Archive for the ‘Branding’ Category

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How To Make Your First Impression Last — Part 2

Sunday, August 26th, 2007


September 2007 Issue
How To Make Your First Impression Last — Part 2

In Part 1 of my “First Impression Last” story, I told you about my quest to find a contractor to landscape my backyard . . . and the trouble I had figuring out who’s who with the generic batch of business cards I brought home from the local home show! I finally did get in touch with the right person for the job, but it was almost like finding a needle in a haystack. It shouldn’t be that hard to figure out what your specialty or niche is.

I was at a Chamber of Commerce mixer a few weeks ago, which can be a great place to network for small business owners. And for someone who specializes in marketing (i.e. me), it’s also fun to take a gander at business cards, brochures, and other promotional materials to see what’s going on out there. It’s amazing how many people are out there to network, but they hand you a business card that leaves you saying, “OK, so, what is it that you do?”

Take Angela, for example. She owns a candle shop. She has candles that look like cakes, candles that smell like your mom’s apple pie, and even some with therapeutic aromatherapy. I learned all this from talking to her at the mixer. Which is the only way I would have learned it, because her card left a little to be desired. It had the name of her shop and her name, title, address and phone number. Boring! A good logo coupled with a clever tag line, a font and color scheme that complements the soothing mood that burning candles create, and she would have a card that not only gives people the pertinent information, but also the feeling of being relaxed. She wouldn’t have to talk so much, because her card would do the work for her!

Your business card is your introduction, so make it a good one! Here are 7 more topnotch tips to keep your card out of the wastebasket and into the rolodex! (The first 7 are in Part 1, the August issue)

The First Top 7 Tips:

1) Don’t get too crazy with the fonts. Make it appropriate for your business, without the trendy or overly embellished versions that are available out there.

2) Keep a tight rein on your text. Think small and compact, and your text will have a much more professional look.

3) Avoid using all capital letters, because THEY ARE HARD TO READ. It looks unprofessional, not to mention it implies that you are shouting at the reader. You don’t want to scare anyone off, do you?

4) Use a grid. It helps you to align texts and objects to each other in a way that you just can’t do with the naked eye.

5) Any illustrations that you use should be bold, not delicate. When you try to print all that detail at the small size of a card, it just looks muddy and you lose the look you were going for.

6) I said bold, not amateur. Illustrations from clip-art are usually out-dated and campy. Find a good quality resource for your illustrations, and stay away from the I-did-it-myself look.

7) Don’t forget the back! That’s wasted real estate back there. Why not put a special offer, photo or something else enticing to encourage people to call. Be creative! The following are the 3 business cards I’ve designed for Alpaca ranchers. Notice how I used the front and back sides of the card.


OK, now you are all set to let your little business card do big things for your business! If it’s the first impression people get about you, you want to make sure it’s a memorable one. Your success depends on it!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: http://macgraphics.net/freestuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Branding, Color, Graphic Design, Logo Design, business cards, fonts | No Comments »

From Logo to Legend — In 10 Simple Steps

Saturday, January 27th, 2007


February 2007 Issue
From Logo to Legend — In 10 Simple Steps

Think of any large company, and I’ll bet you can picture its logo. It seems like they must have been born with it, but they weren’t. Every logo had to start somewhere. And you can start building recognition right now that will continue for years when you create a strong visual brand.

A good logo will be visually captivating, and will tell people what your company does and what it stands for. And then you can carry that logo onto just about everything that leaves your office, from flyers, to business cards, stationary, shipping cartons, invoices . . . on anything that your customers see.

How do you go about creating this masterpiece?

First of all, you don’t want to overload the eye with too much “busy”. A smart combination of symbol, color, and positive and negative space are key. This is a case where “less is more”. Play around with a few designs, try different color schemes . . . before you know it, you’ll have the right look.

Here are 10 tips to get you started:

1. You want to keep it simple, yet sophisticated.

2. Graphics should be bold and distinctive. Stay away from thin lines—they’re hard to see!

3. Not too tall—and not too wide.

4. Don’t go for a trendy look—or an old-fashioned look, either. You’re going for timeless.

5. It needs to look balanced.

6. Remember, you’re going to be putting this logo on every piece of your business. Make sure it will work for everything from an envelope to a banner.

7. Pick a logo that will transfer easily from color to black and white.

8. The graphic has to be in keeping with your type of business, and also has to work well with the name of your business. It’s a whole look you’re going for.

