.
  • Headshots. Try to keep multiple headshots on a page aligned and sized the same.
  • Magic Eraser. Airbrush out unnecessary background clutter – focus the attention on the important stuff.
  • Cropping. Zoom in on the important parts in a photo and get rid of what’s extraneous.

    Full image shows extraneous elements in the background

    Cropped image shows only what is important

  • Silhouettes. You can cut out the most important piece in a photo and get rid of the entire background.

    This figure has a busy background

With the background removed, the figure now stands out

Working With Photos

To maintain the highest possible quality when handling and scanning photos, follow these tips:

  • Don’t write on the back of the photo. It could bleed through while being scanned.
  • Don’t use paperclips or staples on a photo. The emulsion could get scratched and would require touch-up.
  • Use a Post-It® Note to write the picture’s information and then put it on the back of the photo, in order not to disturb the emulsion on the face of the snapshot.
  • Don’t use scissors to trim away the edges of the photo. Scan it in as-is, then use the software to crop away the edges.
  • To shoot a publication-quality picture with your digital camera, set it to its highest megapixel setting.
  • Remember, most images downloaded from websites are low-resolution and may look blurry when printed.
  • Save photos to CMYK color and in .tif or .eps format, not RGB in .jpg, .png or .gif format. CMYK is the standard for the printing industry.

All these tips on page layout, images, photos, grids, templates and style sheets, are just the beginning – trust me, there’s a lot more. But hopefully these procedural tools will provide valuable help, whether you do the work yourself or wind up talking it over with a professional. Either way, you win.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here:www.BuyAppealMarketing.com