9. The logo also should tell people what your business does. Graphics are great, but not if they leave your target market guessing.

10. Choose an appropriate font for your business. There are thousands to pick from — just find the right fit.


And here’s a bonus tip: When you are set on a color — or colors — make sure you keep note of the ink formula. That special blend of inks has its own PMS number, and that’s what your printer will need. That way, all your print jobs have the same great color you love — and your logo will be consistently beautiful on every print job!

Designing your winning logo is only the first step in pulling together your visual brand. Now you need a good tag line. And a memorable tag line is just as important as the logo. It puts the finishing touch on your mini ad to anyone who sees it.

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Branding, Color, Graphic Design, Logo Design, Marketing Materials, fonts | No Comments »

Design your Product Packaging with Maximum Impact

Thursday, July 27th, 2006


August 2006 Issue
This Month’s Topic:
Design your Product Packaging with Maximum Impact

If you’re a speaker, author, or small business consultant with recorded presentations, teleseminars or workshops, you should think about leveraging your knowledge and expertise into products. You can create audio CDs, video DVDs, VHS and cassette tapes and sell them on your website or after your events. You may want to sell them separately, bundled together or consider doing a joint venture product with someone in a complementary field. You can hire a service to transcribe your recordings and create an ebook or printed workbook. The quality of your products start with your recordings and ends with your packaging design.

You need to create packaging that will sell the contents. The packaging design should support your brand and zero in on your target market. You do this by analyzing your target market and consistently applying the visual elements of your brand.

Follow these 5 steps to improve your success:

1. Since you are selling information, you need to communicate trust and integrity. Invest in your brand image by using a professional, engaging photo of yourself that captures your personality.

2. Find out what particular fonts, colors and graphics your target market is attracted to. For example, women age 30 to 60 will be attracted to certain colors that may not be appealing to men age 18-30.

3. Make sure your design complements your message. What subject are you sharing, and what style of speaker are you?

4. Use your visual branding elements consistently; make sure your products all look like they came from the same source. Do this by using the same fonts, color scheme and style of graphics. For a series, design one template, and switch out photos, and colors, but keep the same format.

5. Make yourself stand out from the crowd with a unique style or graphics for maximum impact!

I designed this DVD case insert & label for Jim Davidson

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Branding, Color, Graphic Design, fonts | No Comments »

What Makes a One-Sheet A “Must-Have” Marketing Tool?

Friday, May 19th, 2006

What Makes a One-sheet A “Must-Have” Marketing Tool?

Suppose you meet someone who could hire you for your expertise and services. In the spirit of getting to know you, that decision-maker asks, “What do you speak about?” or “How do you help organizations?” or “Which groups have you worked with?”

These questions become your opening to convey how you assist people and why you’re the one experienced to do so. That’s exactly what a marketing one-sheet does, too. To convey that you’re a “must-have” expert, your one-sheet needs to be written and designed effectively.

Answers Key Questions

Your one-sheet, in effect, succinctly answers these seven questions that decision-makers would ask you in person at a first meeting:

1. How would you describe your area of expertise?
2. Whom do you work with and give presentations to?
3. What are the benefits of hiring you—
• for the leaders of the organization?
• for the participants in the ranks?
• for organizational progress?
4. What have you done that makes you an expert?
5. Which groups have you worked with before?
6. What did participants think of your contribution?
7. How can you be reached for more information?

Well-crafted words on your one-sheet answer these questions in the form of seven corresponding “must-have” elements:

1. Topics/Programs
2. Target Audience
3. Benefits
(especially in headlines)
4. Biography
5. Client List
6. Testimonials
7. Contact Information

Adding Personality

Even if you have all of these elements in place, what turns it into a stronger “must-have” piece that represents you? In a word: Personality.

For example, Doug Butler’s marketing one-sheet features these basics with lots of showmanship. Its overall look reflects the “personality” that participants want from him, achieving that appeal through these special graphic effects:

• 4-color photos of Doug portraying his Cowboy Wisdom theme.
• Graphics of cowboy symbols: a guitar, a horse, a lasso, a badge, a cowboy figure wearing a hat, bandana, and chaps—even a spurred cowboy boot.
• Cowboy Code message that stands out on the page.
• Benefits in the headlines: e.g., Bringing cowboy wisdom into the 21st century.
• Bio framed by a color photo that adds credibility for his message.
• List of target audiences, a sampling of clients, and comments from them.
• Well-designed company logo and easy-to-find contact info.
• NSA logo to show affiliation with a group recognized by decision-makers.
• Tag line: “Forge a firm foundation with Doug’s tried-and-true Cowboy Code.”

Through these words, themes, and graphics, Doug extends his warm personality to additional marketing pieces—his website, business card, handout materials, and so on. Together, they create a “must-have” look that appeals to decision-makers in organizations he wants to reach.

You Missed the SpeakerNet News TELESEMINAR on May 23rd:
Create a ‘Get-Hired’ One-Sheet: Design and Writing Tips to Give You ‘Buy’ Appeal

If you are a speaker, author, trainer or consultant, you may want to order the CD or MP3 recording of this valuable teleseminar. Here’s a description of the teleseminar recording:

Do you need help designing and writing a one-sheet for your speaking or consulting business? You want your one-sheet to convey your services and talents with maximum appeal. How do you accomplish that in a single page or two? Writer/editor Barbara McNichol and I will share our techniques so you can better craft a one-sheet that gets you noticed.

This is what you’ll learn:

* Who your messages should be directed to
* What written and graphic elements to include
* How to make your one-sheet ‘float’ above the rest
* Three ways to avoid the most common mistakes
* How to ‘get over yourself’ and start crafting a
powerful one-sheet

This includes a 15-page full-color handout packed with tips and graphic samples.

To order the CD or MP3 from this teleseminar, click on this link: http://tinyurl.com/zj2zy or copy and paste it into your browser window address field.

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What if YOU could know the secrets of a 1st class 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

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Branding, Color, Graphic Design, Marketing, Marketing Materials, One Sheet, headlines | No Comments »

Create a Giant Postcard to Market Your Business and Get Results Fast!

Saturday, April 8th, 2006

Create a Giant Postcard to Market Your Business and Get Results Fast!

A wonderful, hardworking marketing tool is a giant postcard! With colorful eye-catching graphics on one side and your promotional copy on the back, it will grab attention faster than an email, ad or sales letter.

Make it BIG

A giant postcard, also called an oversized, jumbo, or #14 postcard is a low-cost, effective device for branding your business and creating prospect response. Start with a 6″ x 9″ or larger size postcard and print in full color to make it stand out from the stack of white envelopes in today’s mail. Postage is the price of a first class stamp.

Customize It

Find a printer who can print “variable data” and you can customize the postcard with your prospect’s first name in the design along with their mailing address. Who can resist reading a postcard with their very own name in the headline? You don’t need to use peel and stick address labels anymore either!

Brand It

I recommend several mailings using the same brand, theme, or graphic to make a memorable impression in your prospect’s mind. Make your brand simple, unique and easily identifiable. If you are selling an informational product, workshop or seminar, and have positioned yourself as an expert, I recommend that you use an engaging photo of yourself somewhere in the layout.

Make a Series

Remember, it takes repeated impressions–some say 7 or 9 times–before your prospect will buy. Mail out your postcard or series of postcards before and/or after an event such as a tradeshow or conference where you are exhibiting or your own event.

Use a Catchy Headline and Stunning Graphics

On the front side, write a provocative statement, compelling question or catchy headline directed to your target market. Add an unusual, colorful, or stunning graphic or photo. Check out royalty-free stock libraries for low cost photos and illustrations at these sites: www.istockphoto.com, www.photos.com, and www.bigstockphoto.com. If you lack creative talent, hire a graphic designer to prepare the file for your printer.

Keep it Simple

The copy on the back of the postcard needs to be compelling, clear, clean and simple. No one will take the time to read a “textbook” of tiny type. Use bullet points if necessary to break up the text and turn it into an easy-to-use list. Highlight your contact information (phone number and/or website) with a contrasting color or bold font. Be sure to leave 5/8″ margin of white space on the bottom edge of the mailer side. This is where the post office will imprint a bar code, and you don’t want it to cover your important information!

Tell the Prospect What to Do

You may want the prospect to call you or contact you via email. You can direct him/her to your website for free offers. Then capture their email addresses when they sign up for your free ezine, report, audio recording. Be sure to follow up right away.

Don’t forget your call to action. Be absolutely clear with what you want your prospect to do. This is the last line of text on the back of the card, right above your contact information.

Put this hard working tool to work for you and watch your response rate soar!

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What if YOU could know the secrets of a 1st class 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

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

Tags:
Posted in Branding, Color, Graphic Design, Marketing, Marketing Materials, headlines | No Comments »

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